Ch. 3 - Ethics & Social Responsibility

Pantene Pro-V’s recent integration of cause-related marketing leads to a controversial marketing move, as they partner with the American Cancer Society (ACS) in the fight against cancer. After implementing the Beautiful Lengths program, the company donates $1 million dollars to the cause, taking their competitive advantage to the next level, as the company gains sustainability by outperforming other companies and focusing their energies on the world’s social welfare. By doing this, the company earns itself a reputation for maintaining an excellent code of conduct, showing everyone that their staff is fully trained to extend their services to address a broader base of world issues. Pantene Pro-V's marketing division attains a level of post conventional morality by maintaining ethical standards needed to satisfy consumers all around the world. Still, we can’t help to think that this is nothing more than an opportunity to build profits and help the world at the same time. However, the firm does not come off as selfish nor egotistic, and instead come off as mature because they are less concerned about how they will be viewed and are more concerned with acting upon a social responsibility. As a company with a very good research and development team, the firm pitches in its two cents where it belongs, giving back to the people as it does have the resources to obtain this goal. Being that Pantene  is a premium company, they have the ability to attract new and existing customers to support the cause with them, while building more economic profits. Deviating from the destructive nature of the current corporate world and conforming to the calls of world needs, Pantene's inspiration to new age corporate behavior has redefined what it means to be a successful company today with effective planning for long-run economic growth. The brand manages to convey a message without having to self-glorify themselves by saying, "Hey, we care about how the world looks because of what we're doing for the world!" Instead, the company gives a mature impression that they care about how the world looks, and not just their clients.