Social Marketing

The positioning and segmenting of consumers by socially-driven concerns and the development of strategies and solutions that will meet their needs and desires while advancing their social agenda. Products and services which satisfy or appeal to these consumers are often use advertising and promotion that makes social or values-based claims about their manufacturing, use, or disposal.
In addition, social marketing includes the representation of a company, product, or service as supportive of one or many social issues, whether or not these claims are sincere or accurate.