A few decades ago, marketing strategies were focused purely on profit. Corporations today have evolved more toward an attitude of social responsibility, and current marketing reflects this evolution.

University of Lethbridge management professor Roberto Bello (MSc Mgt '02) conducts research into the concept of social responsibility as well as the impact that corporate activities have on consumer behaviour. According to Bello, practising social responsibility means that corporations should acknowledge and act upon their accountability to consumers, the government and the community.

He explains that such actions involve advising consumers as to the proper use and disposal of products, replacing resources taken from communities and hiring local people with fair salaries and benefits.

"It is, to a certain degree, easy for marketers to influence public opinion. I think that power should be used not only to increase profit, but also to benefit society," says Bello, who strives to instill this philosophy of social responsibility in his students.

Bello also emphasizes the role of the consumer in the marketing process.

"The Internet and other communication tools provide consumers with the knowledge and power to pressure corporations to be socially responsible," says Bello. "Corporations are increasingly realizing the importance of consumers' opinions and are engaging in more open communication with them."

Unfortunately, true social responsibility has not yet permeated all industry sectors. Bello explains that some corporations use a strategy called green washing.

"These corporations claim to be socially responsible, but they use social responsibility as a catch phrase and competitive advantage, rather than a corporate value," he says.

As consumer power grows, Bello predicts that marketing will evolve away from green washing and more toward true social responsibility – an evolution that will capture the attention of researchers like Bello as it unfolds.