Social responsibility in business is fast becoming an expectation of the marketplace. At MZI Global, we strive to integrate ethnographic marketing with corporate social responsibility in order to create performance with a purpose. The underlying idea that supports this framework is that of creating brands that form relationships with consumers. This is driven in part by the changing expectation of both stakeholders and consumers. These publics expect increased evidence of responsibility, transparency and sustainability from the products and brands that they buy. At MZI Global we believe that the market potential of values-based consumers and the role that social responsibility plays in brand equity and consumer loyalty is too important to be ignored. Hence, we align social responsibility with business objectives by identifying a cause that resonates with foreign governments’ businesses and the communities that they serve. We assist our clients incorporate cause based marketing in their product and service offerings, build responsible brands that care about issues that are important to their target consumers, and create positive positioning for organizations.

Whether we are working on a new powerful brand, assisting a new lesser-known corporation, or serving a government carve a niche in a new market, we instill cultural relevance in our core priorities and ensure that we collaborate, build capacity and create results. For this MZI Global utilizes information acquired through proven market research methods and Ethnosynergism^®, our proprietary methodology, to identify strengths and weaknesses for our clients, as well as market opportunities where social marketing will create maximum impact. We integrate social responsibility and cultural diversity in the marketing campaigns in the following stages:

Pre-Campaign Planning
At MZI Global we think of social marketing as selling positive behaviors, which have the capability of benefiting the society at large. Marketing with a cause is a powerful approach to addressing a wide range of today’s social problems.

Campaign/Message Development
Post analysis of the situation begins data collection that is specific to not only the product and the market that the product serves but also the cause that will be associated with the product.

Post Campaign Evaluation
Unlike traditional marketing campaigns social marketing programs use research throughout the life of a project. The way we perceive our social marketing projects is that it helps our clients to make better decisions at key points in the product life cycle

Reinforcement
Positive change requires continuous recruitment and reinforcement of messages. Success at each step needs to be supplemented with regular communications as well as improved with new and recent feedback.