When we consider today's world in terms of marketing, it is not impossible to see that there is infinite diversity. However, when we list these at a basic level, we always come across an issue that is important in terms of marketing: Social responsibility. Especially companies do not neglect to pay attention to this when trying to reach their target audience. However, this situation needs to be managed correctly. This is why we work on certain projects and create opportunities to come together with the masses in this way. Although it is possible to talk about the existence of various projects, new generation marketing finds itself under three main headings in the marketing of social responsibility projects: Environmental projects, Cultural diversity projects and ethical/human rights projects. At this point, it is necessary to mention the MENA countries that are becoming economically stronger. Since economic developments also have an impact on social life, MENA countries that focus on marketing these projects use different marketing techniques. Let's take a brief look at this situation.
Environmental projects
In addition to economic and technological developments, environmental problems should not be ignored. Companies that are not insensitive to this situation are working on projects that try to increase awareness about environmental problems. These projects, which aim to increase awareness among large audiences, especially by ensuring the participation of consumers, take marketing one step further by bringing about collaborations. Beeah Group, one of the leading companies in the Middle East in terms of sustainability, has established a collaboration with PepsiCo. The goal of this cooperation is; To create a world where plastics are no longer waste that is difficult to recycle. For this reason, while it is aimed to pay attention to the use of recyclable materials in packaging; With a blockchain-supported mobile application, it was aimed to ensure wide public participation with a system where consumers would earn points and receive gifts if they participated in recycling. By using such an application, the company, which uses a hybrid marketing method in addition to traditional methods, announced its sensitivity to the environment to consumers.
Cultural Diversity
Cultural diversity is the most important benefit of the globalizing world. It is important for companies as well as in every field that people with different experiences, different values and different nationalities come together and form a unity. The abundance of cultural diversity, especially in the MENA region, increases the social responsibilities of companies operating in this region. Companies that are aware of this are trying to implement various projects and create an inclusive image among the masses. They use marketing methods to announce these activities to the masses. In a world that is becoming digital every day, the gaming industry continues to grow and develop. As for the games; Many people from various parts of the world can access it. Aware of this, Riyadh-based gaming company Sandsoft has implemented a method of adapting games to local cultures. Acting with the slogan "People First", the company adapts its games to local cultures by collaborating with people from different cultures it employs. So much so that the company even adapts the sounds used in the games according to the regions and also markets these works on diversity through its games.
The right to education is one of the fundamental human rights. Therefore, everyone has the right to access education. However, companies that feel responsible for this fundamental human right, which is sometimes blocked for various reasons, work to ensure the right to education through various projects. Considering that there may be some difficulties in returning to face-to-face education after the COVID-19 pandemic, Jordan Bank, one of the important banks of the MENA region, signed a social responsibility project under the name of "Back to School" campaign. In order to ensure the right to education to everyone, it contributed to making education sustainable and accessible by distributing bags containing all school needs to families who had difficulty in providing school supplies. At this point, Jordan Bank reached the masses by applying its physical marketing strategy and active marketing strategy, which still exists in the new generation marketing world. The company tries to fulfill its social responsibility in terms of human rights, On the other hand, it shows its marketing strategy in a human dimension with this method it uses and does not neglect to expand its target audience.
We see that the MENA region has started to play a more active role in social responsibility projects with its developing economy. In this regard, regional companies that want to show that they fulfill their responsibilities to a wide area use different methods to market their social responsibility projects. At this point, where there is a hybrid approach in the general framework, it is clear that traditional marketing methods are intertwined with new digital marketing methods. Companies competing with each other to take their activities to the next step in the future are already showing that they will add different marketing methods to this field in the future.
