Today, most governments and non-commercial organisations recognize the importance of applying marketing principles to “sell” an idea or service. However, they often limit themselves to applying commercial marketing principles.

In a rapidly changing world, this will prove insufficient on the long term. Fortunately, the 1960’s saw the birth of the concept of societal marketing. At that time, companies were confronted with new trends in society, like consumer protection and environmental issues. This resulted in a new marketing concept, implying that “good marketing decisions” must respect the consumer wants, the company requirements and society’s long term interest. As a consequence, marketing and advertising need to be geared towards the consumers wants and needs. Goods and services need only be produced and offered if they are beneficial to society as a whole. Today, some companies fully implement the principles of societal marketing. And to be frank, in our view these are the companies of the future.

But what about governmental authorities? What about organisations that aim to challenge structures, policies and practises? What about individuals who aim to bring about change?

Semiotics strongly believes that the concept of societal marketing should be introduced in a non-commercial environment. After all, organisations and governments need to take into account citizens’ needs too. They need to think about their own organisational requirements by developing a firm strategy and formulating a clear policy. And they must provide clear proof that the fight for their cause has a long-term interest for society.

We have developed our own rules of thumb in which we firmly believe. Because today’s society is more demanding than ever.