The societal marketing concept is similar to the marketing concept, except that it also takes into account society's well-being. The concept was developed in a time where society began to question if the marketing concept was adequate in the face of worldwide environmental problems, resource shortages, and other social problems. Therefore, the concept holds that the organisation should concentrate on finding out the needs and wants of their target customers, and then deliver these desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer's and the society's well-being. It is important to bear in mind that practising the societal marketing concept does not mean that the company sacrifices profit for the sake of saving society.
Companies are in business to make money.