“Hips Feel Good” – Dove’s Campaign for Real Beauty

Societal marketing directly challenges the credo of the 1970s that “The business of business is business.” Societal marketing often focuses on environmental issues, such as reducing greenhouse gases (e.g. hybrid cars, solar power, recycling), but it can also focus on promoting healthy behavior (e.g. diet and exercise), while discouraging unhealthy behavior (e.g. drug abuse and smoking). How is Dove’s marketing campaign tied with the new concept of societal marketing?

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