Beyond profit: the impact of altruism on marketing / Dr. Norhidayah Ali, Azni Syafena Andin Salamat and Suhaida Abu Bakar

In a world where consumerism and profit-driven motives frequently dominate the landscape, a revitalising and transformative wave has emerged in the domain of marketing, one that places equal emphasis on the greater good and the bottom line. The incorporation of altruism into marketing strategies is a trend that ushers in a new era of commerce in which businesses go beyond routine transactions to create meaningful connections and impact, and it serves as an example of this paradigm shift. In marketing, altruism denotes a departure from conventional profit-driven approaches and a pivot towards a model that prioritises social responsibility, empathy, and genuine concern for the well-being of both customers and the community. This strategy acknowledges that modern consumers seek more than just products and services; they seek a sense of purpose, authenticity, and a connection with brands that reflect their values and positively impact the world. Altruism in marketing requires an organisation to adopt and adapt to new marketing perspectives. When marketing and altruism are discussed together, it is important to develop customer loyalty towards the products or services offered. Besides that, in today’s environment, this new marketing concept is important to sustain the organisational business for the long term. In addition, altruism provides a market for giving and receiving from the public as well as customers. In addition, altruism marketing has a positive impact on social issues such as public health, community involvement, and financial wellbeing. In general, this strategy is able to provide benefits to people’s behaviour and the community as a whole.