value to the consumer offer. Sense-of-mission marketing suggests a company mission be defined in "broad social terms" as opposed to "narrow product terms." This technique frames the business goal in a way that the organization can rally behind a deeper sense of purpose. Millennials have become cautious of their brand choices as they are getting affected by socially responsible marketing. They prefer associating with brands that are honest, environmentally conscious, ethical, and working towards the betterment of the society. The rise of TOMS to a $400 million company is a case in point. The principle of societal marketing asks company's to consider the "consumers' wants and long-run interests, the company's requirements and society's long-run interests." Benefits to Business The practice of socially responsible marketing has many distinct advantages for businesses who choose to embrace it. In terms of financial advantages, the government has established a number of tax-cuts and other benefits for companies in many industries as incentives to be more socially responsible. For instance, companies that reduce their carbon emissions and pollution levels are often offered tax exemptions and other assets for their cooperation in the country's movement towards environmental awareness and responsibility. Even in cases where pre-determined benefits like this are not available as incentives, it is still in a company's best interest in the long run to move towards more socially responsible methods. By dealing proactively with potentially harmful or socially detrimental marketing methods and deciding to promote the public well-being with their products, a company can effectively eliminate the need for legislative and regulative obstacles in the future. In other words, by making a concerted effort to be socially responsible in the first place, a company provides less of a reason for the government to develop any taxes or extra restrictions on their business in the first place, which helps them in the long run. Similarly, social responsibility in marketing helps to ensure that a company is, in fact, following the rules and this not only instills faith among the customer base, but also helps to keep the company out of any kind of trouble in terms of legal problems and also in terms of public relations. Customers also appreciate social responsibility and as a result, companies can gain business and maintain it with more ease. For example, if a company can certify their product as "green," they gain a certain degree of competitive advantage over