External Influences - Social

Social influences refers to changes in culture, values, tastes and fashions within a population. What people do and want changes, according to collective adoptions / rejections of goods and services.

Business (specifically, marketing) must anticipate these changes or at least respond to these changes quickly to avoid business failure. The expectations regarding the role of business in society / a community, the level of quality / value for money, and the way that businesses treat employees is critical for a business to be seen as a positive contributor to a society.

Social pressures include: environmental sustainability, flexible working conditions, equality and anti-discrimination in the workplace, increasing value for money, ethical conduct, Corporate Social Responsibility (CSR).