Conscious Marketing and Corporate Welfare: A Human-Centric Approach to Sustainable Business Strategy

The increasing focus on sustainability has fostered the adoption of Conscious Marketing (CM), which integrates ethical decision-making, stakeholder en-gagement, and corporate responsibility into corporate strategies. Unlike tradi-tional marketing that prioritizes consumer satisfaction and profit maximiza-tion, CM extends its scope to employees, ensuring business practices align with sustainability principles and long-term value creation. A crucial but of-ten overlooked aspect of CM is corporate welfare’s role in enhancing em-ployee well-being, which is fundamental for productivity, innovation, and corporate sustainability. However, distinguishing corporate welfare - tangible benefits provided by employers - from employee well-being, which encom-passes physical, psychological, and emotional health, is essential. Many or-ganizations fail to achieve CM objectives due to standardized welfare pro-grams that do not address individual employee needs, values, and expecta-tions. Therefore, organizations should adopt a Human-to-Human (H2H) marketing approach to design welfare programs that align with employees’ expectations. This study explores the role of CM in sustainable business practices, emphasizing corporate welfare. It assesses the impact of aligning welfare initiatives with employee expectations on perceived well-being and examines H2H marketing’s role in fostering engagement and satisfaction. The findings suggest that personalized welfare strategies improve job satis-faction and inclusivity, reinforcing the need for human-centric corporate wel-fare models to achieve long-term sustainability.