This term was coined in 1972 but wasn’t used much up until recently​. It is a midway between doing business and giving back to the society. These campaigns focus not only on customer satisfaction but also give importance to Societal Welfare. For example, if a company produces a vehicle which consumes more petrol but is environment friendly, it will result in social welfare although the target market will be narrow. Some of these campaigns are designed from CSR point of view while others are to simply generate leads and increase sales.​