Recently many companies are linked their business to different social welfare, and most of them are very successful in the business. Such as Body Shophe world second largest cosmetic franchise who are to be know as the number one objector to the animal tests. Also the TOMS Shoeswhich is theAmerica’s most promising social entrepreneur does well in donating free shoes to poor children.

Those two companies mentioned above are only few example of the social concerned business. With the developing of society, people pay more and more attention to the social welfare, thus many company use this to stand out and win successfully in the positioning war by linking their business to a certain social issues. When consumers choose the brands, they certainly want to chose the products which contribute more to the social welfare, and this also make the consumers feel that they are involving in this behavior and increase the consumers’ surplus, and also the entire social welfare have been improved.