CREATIVITY AND SOCIAL INTELLIGENCE – BASIC SOFT SKILLS FOR SOCIALLY RESPONSIBLE MARKETING

Creativity and social intelligence have become essential components of successful socially responsible entrepreneurship. These are not just popular terms; these qualities genuinely help companies establish relationships with customers, fostering trust and a positive image within society. Creativity contributes to generating original ideas to solve complex social problems that businesses face every day, ranging from environmental challenges to social inequality. An innovative approach to product and service development can not only meet consumer needs but also bring about positive changes in society. Social intelligence plays a crucial role in understanding what consumers truly want. With this skill, companies can adapt their communication strategies to better engage with their audience, taking into account their emotional and social needs. Entrepreneurs who understand their customers and respond to their desires can create an atmosphere of trust and loyalty, which in turn contributes to the long-term success of the business. This article discusses in detail the main components of these skills, their impact on business processes, and the ways in which enterprises can incorporate creativity and social intelligence into their strategy. It emphasizes that to achieve success in today’s world, it is essential not only to have technical knowledge but also to develop soft skills that help build sustainable and responsible business models. Creativity and social intelligence become the foundation for creating not only successful but also socially responsible companies that can genuinely influence society. The application of these skills can assist companies not only in achieving commercial success but also in forming an ethical business environment, which in turn enhances the level of social responsibility and strengthens the ties between business and society. Moreover, it is important to note that integrating creativity and social intelligence into corporate culture can be a key factor in attracting and retaining talented employees. This, in turn, fosters the creation of innovative solutions that meet the needs of the modern market. Thus, the development of these skills not only enhances the competitiveness of companies but also contributes to the overall progress of society.