Tesla, the world's largest carmaker (as determined by market capitalization), understands that their primary target market responds well to brands that focus on social responsibility. Tesla's senior management has been meeting to devise a global marketing campaign centered on social responsibility. To this end, Tesla decided to hire a consultancy to develop a 9-month plan ending December 31, 2022. Management has asked for a presentation for an initial list of items that would be considered valid elements of a social responsibility marketing plan that would accommodate each of the markets that Tesla competes in.

• What type of research would the consultancy conduct to understand each of the wide variety of cultures that the brand competes in?
• Armed with this researched information, how might the consultancy modify its social responsibility campaigns to accommodate some of the major markets?