There are at least two new approaches to marketing that have come about because of societal changes. These are the marketing orientation and the social marketing orientation.
The marketing orientation is one in which firms try to determine what the needs and wants of their consumers are. They then try to tailor their products to those wants and needs rather than trying to shape the wants and needs of the customers. This comes out of a societal move towards more individualism. People have become accustomed to having things their own way and they expect firms to give them what they want.
The social marketing orientation is one in which the firm strives to be socially responsible. In this approach, firms promote things like "fair trade coffee" and "dolphin-safe tuna." Such firms try to appeal to consumers who are more socially and environmentally conscious. This has come about because our society has become much more aware of these sorts of issues.