We’ve all been there. Marketing formulas at the ready, you bash out yet another article you just know will convert. You proofread. Something seems… off. And then the squirm-worthy question wriggles its way into your brain:
“Is this ethical?”
You know you have a great product or service to benefit the masses. Your business flag is firmly planted in “socially responsible” territory. So why is the line between marketing and manipulation beginning to look so hazy? And how on earth do you address consumer pain points while steering clear of exploitative messaging?
The answer, friend, is ethical marketing.
It’s time to say farewell to ambiguity! Follow this guide, and you’ll be out of no man’s land in no time.
The first step? Back to the beginning.
A (Short) History of Marketing
Marketing began with, well, markets. Can you picture it?
The scent of spices and sweat permeates under the weight of a heavy sun. Vendors lean over stalls, beckoning you to come and share their shade. And, wouldn’t you like to try a sweet apricot—the best in the region, don’t you know?—and for such a good price! You’d be a fool not to buy a kilo.
From antiquity, we progressed to the market towns of the Middle Ages. There, with the creation of the printing press in the 15th century, it became possible to disseminate information more quickly and widely than ever before.
The term and practice of “marketing” as we know it today came with the Industrial Revolution.
With the mass production and distribution of goods, middlemen appeared in the sales process. Their function? To conduct market research on consumer needs and facilitate acquisition. Or, as the Cambridge Dictionary puts it:
“the business activity that involves finding out what customers want, using that information to design products and services, and selling them effectively.*“
So far, so good.
There’s nothing wrong with giving the people what they want, after all. So when did unethical marketing practices begin to pervade the process?
The Marketing Ethics Question
Time for an introduction.
Edward Louis Bernays, otherwise known as the “father of propaganda*,” took advertising and turned it into a way to manipulate the masses.
Influenced by his uncle, psychoanalyst Sigmund Freud, he used psychological techniques to convince people to buy things. In some cases, things that would do them harm (e.g., cigarettes).
If you’ve been in the marketing game for a while, you’ve likely stumbled on some of his practices. These include celebrity endorsement (influencer marketing, anyone?) and the use of unconscious fear.
Manipulation of the mind and public opinion was the purpose of Bernays’ marketing work, as told in his book “Propaganda,” published in 1928,
“It is the purpose of this book to explain the structure of the mechanism which controls the public mind, and to tell how it is manipulated by the special pleader who seeks to create public acceptance for a particular idea or commodity.”
Ethical questions began to burn when it transpired that Bernays’ techniques were (unbeknownst to him) being used by Nazi Germany during World War II. Propaganda became a byword and Bernays quickly re-branded himself as the father of “public relations.”
And so it went on. Worming its way into television and onto social media platforms, the rotten standard was set. Wherever you go now, you can’t escape unethical advertisements. And in an “attention war” world where we’re told that people have the attention span of a goldfish (which, by the way, is not true, according to King’s College London), it’s tempting to join the melee.
But people aren’t goldfish.
They’re human beings worthy of being treated with dignity.
When you opt for an ethical approach, you distinguish yourself as a distinctive voice in the advertising realm.
Benefits of Ethical Marketing Practices
There are many benefits of grounding ethical principles into your marketing. The truth is, consumers have become savvy to shady advertisements and suspicious of under-handed market research. The consequence?
Using unethical marketing practices will do more to harm than benefit your business.
Take the example of Coca-Cola, which came under fire for marketing their plastic bottles as “25% marine plastic” in a bid to appear eco-friendly. Omitted was the fact that they are one of the world’s biggest plastic polluters.
Not great for their reputation.
Ethical marketing practices, on the other hand, will:
- Build trust in your business and increase customer loyalty
- Cultivate long-term relationships with consumers – when they actually need and want your product/service, they are more likely to be satisfied with it and enact repeat purchases
- Align your business ethics with your marketing strategy
That’s all good and well, you may say. But how do I actually do it? You’re in luck today.
Ethical Principles for Modern Day Marketing
To ensure you’re conducting marketing research and advertising in a responsible way, there are some key components to consider.
1. Honesty
The first is a cornerstone of ethics: honesty. If you aren’t being honest with your customers, how can they trust you? Always base your research on legitimate sources, and make sure your advertisements are true to the product.
2. Transparency
Don’t hide the bad stuff. If your business isn’t quite there with sustainability yet, it’s okay to share it, alongside a statement on how you plan to improve. It’s better to be upfront about shortcomings than to hide them—or worse, greenwash them.
It might sound scary, but radical transparency is one of the best ways to build authentic long-term relationships with your customers.
This also goes for your victories! If you’re a Certified B Corporation for example, don’t be shy about posting it on your website and social media channels. Many consumers want to make conscious choices and look for this when researching.
If it’s relevant to your business, consider creating web pages on sustainability and fair trade practices, which brings us onto…
3. Social Responsibility
Ethical principles aren’t complete without social responsibility. Actions speak louder than words.
Ultimately, social responsibility goes beyond profit-seeking objectives. Your claim to the ethical marketer crown will be much more convincing if your company actively engages in altruistic activities.
Examples may include:
- Being mindful of the potential impact your campaigns may have
- Implementing sustainable practices
- Championing social causes
4. Human Dignity
Businesses often use influencer marketing to “leapfrog” building relationships with consumers.
Understandable.
After all, it’s easier for customers to trust an individual they feel like they “know” than the faceless entity of an organisation. Unfortunately this can go very wrong in many different ways.
When social media influencers take on sponsorships for products they don’t believe in, the consumer is intentionally manipulated for monetary gain. (And when they endorse products they don’t truly believe in, it shows, and their audience can usually tell.)
So if you use celebrity endorsements or influencer marketing, make sure the individual you are working with is a good brand fit. A test of this is to ask yourself, “Would they be interested in the product even if you weren’t paying them to promote it?”
If not, maybe you need to find a different ambassador.
5. Respect for Consumer Privacy
Respect individual consumer privacy. Data protection is now not only a moral issue; it’s a legal one. If you don’t have explicit permission to use consumer data in a particular way, don’t do it.
Effective Targeting and Segmentation
On the topic of data, you may be wondering how to effectively use targeting and segmentation without crossing the ethical line. You have a particular message, and you want to tailor it to different audiences. Perhaps you have collected data based on profession, language, or geography.
To remain aligned with your ethical practices, you need to avoid using the data in a discriminatory way. This means not segmenting based on stereotypes or using customer data to unfairly target specific groups.
For example, if a company uses consumer data to exclusively market high-interest loans to low-income communities, this could be seen as discriminatory and exploitative. Such practices may damage the company’s reputation.
Measuring Success and ROI
So how does all of this fit into a holistic marketing strategy?
As an ethical business, your return on investment (ROI) will go far beyond the financial (though this can be a happy side effect). You will also be tracking customer trust and brand loyalty. Some of this data will be quantitive (e.g., measuring returning customers), but much will be qualitative in the form of reviews and testimonials.
In essence, the success of using ethical practices can be measured by tracking long-term relationships with consumers and monitoring public opinion of your brand.
Real-World Examples of Ethical Marketing
In case you’re still sceptical, here are some examples of businesses that have utilised this approach and had fantastic results.
Patagonia
Clothing brand Patagonia ran a Black Friday campaign with the tagline “Don’t Buy This Jacket,” encouraging consumers to think before buying.
Though considered hypocritical by some, the message resonated with their environmentally conscious audience.
Instead of buying cheap, unsustainable fast fashion, customers were motivated to invest in high quality items that would last for years. In the year following the campaign, Patagonia’s sales increased by 30%.
International Paper
International Paper has demonstrated its commitment to ethical marketing practices by prioritising environmental and social responsibility. As an example, the company implements sustainable forestry practices and champions numerous community development initiatives.
The former is detailed in a sustainability report, and the latter on their website via blog articles.
With International Paper’s domination of the container-board market, these transparent communications seem to go down well with customers.
The Future of Ethical Marketing
So you’ve climbed out of the trenches of ambiguity and marched your way out of the attention war. Here’s what we hope you’ve learned along the way:
- Ethical marketing requires transparency, honesty, and social responsibility. Crucially, customer data must be used in a respectful and non-discriminatory way.
- Actions speak louder than words. While ethical marketing isn’t the same as social responsibility, the two are interlinked.
- By adhering to ethical principles, businesses can build trust, foster long-term relationships, and enhance brand loyalty.
Ultimately, ethical marketing is about making conscious choices that prioritise consumer dignity and ensure a positive impact on society.
The future of ethical marketing, especially in the digital age, relies on educating a new generation of marketers. Businesses can adopt ethical practices as consumer expectations and technology continue to evolve.
Companies must navigate the complexities of digital platforms, ensuring their marketing efforts remain socially responsible and respectful of consumer privacy.
If this sounds like a lot and you feel like you need more guidance, help is on hand. The Munro Agency can be your compass through the rocky terrain, with creative, data-driven marketing solutions tailored to your business ethics.
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