Ethical marketing - don’t be a d*ck

In general, I consider myself to be a pretty good person.  I love my family, I’d like to think I’m kind to others, and I try to live by the mantra of ‘don’t be a d*ck.’

And I suspect this applies to most people, let alone marketers. So, with this in mind, why does it feel like ethical marketing should be a notable strategy, not just the default? For cynics like me, this might be due to the absolute double standards of the tech giants of the past 25 years.  Google’s mantra of ‘don’t be evil’ was rightly ridiculed, and it is hard to look at Facebook and not think hypocrite given the use of personal data for massive financial gain (and let’s not get involved with election influences - Brexit still stings for me).

So what is ethical marketing, and why is it important?

Ethical marketing involves maintaining or extolling values and standards while still striving to deliver profiles and positive results. The last part is essential, as this isn’t the preserve of non-profit organizations or social good businesses. Instead, it is a matter of making money without selling out principles.

Much like the fulfilled life of a decent person, there are several longer-term benefits (as well as profits) that an ethics-based marketing approach can deliver.

1. Better customer retention. Trust is critical to customer loyalty and retention; brands must earn trust. Marketers will improve customer retention by marketing and engaging with customers with honesty and integrity–and not trying to make a fast buck.
2. Being a role model. Establishing a brand as something to look up to is an integral part of ethical marketing. Companies can set examples that customers want to emulate by creating and living by values and standards. This might be through charitable activities, promoting minorities or disadvantaged communities in their business activities, or simply by holding themselves accountable to their customers.
3. Care for employees and suppliers. When adopting ethical marketing practices, companies look at themselves to ensure that they are not only communicating a moral set of values but living by them. Central to this is ensuring that employees, partners and suppliers are being cared for with compassion and dignity.
4. Customer well-being. It may be tempting to think that this benefit only applies to brands that provide a customer-centric product. However, think of it as the general feeling of well-being that customers have whenever they have a positive experience with a brand. Good interactions with a brand reduce stress and promote positivity, which often can be more fulfilling than saving a dollar on a purchase.

So, how do you develop an ethical marketing plan? Firstly, decide if it's the right fit for a company. Many businesses understand the benefits outlined above, but for many reasons (shareholder pressure, market conditions, product fit, etc.), choose profits. And that’s fine, too!

To get started with an ethical plan, first determine the values and standards of the brand.  What are the non-negotiables for which you would turn down profits?  Armed with these, develop a set of key messages that can be used in advertising and communication to let customers know what these are and, alongside product benefits, how these can enhance the customer's life.

In many ways, though, getting started can be the easy part. If the results and profits aren’t being seen, then it can be tempting to change course, but a true ethical marketer shouldn't abandon the values and standards that make up the campaign. It sounds obvious, but beliefs aren’t the kind of thing that can be reviewed quarterly by the board.

Instead, think about other tactics that could support performance but without selling out against the values that the campaign and company believe in–your customers will thank you for it–and lets face it, no one likes giving money to someone who is a d*ck.