You need to market your business, but how you market it is just as important.  Ethical marketing means marketing with principles, respect, and a commitment to doing things the right way.  In the “age of fake”, this authentic, conscious approach to marketing is gaining traction as consumers become increasingly careful of the brands they support.

We want all of our customers to embrace ethical marketing, so here’s a quick look at the concept, its goals, and the essential actions that you can take to help your brand to thrive while building trust.

What Makes Marketing Ethical?

1. Value over Coercion:
   Ethical marketing aims to avoid coercive tactics that pressure customers into purchasing. Instead, it seeks to provide valuable solutions to real problems.
   
2. Honesty:
   Ethical marketing is built on a foundation of truth and transparency. It refrains from deceptive practices and misrepresentations.
   
3. Targeted Marketing:
   It involves getting your product or service in front of people who genuinely need it and showing them why your brand is the right choice.
   
4. Problem-Solving:
   Ethical marketing prioritises solving customers’ problems and addressing their needs rather than exploiting vulnerabilities.
   
5. Honouring Your Values:
   Marketing is acceptable when done for the right reasons. However, businesses that care about their impact on society must think about marketing that’s ethical and aligns with their values. This involves setting boundaries and sticking to them consistently.

Audit Yourself: How Ethical is Your Marketing?

1. Transparency and Accountability:
   Are you transparent in your marketing practices?  Do you take responsibility for your actions, words and imagery?  Do you ever resort to negative or fear-driven marketing? Do you choose sincerity and restraint over aggressive sales tactics?
   
2. Data Privacy:
   Do you protect your consumer and client data, and respect their privacy?
   
3. Commitment to Social Values:
   Do you promote and support diversity, sustainability, and good health, including mental health?
   
4. Balancing Benefits and Risks:
   Do you only maximise the benefits of your products or services and minimise any potential risks?
   
5. Person Over Sale:
   Do you always prioritise the well-being of your customer over making a sale?  Do you give them the time and the information they need to make informed decisions? Do you encourage your customers to make purchases confidently and positively?
   

Ethical marketing is about respecting your customers as individuals, sticking to higher standards of marketing, and building trust and relationships rather than making money.  By doing this, your brand can establish a positive reputation, foster customer loyalty, and contribute to a more ethical business landscape which is what we’re all after.