Ethical Marketing: 4 Values All Brands Should Strive For
Public relations professional, head of the Nashville office of The Dalton Agency , author of The Joy of Propaganda: The How and Why of Public Relations and Marketing.
Today's consumers demand that companies not only provide high quality products and services, but also demonstrate ethical behavior in their marketing practices. Ethical behavior is an essential aspect of building long-term relationships with consumers.
In this article, I'll list what I believe are the core philosophical values that guide ethical marketing—the values that have guided our PR agency work for the past 23 years—and explain how brands have applied them to their strategies. . .
Sincerity
Integrity means telling the truth, being transparent and avoiding deception. In the past, many companies have used deceptive tactics in their marketing practices to gain a competitive advantage. However, with the advent of social media and other digital channels, such tactics are easily exposed and can damage a brand's reputation.
An example of fraud is the Volkswagen diesel emissions scandal. The company has admitted that it uses software to identify when its cars have been tested for emissions and performance adjustments to pass tests. However, under real driving conditions, the cars emitted 40 times the legal limit for NOx Many consumers felt cheated and the company faced a lot of backlash for questioning the brand's ethics.
On the plus side, Tylenol The Tylenol scandal of 1982 showed how to respond honestly and publicly to the crisis, when several people died after taking Tylenol with potassium cyanide. The company quickly and completely shared information about the incident and took a huge financial hit, removing and destroying all products on the market at the time. Tylenol's integrity not only saved lives, but also the company's reputation. A year after the accident, Tylenol sales reached pre-accident levels and the company was praised for its ethical response to the tragedy costing more than $100 million.
Respect for individual rights
This includes respecting privacy, protecting data and preventing discrimination. Consumers have the right to control their personal information and how companies use it Brands must ensure that they are transparent and seek consumer consent about their data collection and usage practices.
The most recent example is the European Union's General Data Protection Regulation (GDPR). Brands that prioritize individual rights and respect consumer privacy are more likely to build consumer trust and loyalty.
Respect for human dignity
Brands need to recognize the inherent value and worth of each person and treat them accordingly. In marketing, respecting human dignity means avoiding methods that exploit or manipulate consumers, such as deliberate deception.
For example, while influencer marketing can be an effective way for companies to reach new audiences, some influencers have been criticized for promoting products they do not already use or endorse, or for promoting products that may be harmful or unethical. This lack of credibility and transparency can be seen as a violation of respect for human dignity.
responsible
Marketers have a responsibility to ensure that their marketing efforts do not harm individuals or society. They must also be responsible for ensuring that their products or services are safe and reliable.
For example, in 2019, a popular vaping brand was criticized for its marketing practices, which contributed to the rise of vaping among teenagers. The company uses colorful packaging and social media influencers to target the youth knowing its products are highly addictive and harmful The company's marketing practices have undermined the public good and created a public health crisis.
Another example of negligence is the problem of greenwashing, the practice of making false or misleading claims about the environmental benefits of a product or service. This has become an important issue as consumers become more aware of environmental issues and look for sustainable products. Companies are being urged to be more transparent about their environmental practices and to ensure accountability in their marketing efforts.
Diploma
Ethical marketing is essential to building trust and long-term relationships with consumers. Brands that prioritize integrity, accountability and individual rights and human dignity will not only meet consumer expectations, but also differentiate themselves from their competitors. By incorporating these values into their marketing strategies, brands can positively impact society while driving business success.
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