The problem with unethical marketing is that it’s often as effective as it is unethical. When the bottom line is the single point of focus, ethical marketing takes a backseat to dishonest communications. How can we change this?
The good news is that consumers are already asking for change. The days of pulling the wool over the customer’s eyes are over. Today’s consumers are savvy; they have Google at their fingertips. They can research your product, your company, your CEO, your policies.
If you’re selling soap or soup, ethical marketing may seem like a minimal concern, but in specific industries, such as health, medical, addiction treatment, behavioral health, beauty & exercise – the customer’s needs MUST be put first and ethical marketing can be crucial to the client’s well-being.
More good news is that companies are responding. Ethics in business is a subjective topic, but anyone can honestly answer the question for themselves “Do I sound like a deceptively smooth-talking con-artist or an honest, upfront representative of my company’s ethical corporate culture?”
Ethical marketing is not a list of rules set in stone; it’s a set of guidelines to assist companies as they evaluate new marketing strategies. It’s a standard to check all marketing against, from the representative, to the messaging, to the customer relationship.
More specifics on Ethical Marketing Principles in my next blog post.