What is Ethical Marketing ?

Marketing Ethics

Definition

• Marketing ethics is a moral compass, guiding a company's promotional activities.
• It's based on respecting consumer rights, desires, and expectations.
• It balances business goals with ethical considerations.

Ethical Marketing

• A subset of marketing ethics, focusing on fair and transparent practices.
• Examples: Fair pricing, honest advertising.
• Unethical marketing: Breaches of customer privacy, sharing information without consent, false claims, targeting vulnerable customers.
• Navigating ethical dimensions builds trust and contributes to a principled marketplace.

Key Principles of Marketing Ethics

• Empathy: Understanding customer needs.
• Honesty: Avoiding manipulation and exaggeration.
• Sustainability: Commitment to environmental and social well-being.
• Transparency: Openness about business operations.
• Promise-keeping: Fulfilling promises to customers and society.

Examples

• Ethical: A company selling organic cleaning products claims natural ingredients and biodegradable packaging.
• Sustainable: The Green Fiber Bottle Project (Carlsberg advertisement).
• Sustainable: Lacoste's "Save Our Species" campaign.