What is Ethical Marketing?
Marketing is a crucial aspect of any business, and for many of us, it can be frustrating! Oftentimes that frustration comes from feeling as though marketing is slimy, grimy, and gimmicky. So what if we consider a different approach to marketing? In this series, I explore ethical marketing and humane marketing. The concept of ethical marketing is not new, but it's important to have a shared understanding of what it means. In this post, I outline five pillars of ethical marketing that are important to consider in understanding what ethical marketing is all about:
Empathy: Do we understand the needs of our customers and clients? This is the first pillar of ethical marketing. By understanding the needs of your customers and clients, you can better tailor your marketing approach to meet those needs. This means being able to really understand your customers and the problems, challenges, or frustrations they’re facing then provide support or ways to help.
Honesty: Are we being honest with our customers and clients? This pillar of ethical marketing is about avoiding any forms of manipulation and exaggeration when promoting your business. Be transparent about your products and services, your knowledge, and experience, and the truth about the ways that you are promoting your business.
Transparency: Are we being open and transparent with our customers and clients? This pillar of ethical marketing is about being honest and upfront about the way that you use marketing, including the exchange of information. If you offer a free widget in exchange for an email address, be transparent about it, and don't call it a free resource. The same goes for pricing! Avoiding tactics like charm pricing, which takes advantage of how we read numbers. Being transparent with your marketing in big part means getting honest with yourself!
Social Responsibility: Does your business contribute to harm? This pillar of ethical marketing is about considering the impact that your business has on the environment and the collective. Consider whether your business is perpetuating harmful ideas or concepts, and whether it is creating harm toward communities and individuals. This requires extra consideration, depending on the product or service you are selling. Investing in those who teach and share knowledge about decolonization, and anti-racism can support you in understanding the ways in which your business might be contributing to harm.
Accountability: Are you delivering what you promised to your customers and clients? This final pillar of ethical marketing is about keeping your promises and following through on what you said you would do. Too often, small businesses make promises and fail to deliver, which is why it's important to be honest and transparent with your customers and clients.
Consider these five pillars as you plan your marketing. It’s one of the ways that you can build more trustworthy relationships with your customers and clients. It’s an opportunity to model what is possible when we put the people in our business before the systems we live within.
Curious to learn more about kinder ways to market your business? Check out my article on Humane Marketing for some tips on how to plan your marketing. Or access my Personal Rhythms Marketing Guide (I ask for your email).