What if you were no longer looking to make a publicity stunt for your next product or service, but rather to focus on more important issues. Environmental protection, the fight against underage labor, local consumption, and many others will all be values that your company can promote. Ethical marketing consists of carrying out marketing actions relating to causes or moral values that your company supports.
Even if your brand's main goal is its financial sustainability, it also has social responsibilities . And thanks to ethical marketing, you will promote it. The issues are multiple. Your company asserts itself as a responsible actor within the community. Your actions will be likely to be a force for change in a world on the brink of crisis. And you will be able to extend your targets to those who share the same values as you. In the end, everyone wins. But in concrete terms, what is ethical marketing Explanations.
The History of Ethical Marketing
The idea of marketing appeared just over half a century ago. Historically, from the 1950s, the Yves Rocher brand had communicated in favor of sustainable development. It also promotes eco-responsible beauty which is part of the protection of nature and the environment until now. The brand thus has a good image since ecology is at the center of concerns.
It was in 1983 that the concept of ethical marketing began to democratize. At the time, the American Express had carried out a marketing campaign in order to help finance the renovation of the statue of freedom . For each purchase or use of their product, part of the profits was awarded to this cause. The American Express had just done marketing that was going to inspire many other brands.
Communicate on causes dear to the brand
Carrying out an marketing campaign for your business will consist of communicating on values without any commercial issue . It is a question of defending an important cause for your business but also for the whole of the company. You will then carry out actions so that your act is credible and consistent .
A non-commercial nature
Ethical marketing can be caused either by a deep conviction of managers or by the urgency of the situation. In both cases, it is the non-commercial nature of your action which will give legitimacy to your ethical approach. responsible marketing sustainable marketing as long as you seek to defend a cause favorable to general opinion. But whether you want to save tropical forests or support independent artists and artisans, the important thing is the voluntary nature of your action.
Consumption consistent with your values
More and more buyers want a more responsible consuming , particularly in line with their values. Indeed, a human rights defender would not buy anything from a brand that would employ minor children, for example. Consumers can therefore boycott a brand with which they have collaborated for a long time if its actions no longer correspond to their principles. Thanks to ethical marketing, you will then have a new clientele who will become attached to your brand because they will identify with you .
Be consistent with your values
Beyond a simple word aimed at encouraging this or that behavior, ethical marketing focuses more on the consistency of your actions with your values. Indeed, once your approach has begun, all your actions will be scrutinized, rightly, by consumers. Let's assume that your company advocates gender equality in the professional environment. Your own brand should then adopt a policy that goes in this direction. A good rating on the professional equality index between men and women would then be a perfect indicator to lend credibility to your ethical marketing .
An implication with immediate effect
Finally, your involvement must be effective and not just theoretical. It is not enough to say that you are going to send poor children to school for each purchase when nothing actually happens. You must be totally involved in the cause you are defending. Without this, it would just be “ washing” and could on the contrary harm the image of your brand.
Examples of ethical marketing
Since American Express, a large number of companies have contributed in their own way to various causes.
Coca-Cola and its various commitments
Look at the "our commitments" tab of the official Coca-Cola for example. See how the American brand is engaged in various fields: fight against global warming, carbon neutrality, or even men-female equality among others.
Companies taking action against overconsumption
H&M offers vouchers for those who come to bring clothes as part of their campaign to avoid overconsumption . The Levi's brand has been campaigning in favor of responsible consumption for several years.
Ethical marketing and the digital world
In the field of digital, search engines like Givewater or Ecosia donate part of their income to give access to drinking water and plant trees . Lilo will allow you as you browse the web to finance social projects of your choice. In short, marketing is everywhere and can support many causes.
marketing will be your ally for all the important challenges you want to defend. In addition, collaborating with brands that share the same values that your image will strengthen and will inevitably increase your turnover over time. What to please everyone, right?
If you hesitate as to the cause you want to defend, you can opt for tools like Magileads . You will then have a whole section of information and marketing automation . You will propel your business both while performing actions that will really have a meaning .
