Ethics in Marketing

Ethics is not always the first thing that comes to mind when discussing marketing strategies. Yet, it is one of the main pillars of sustainable marketing. Without good ethics, companies are unlikely to survive in the long run. In this explanation, you will learn why ethics is essential and which ethical issues businesses tend to face. Let's dive right in.

Ethics in Marketing Definition

Unethical marketing not only harms customers and society in the long run but also ruins the company's reputation and puts its existence in threat. To achieve sustainable growth, companies should commit to ethical marketing practices.

An example of ethical marketing is fair pricing and advertisements that do not exaggerate the benefits of the promoted product. Unethical marketing practices may include sharing customer information without consent, making untrue claims about the product, or targeting emotionally vulnerable customers.

It's important to note that the line between ethical and unethical marketing is not always evident. Some marketing messages may seem highly relevant to a target group but offend others. Also, not all corrupt marketing practices are considered illegal. Maintaining ethics depends more on the company's social conscience than state rules and regulations.

Marketing Ethics in Consumer Behavior

While not all unethical marketing is outlawed, companies should maintain a 'good conscience' by complying with cultural norms and standards. They should avoid advertisements that promote undesirable customer behavior or hurt, confuse, and mislead consumers.

Here are practices to ensure marketing ethics:

• Reveal all details of the product to customers,

• Refrain from disclosing customer information without their consent,

• Avoid deceptive advertisements,

• Only promote products that are safe for customers to use,

• Offer fair pricing,

• Abide by the state laws.

Characteristics of Ethical Marketing

Ethical marketing tends to encompass the following features:

• Transparency - An ethical marketing campaign will reveal all truths about the products to the customer, including ingredients, components, and production processes.

• Customer data protection - Ethical marketers don't disclose customer information without consent. The information collected is only used to benefit the customers, e.g. recommending products that match their previous purchases.

• Human rights compliance - Marketing campaigns should not offend certain population groups by criticizing their mistakes or flaws.

• Sustainability - With environmentalism on the rise, companies should show how their products are sustainable and ethically produced in marketing campaigns.

• Customer value - Ethical marketing should aim to bring as much value to the customer as possible while limiting societal risks.

Importance of Ethics in Marketing

By conducting marketing ethically, companies can gain many benefits. Let's take a look at them in more detail.

Improve sales

Customers are more likely to return and make more purchases if the product has fair pricing and good quality, resulting in recurring income for the company. They will also recommend friends and family who might become the business's potential customers.

Build customer loyalty

People are averse to lies and trickery. A company can make fraudulent claims to get more sales, but as soon as customers realise they are being lied to, they will turn against the business and never purchase from it again. The only way to win customer loyalty is to be authentic by delivering the exact products and services as advertised.

Attract and retain talents

Businesses associated with good causes and social issues are more appealing to jobseekers as people not only look for a job with a good salary but one that makes the world a better place. Companies that maintain marketing ethics also have a higher retention rate, as their employees don't experience the guilt of lying to customers.

Maintain interest of stakeholders

Ethical marketing practices increase employees', shareholders', and partners' confidence in the business and convince them to continue investing in or maintaining the relationship with the company.

Ethical Issues in Marketing

Many ethical problems can arise as companies carry out their marketing campaigns. Here are some common examples:

Market research ethical issues

A major ethical issue in market search is the invasion of privacy. Nowadays, technology allows businesses to collect, store and use customer information in marketing campaigns. While this helps match the right product with the right customer more quickly, individual freedom might be violated.

There's also the problem of stereotypes when companies conduct preliminary research and make general assumptions about their customers - such as women prefer cooking or men enjoy watching sports. This no longer fits today's culture and can cause frustration among audiences who don't belong to these categories.

Deceptive advertising

This is the case where companies make certain claims about a product or service that they can't live up to. Deception in marketing often leads to severe consequences.

Forceful selling

Forceful selling exploits human emotions to make a sale. Marketers only care about getting the product sold, regardless of customers' needs.