What is ethical marketing? – Degree marketing

he is ethical marketing It is a marketing practice that aims to promote and sell products or services in a sensible way, respecting the values ​​and rights of the consumer and society in general. It aims to establish a relationship of trust and respect with consumers, rather than simply trying to increase sales at any cost.

It involves making conscious and responsible decisions at every stage of the marketing process, from product research and development to promotion and distribution. Some key principles of ethical marketing include transparency, honesty, integrity, fairness and respect for consumer rights.

Photo via World Fair Trade Organization

Benefits of using ethical Marketing

Applying ethical marketing to a business can have a number of benefits, including:

1. Improvement of reputation: Companies that use ethical marketing have a good reputation among consumers and society in general, which can build loyalty and trust among customers and increase brand loyalty.
2. Differentiation in the market– which helps differentiate a company from its competitors by demonstrating its commitment to fair and sustainable practices.
3. Reduction of legal and financial risks– Companies that practice ethical marketing can reduce legal and financial risks by complying with relevant laws and regulations and avoiding dubious or illegal practices.
4. Attractive talent: These companies can attract and retain talented employees who are committed to the company’s values.
5. Cost reduction– Implementing sustainable and ethical practices can reduce long-term costs by improving efficiency and reducing waste and environmental impact.
6. Increased customer loyalty– They can increase customer loyalty by showing their commitment to the social and environmental values ​​that are important to them.
7. Access to new markets: Companies that use ethical marketing can access new markets and customer segments that value sustainability and social responsibility.

All large companies are aware of their importance social responsibility and they appear by offering extensive information about their projects and progress in this regard.

Examples of companies that follow Ethical Marketing

Patagonia

Since the company’s core values ​​are based on environmental awareness, an ethical marketing approach comes naturally. Patagonia is a company that not only provides information on ecological methods, but also advocates a reduction in consumer culture.

A good example of moral advertising is the “Earth is now our only concern” campaign.

On Black Friday, Patagonia invited its customers to take a vow to reduce their consumption instead of buying more. The campaign made people think about the impact of their consumption on the environment, and they managed to change people’s habits.

Sensual coffee

Since its establishment, Conscious Coffees has worked hard to improve its production processes for the benefit of producers, farmers and suppliers in South America. It includes the commitment to fair trade and ethical production practices. The CAFE Livelihoods program offers courses and ongoing support and assistance to people from El Salvador, Guatemala, Mexico and Nicaragua so that they can create and run their own coffee businesses.