This week (on a more positive note!) I want to move on from cringeworthy unethical marketing mistakes and talk about what I believe constitutes ethical digital marketing.
As we saw last week, ethical errors in digital marketing are likely to go viral and potentially alienate a huge chunk of their target market.
On the other hand, companies who use their digital marketing campaigns as methods of activism to inspire change can gain a very loyal customer base built on shared values.
More than half of consumers in Gen Z favour socially conscience brands according to new research from MNI Targeted Media (2018).
Brands such as Girlfriend Collective, Thankyou and Lush embody the factors of an ethical company. They market diversity and inclusion, sustainability and a global conscience. As a result, their digital marketing takes on these same ethical principles.
All three of these companies (and many, many more) can attribute a lot of their success to these ethical marketing decisions!
Thankyou is an Australian personal hygiene brand with a mission to eradicate global poverty.
Their products feature a QR code which allows the customer to track the progress that their purchase has made in a project working towards causes such as water sanitation and maternal health!
Lush is a company that spreads its ethical cause far and wide: from environmental sustainability, ethical sourcing and fair trade to winning Forbes’ list of diverse companies!
The last example I want to use is Girlfriend Collective, a company that makes ‘slow fashion’ activewear out of recycled plastic water bottles and fishing nets! Their transparency in the production process and body inclusivity in their online marketing campaigns are very persuasive advertising…(I would know, I now own two sets!).