Marketing can be a real jerk. It can be manipulative, gross, self-serving, and dishonest. It’s kind of like that person who says they want an open relationship only because they want to sleep with other people. And then get mad because they severely underestimated their market value.
Just like ethical non-monogamy is a legit practice, so is ethical marketing—and it’s gaining more traction every year. We care more about the values of companies we buy from. We care more about sustainability. And we care more about how marketing influences our spending.
What is Ethical Marketing?
Think about the level of transparency and honesty that you would give to a potential partner. Now give that to your potential customers. That’s it. That’s ethical marketing.
Okay, okay.
I’ve got more information for you.
But seriously, it is that simple.
Whether you’re selling a course, a product, or your services—your marketing prioritizes moral values and social responsibility. You’re not using strategies or language that exploits or deceives consumers, contributes to social injustice, or uses inflammatory or derogatory language. Ethical marketing involves transparency, honesty, and integrity.
3 Key Points of Ethical Marketing
1. Honesty and Transparency: You’re giving the truth. You provide what you say you provide and you charge what you say you charge.
2. Respect for Consumer Privacy: We’ve all got concerns about our data privacy (or lack thereof), and you’re not gonna be shady about that. You’re getting explicit consent before collecting data and being transparent about how it will be used.
3. Inclusivity and Fairness: Check out your website, your social media, or your advertising. Are you using images that promote diversity? Are you being respectful and thoughtful in your language? Is everything optimized for accessibility? Of course it is. Because you’re cool like that.
Why is Ethical Marketing Important?
Because being ethical is important.
And because it’s good for your business.
And some other stuff, too.
Building Consumer Trust: If you’re charging money for something, you’re entering into a relationship with the person buying. And we love healthy relationships! Be the person they know they can trust by always being honest.
Getting a Good Reputation: When people trust you, they tell other people, who then want to work with you. Which then builds your business and puts you in front of more people who need you! A loyal audience will support you and want to help you succeed.
Make Your Business Better: You’re committed to ethically marketing your offerings. So when something doesn’t do exactly what you want it to, you don’t lie about it—you make it better! You keep improving and your customers benefit.
Don’t Get Sued: Making false claims, ignoring safety concerns, and misleading people about money can all land you with a lawsuit. And rightly so. Not that I’m worried, you’re way too principled for that.
How to Be an Unethical Marketer
Not that you would!
Still, let’s talk about the things you definitely don’t want to do.
There are certain practices that will tank your credibility faster than talking about crypto in your Hinge profile. You’ve probably encountered most of them online at some point, so you know how frustrating they are.
Clickbait
I hate clickbait! (shakes fist at sky)
You’ll Never Believe What Someone Kinda Famous Is Doing RIGHT NOW!
This Moral Panic is Everywhere and Your Kids are in Imminent Peril!
Deadly Poison in Your Food? Probably!
You know what I mean—those super sensationalized headlines that scream at you to click on them. And never actually give you what they promise. No good will come of them.
Spam Emails
If you have email you know how annoying it is to receive seven hundred and ninety-three emails a day from people you have no idea who they are. If you have an email list, you’re only sending them relevant, helpful things that they consented to receive. Your unsubscribe button is easy to find and works.
Keyword Stuffing
Keywords, those words or phrases that help search engines find you, are needed for good SEO (search engine optimization). So why not just absolutely cram them into every sentence you can?
Well…
When you overload keywords into your webpages it gets messy fast. For one thing, it’s not good writing. Are you going to sign up with this person?
“Hello! I’m a therapist that does therapy for people who need therapy. My therapy practice in THIS CITY that is taking new clients is great. I also have a therapy practice near you in THIS CITY.”
Yeah. No.
For another, this is something that Google and other search engines are really cracking down on and will definitely hurt your ranking online.
Bait and Switch
Ah, the good old bait and switch. A classic con updated to the internet age. Basically, this is where you think you’re buying one thing for one price, but it shows up in your cart as a different, more expensive item or service.
It can also mean selling something, let’s say a course teaching you how to better relate to your partner, and then giving you something different—like a 30-minute sales pitch about hiring you to work one-on-one with very little or none of the actual information people were looking for.
There are others, mostly relating to your web content, that aren’t as much of an issue with newer search engine algorithms. Like deceptive redirects, where a link doesn’t go where you say it does. Or cloaking, where your search engine description doesn’t match the actual content. Needless to say, all of them are not what we’d call ethical marketing.
Ethical Marketing and Your Business
Consumer awareness is at an all-time high. The hit-you-over-the-head, obvious advertising of the past doesn’t work anymore. Marketing today needs to be authentic and genuine, it needs to evoke a feeling, or solve a deeper problem.
If you believe in your business, believe that it is truly helping people, then marketing is a great thing! You’re not tricking someone into buying something they don’t need, you’re showing people how they can benefit from your expertise. You’re being honest about who this is for, and who it’s not for. As long as you’re being true to yourself and your values, you’re doing it right.
If you’re still not sure or don’t know where to start, I’d love to talk about how I can help! Check me out at www.sararaycreativecontent.com and schedule a free consultation.
Conclusion
Ethical marketing is no longer a mere trend; it is an essential component of a successful business strategy. By prioritizing honesty, transparency, and social responsibility, companies can build trust, enhance their reputation, and foster customer loyalty. In a world where consumers are increasingly aware of the impact of their purchasing decisions, ethical marketing serves as a pathway for businesses to align their practices with the values of their customers.
As we move forward, the importance of ethical marketing will only continue to grow, offering companies a vital opportunity to not only thrive economically but also contribute positively to society. Embracing ethical marketing is not just a moral obligation—it is a business imperative.
About the Author:
Sara Ray is a copywriter crafting feminist and inclusive copy for sexual health and wellness businesses. Using her experience working in sex-positve spaces, she writes meaningful, informative, and relatable content that helps you reach more people.
Whether you need marketing materials, website content, or emails, Sara creates copy that resonates with your client base and clearly articulates your message. She believes strongly in the need for intersectionality in social justice and is committed to trans-inclusion and anti-racism in her business.
She is a book nerd, a DnD enthusiast, and a Leo.
To view Sara's Special & Exclusive offers to SBC members - visit:
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