Let’s talk your startups ethical marketing strategy

Talking about ethics and marketing in one sentence can sound like a bit of a contradiction. Because let’s face it, whilst marketing is all about advertising your business with the sole purpose of attracting customers, it’s not always done with honesty at the forefront (or so I’ve heard!)

When we’re talking about ethical business marketing we’re referencing the practice of promoting and advertising your products in a way that is honest, transparent, promotes sustainability and is respectful to consumers.

So what does this have to do with your startup and how will it benefit you? Simply put: following moral principles and considering the broader social impact of marketing puts you ahead of your competitors. Research shows consumers really do notice these marketing efforts and with 9 in 10 consumers stating they’ll “go with” a company that ethically sources their material over those that don’t, you’d be crazy not to ensure all your B corp boxes are ticked.

Marketing vs. your startup

How exactly you market your business is often a determining factor in how successful your startup will become. Think of the Barbie movie as a case study. With a marketing budget of $145 million – you read correct – in the lead up to the film’s release the entire world seemed to be Thinking Pink. From revamping the Malibu DreamHouse, collaborating with Burger King, partnering with Bumble – the team ‘Barbie-fied’ everything… Google included! Lisa McKnight, EVP and Global Head of Barbie and Dolls said it best when talking to Adweek, “This movie will recontextualize the brand for the next decade.” So, you get it. The impact of marketing is mega – so how to make sure the first step you’re taking is the (morally) right one?

The key principles of ethical marketing

Create a customer-centric approach

Always be thinking about your customers — their needs and interests come first. Ethical marketing is understanding and addressing the real needs of consumers rather than manipulating them through misleading tactics like false images and copy. Avoid the temptation. It’s like the Jackson Five said, it’s as easy as ABC (Always Be Customer-centric!)

Create a customer-centric approach

Always be thinking about your customers — their needs and interests come first. Ethical marketing is understanding and addressing the real needs of consumers rather than manipulating them through misleading tactics like false images and copy. Avoid the temptation. It’s like the Jackson Five said, it’s as easy as ABC (Always Be Customer-centric!)

Don’t skip talking risks

From the nature of your products, to the costs and the risks involved – don’t avoid being transparent. Mentioning risks (like disclaimers, for instance) won’t actually turn customers away, but instead, it gives them more insight, trust and confidence in your brand. Nothing says Red Flag like someone who claims to have no red flags!

Honesty is honestly the best policy

You’ve heard it before, but we’ll say it again. Honesty is ALWAYS the best policy. Making false claims, exaggerating your products features and/or writing purposefully misleading descriptions will get you on the fast track to losing clients, and millions in lawsuits. Our advice? Just don’t.

Protect your customers

In the wake of AI, consumers are understandably concerned about their online info. Be the business to lift that weight off their shoulders by respecting their privacy and complying with data protection regulations. Remember: ask for their consent before collecting and using personal data, and then ensure you’ve got enough security to protect customer trust.

Be respectful

A few days after the Titan submersible imploded, Subway, the fast-food sandwich chain, took to the streets with an ad that read, “Our subs don’t implode”! Yeah, we wish this was a joke. Instead it was a very real jab at the sub that did implode and killed 5 people, a shameless and tasteless marketing ploy that left customers with a bad taste in their mouth. To avoid taking a bite out of subways mistakes, remember to take a step back and ask yourself: “does this ad respect the dignity and values of consumers?” and “does this ad avoid promoting stereotypes or discriminatory messaging?” It takes two seconds to reflect, so don’t skip it!

Monitor your marketing and accept accountability

For your startup to be considered an ethical one, you’ll need to invest time into monitor your current marketing practices to ensure that they match up with the ethical standards you’ve set. If mistakes occur – it happens – take responsibility immediately and correct any misleading or unethical marketing efforts. Don’t avoid the drama by pretending it didn’t happen. Remember we’re all human – so it’s normal to take mistakes. Apologise and correct… and then maybe run a few A/B tests beforehand next time.

Ethical business marketing aligns marketing strategies with moral principles, ensuring honesty, transparency, and respect across all interactions with consumers. Want to build trust and long-lasting relationships with your audience? This is how. And it’s because we live in an increasingly conscious and socially aware market, that ethical marketing is not only a moral imperative but also a strategic advantage for for success. It’s a win/win.