ETHICS CAN BE A GREAT MARKETING TOOL – 3 OBSERVATIONS The Financial Times defines ethical marketing as, ‘a process through which companies generate customer interest in products/services, build strong customer interest/relationships, and create value for all stakeholders by incorporating social and environmental considerations in products and promotions. All aspects of marketing are considered, from sales […]

ETHICS CAN BE A GREAT MARKETING TOOL – 3 OBSERVATIONS The Financial Times defines ethical marketing as, ‘a process through which companies generate customer interest in products/services, build strong customer interest/relationships, and create value for all stakeholders by incorporating social and environmental considerations in products and promotions. All aspects of marketing are considered, from sales techniques to business communications and business development’.   I would argue that this definition is too limiting. Ethical marketing is much more than a process for generating interest in products or facilitating relationships. Ethical marketing is about aligning the values of the business or brand with those of the primary target market, and then ensuring that the business behaves in a way that is consistent with those values. It is about much more than customers. Consider its importance in attracting, retaining, and optimising the performance of the best staff.   So how does a business…