How Can Ethical Marketing Help Your Business Grow?

Ganesh Sharma

Team Glocify

ethics in marketing

Consumers who choose companies based on their values, or values-based consumers, are becoming increasingly common; COVID-19 has accelerated this trend. These customers are starting to understand the significance of sustainability and corporate social responsibility. However, the sustainability plans of far too many businesses are still performative. Nonetheless, businesses ought to respond to the demands of consumers who base their decisions on their values by adopting Ethical Marketing strategies and here’s why: 

  • When buying online, 62% of young consumers in the UK between the ages of 25 and 35 would prefer to be able to filter product lists according to their beliefs. 
  • 41% of Millennials and 1 in 2 Gen Zs are more likely to purchase products from companies that support social issues.
  • In the event that a brand does not employ diverse marketing and promotion, 54% of Gen Z and 42% of Millennials will avoid it.

When done well, it can increase consumer loyalty and trust while adding long-term value to brands; nevertheless, there are many moving parts that must come together. 

We’ll go over Ethical Marketing guiding ideas in this guide and show you how to apply them to your company. However, before anything else, we must first understand what marketing with ethics actually means. 

What Is Ethical Marketing?

ethical marketing principles

Ethical marketing is the strategies employed by companies to market their products and services that extend beyond conventional promotional approaches, as it intricately intertwines the narrative of corporate responsibility and consumer satisfaction. This innovative approach involves showcasing not only the inherent benefits of their offerings but also emphasizing the profound impact they have on socially or environmentally conscientious causes.

What Are the Principles of Ethical Marketing?

When it comes to morality, everyone’s perspective might be different. However, there are several points on which every marketer and consumer will agree. These points include: 

1. Transparency

You must maintain transparency and candor in all facets of your marketing, including those that you feel would discourage a prospective client from buying your products or services. You may gain a few clients by withholding information, but you will ultimately lose a lot more.

2. Honesty

It’s an extremely simple point. Don’t mislead investors and customers by lying. You might make a lot of money for a while if you break this ethic, but you will ultimately fail. That is not an expense you wish to incur. Do you also?

3. Integrity

Being a marketer with integrity fundamentally means being true to morally sound decisions and Ethical Marketing techniques, even under tremendous pressure. Wholeness of character is a highly important quality for a marketing executive to have.

4. Promise-Keeping

Make sure your promises to customers or investors are reasonable before making them. It is crucial that you genuinely intend to keep the promise you are making. Breaking this code of ethics could destroy your reputation and that of your business.

5. Loyalty

You should honor your clients’ loyalty and respond similarly if they are selecting your goods and services over competing offerings. Businesses will unavoidably have ups and downs. During hard times, marketers and business owners must continue to use successful marketing techniques and cultivate client loyalty.

6. Respect Consumer’s Privacy

Unfortunately, sharing customer information has become standard practice for many businesses, raising worries about privacy and worry among customers. It is your responsibility to take all appropriate safety measures to guarantee the privacy and security of the personal data you get from your customers.

7. Commit to Sustainability

Consumers these days are significantly more concerned about the product they purchase and its manufacturing process, particularly about sustainability. As a marketer, you must choose the most environmentally friendly path possible while being transparent about the products and production techniques you employ.

8. Show Empathy

Be receptive to clients’ requests for information, questions, and grievances, and be sure to help them as much as you can. Making sales is not as important as providing after-sale services and support.

9. Maximize Benefits, Minimize Risk

Respect the time and money of your clients and inventors. This will benefit not just your clients and investors but also your company as a whole because it will enhance its reputation.

10. Don’t Exaggerate

Very direct. Don’t exaggerate when promoting your goods and services. Keep your product from appearing more complex than it needs to be. In addition to being unethical, it may also engender discontent, which will cause you to lose business.

11. Don’t Make False Comparisons

Promoting the superiority of your products or services is the primary objective of marketing. It is immoral and can badly damage your company’s reputation to minimize your competition through false comparisons. Whenever feasible, it is better to capitalize on your own products and services’ advantages over those of your competitors.

12. Don’t Exploit Emotions

You can pique customers’ interest in your business by appealing to their emotions, which is acceptable up until it’s done constructively. But, it’s crucial to watch out for manipulating your customers’ feelings when they’re trying to find sympathy and empathy. Your reputation may suffer greatly as a result of this unethical behavior.

Why Should Ethical Marketing Be Used by Brands?

two people discussing

These are two main factors why brands should consider Ethical Marketing:

  • Customers with moral principles require Ethical Marketing. The sophisticated consumer of today has high standards for the brands and corporations they interact with in terms of their social and environmental policies. Forrester’s data shows that brands that commit to social justice causes are supported by 73% of the US, 72% of the UK, and 84% of metropolitan Chinese Progressive Pioneers, who are the most empowered section; Companies should protect the environment, according to 79% of US Progressive Pioneers, 83% of UK Progressive Pioneers, and 85% of metro Chinese Progressive Pioneers. A rising number of firms are using Ethical Marketing in response to these growing consumer needs.
  • When Ethical Marketing is done well, it creates loyalty and long-term value. Brand loyalty is influenced by the positive association among Ethical Marketing, consumer-brand relationships, and customer perceptions of product quality. Instead of being a one-time endeavor or a chase after the newest trends, Ethical Marketing is a long-term game. Companies that regularly communicate their ideals through Ethical Marketing stand to gain more from it: according to Forrester research, over half of consumers would rather purchase products from companies that uphold their core beliefs than follow the newest fashion.

How Should Brands Adopt Ethical Marketing?

Hand holding paper written how

When Ethical Marketing is done poorly, it can lead to negative consumer feedback and negatively affect a company’s ability to operate, including lower sales. Customers were horrified and deceived upon learning about Innisfree’s greenwashing tactics: The bottle it was holding, clearly marked “Hello, I’m Paper Bottle,” was actually made of plastic with a paper cover. Adopting marketing with ethics approach necessitates a long-term plan with a defined implementation methodology. Companies should incorporate their basic principles into all aspects of their marketing. As they set out on this path of Ethical Marketing, brands ought to:

  • The Ethical Marketing mix is the first step in determining success or failure. The four components of the Ethical Marketing mix—product responsibility, price transparency, place (channel) fairness, and honest promotion—are modeled after the four Ps of marketing. When marketers employ the four pillars of Ethical Marketing to win over consumers’ hearts and wallets, there are best practices to adhere to and pitfalls to avoid for each component.
  • Adapt moral marketing to changing customer requirements. Value perception varies among consumers across markets based on factors such as cultural background, social environment, economic standing, and level of digital literacy. They do place a high priority on shared core values, such as protecting consumer privacy and supporting environmental growth when interacting with and buying from firms. 

Go over further Ethical Marketing considerations. There are gray areas in Ethical Marketing. There is a continuum for it, and brands have to draw their own conclusions. These are never easy choices to make, and not every moral marketing move will boost the value of the company and its customers. Brands must perform a cost/benefit analysis and evaluate the benefits and drawbacks of several ethical marketing methods, such as compliance, aesthetics, and localization.

The Advantages of Ethical Marketing

three hands together

  1. Building Trust and Relationships: Like friends who rely on honesty, ethical factors in marketing help brands build trust with consumers. 
  2. Demonstrating Empathy: Similar to understanding and respecting friends’ values, Ethical Marketing demonstrates empathy toward customer concerns. 
  3. Creating Authentic Connections: Just as authentic friends are valued, Ethical Marketing fosters authenticity. A number of brands exemplify authenticity by promoting fair trade practices and social justice causes.
  4. Promoting Shared Values: Like individuals sharing common values, Ethical Marketing aligns with consumers who share similar ethical beliefs.
  5. Inspiring Loyalty: Ethical Marketing engenders loyalty akin to friends supporting each other. 
  6. Contributing to a Better World: Ethical Marketing, akin to contributing positively to society, allows brands to contribute to social and environmental causes.

Right ethical factors in marketing, not only benefit brands but also create meaningful and lasting connections with consumers.

Examples of Ethical Marketing

Here are five real-world examples of Ethical Marketing to offer you a more comprehensive understanding of what it entails in practice. 


Patagonia is well known for its dedication to sustainable environmental practices. The company employs recycled materials, actively supports fair labor standards, and contributes a portion of its sales to environmental charities.

patagonia brand


With its “One for One” business concept, TOMS is a leader in Social Ethical Marketing. TOMS emphasizes social responsibility by donating a pair of shoes to a child in need for each pair of shoes purchased.

toms brand


Lush is dedicated to producing eco-friendly and cruelty-free goods. The company utilizes little packaging, abstains from animal testing, and contributes to a number of environmental and humanitarian initiatives.

lush brand


Starbucks is renowned for its support of farmers, ethical coffee bean sourcing, and advocacy of sustainable methods. The company also participates in social responsibility programs, such as fair trade and ethical advertising practices.

startbucks brand

Ben & Jerry’s

Ben & Jerry’s is renowned for its dedication to ethical ingredient sourcing and social justice. Through its initiatives, the company actively promotes a number of social and environmental problems.

ben and jerrys brand

These companies exhibit a variety of ethical marketing strategies, including fair trade, social responsibility, and environmental sustainability.

Wrapping it Up!

Ethical Marketing is a potent driver of business growth, extending beyond a moral compass. Commitment to ethical practices fosters sustainable success:

  • Building Trust with Ethical Factors in marketing: By placing a strong emphasis on integrity and openness, ethical marketing builds trust, which is the cornerstone of long-term client commitment.
  • Customer-Centric Ethical Marketing Strategies: Businesses can build long-lasting relationships by matching marketing techniques with customer values. Companies that align with social and moral values serve a growing number of morally aware customers.
  • Enhancing Brand Reputation Through Ethical Advertising: Socially conscious consumers are drawn to brands with a great reputation thanks to ethical advertising. Maintaining moral principles improves reputation.

Ethical marketing is a growth strategy rather than just a checkbox. Embracing moral values in all facets of marketing creates the conditions for long-term prosperity, client retention, and constructive social effect.



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