Ethical Marketing: Is Marketing with Heart the Key? Meet 6 Freelancers Who Think So ??

Welcome to "Marketing With Heart", a special edition where we get to know incredible marketing freelancers who are all about putting ethics first. My main goal here is to inspire brands with a strong sense of purpose to take on a more positive, sustainable, impactful, accessible, and inclusive approach to marketing.

I'm seriously stoked about this week's lineup because I've got 6 unbelievably amazing marketing freelancers to feature. These ladies are seriously inspiring, and I couldn't be more grateful that they agreed to be a part of this. Trust me; you're in for a treat!?

But before we dive in, I just wanted to take a moment to introduce them to you. ??

?? ? Alexandra Asanache — an ethical marketer who believes truthful and transparent marketing practices can positively impact people, the planet, AND business revenues. She helps clients market their businesses authentically through consulting and account management since 2020.

?? Daiva Dominyka — an ethical marketer and climate activist ready to support your company‘s growth in a regenerative and ethical way. She is driven by storytelling and creativity that builds communities, restores the planet, and fosters genuine relationships.

?? Gabriella Yan — a bubbly, creative, highly organised and slightly OCD event planner with a multicultural background, a passion for meticulous planning, a love for storytelling, and a commitment to various causes such as environmental conservation, child welfare, and sustainable food choices.

?? Kelly Green — an experienced marketing professional with a background in content creation and marketing strategy, specialising in sustainability and ESG communications for purpose-driven brands.

?? Tathiana Sánchez — a marketing and cultural diversity consultant with over 12 years of experience in e-government, communications and marketing, passionate about enhancing cross-cultural understanding through more inclusive and diverse communications?

?? Treasure Okure — a versatile content marketer and creative professional, specialising in media-based content creation for businesses and personal ventures, with a focus on storytelling and audience engagement.

… Now, get ready to be blown away by their stories and insights. ??

1. How would you describe ethical marketing in your own words?

Alexandra

Ethical marketing means being conscious about the impact of your communication strategies on people and our planet. It’s not about putting purpose before profit. Rather, it's about embedding purpose and conscious thinking in every aspect of business and marketing.?

(...)

In practice, ethical marketing happens by:

- Avoiding deceptive tactics and false advertising, such as greenwashing or fake scarcity;

- Taking accessibility, diversity, and inclusion into consideration when creating marketing campaigns;

- Considering the impact of your business and marketing on the planet. This can be directly through carbon emissions or pollution, and indirectly? by influencing conscious consumer behaviour;

- Being mindful about the psychosocial impact of your marketing campaigns on consumers. For example, avoiding weight loss product campaigns that could contribute to unhealthy behaviour;

- Choosing to take data protection and privacy seriously;

- Communicating your actions and results in a transparent manner with your customers;

And it doesn’t stop here!

I believe ethical marketing can also mean different things to different businesses. The key is to start with the basis that you want to do better for your customers and the environment. Then, the areas where your marketing could become more ethical will naturally stand out, highlighting where work may need to be done.

Daiva

Ethical marketing is a conversation with your conscious self. It’s an action taken with the intent to do good for a fellow human, animal or planet, embraced with honesty, humility, and transparency and channelled from deep corners of your heart. It’s inspired by deep purpose and supported by the community you serve.

Gabriella

For me, ethical marketing means marketing honest and fair to the intended target audience and not overselling your product or services while considering the impact on individuals, society, community and the environment.

Kelly

Ethical marketing is marketing that is honest, authentic, transparent, inclusive, diverse, and considerate. It considers not only the needs and values of the customer, but also of wider society and the planet. Ethical marketing claims should be truthful, considered, cohesive – sharing the whole picture, not giving a false representation just to draw clicks or quick sales.

Tathiana

Talking about ethics and marketing is never easy. Always seems to be a contradiction, even they seem to be antonyms. For me, ethical marketing is how we communicate and promote the values of our business. It is nothing different to think of having a win-win relationship between business and clients, where one is giving solutions to help others to make their lives better. Being ethical in marketing is being intentional in the way things are communicated, creating empathy, keeping what we promise and wanting truly to serve. This is key because honesty and service create pure connections.

Treasure

To me, ethical marketing is when companies promote and advertise their products and services in a way that is conscious of social, economic, and environmental realities. It is more than a type of marketing. It is a philosophy that entails businesses actively demonstrating that they care about the greater good of society, not just their profit or ROIs. Ethical marketing requires commitment.

2. Can you share an example of a marketing campaign that you believe successfully incorporated ethical considerations?

Alexandra

A great example is Intrepid’s guidelines on ethical marketing, part of their Responsible Business initiative. I always admired them for pioneering true implementation of responsible travel principles in the tourism industry. In 2022, they came up with an amazing resource that goes beyond their industry. In fact, I feel it can serve as inspiration for any business who wants to take ethical marketing seriously but doesn’t know where to begin.

Daiva

TAZO organic tea has recently launched a video marketing campaign that reflected a regenerative culture: they shot the video in the back garden without using AC or lights and used solar power where needed. They also hired the local community to reduce flight emissions, provided child care on set, used plants instead of props and cooked vegan meals instead of ordering tons of wasteful takeaways. They also challenged the status quo in their messaging by revealing that business as usual is killing the planet, oh and the best part: they donated 1 dollar from each view to Rodale Institute - organic farming NGO. In 2 minute video, they managed to promote their product, build brand awareness and gain trust and support regenerative farming, disclosing the need for farmers' healthcare, education and adequate wages.?

Of course, they were very good at advertising how they created this campaign, so we have to be careful for ‘regeneration’ not to become another buzzword, but I believe they did a great job and put more effort than any other recent campaign that I know. That’s where we’re heading - brands prioritising impact by changing their supply chain, involving all stakeholders in their purpose along the way and leading the cultural change.

Gabriella

I think Patagonia stands out as a socially responsible clothing company that incorporates ethical considerations into their marketing. Evident in their “Don’t Buy This Jacket” campaign, which not only promotes their brand but encourages consumers to consider the impact of their actions on the environment, I thought that was a very smart and witty campaign from a marketing perspective.

Tathiana

I think all brands which are showing their processes in creating their products, their challenges and their decisions are doing it well. Even showing mistakes, the dark parts, and the difficult decisions. An amazing example of a campaign that I remember now was made by a brand called “Chipotle Mexican Grill” in 2021, and they made a short animated video, where they show all the decisions to make in their industry and how they decided to do it in a sustainable way. Actually, the video was viral and impacted many people, because, in my point of view, it was being honest.

Treasure

Another example of ethical marketing that comes to mind in Nigeria was when Nivea, a skincare company, changed the name of one of its products from Nivea Natural Fairness Body Lotion, to Nivea Perfect & Radiant Body Lotion. It might seem like a minor change, but in a country where bleaching is an epidemic that has generated a lot of conversations on colourism and body image, I thought it was a great move in the right direction to use a name that embraces all skin colours, and to show that the focus of skincare should not be on achieving lightness in complexion, but rather in having healthy skin.

3. What are some common ethical dilemmas that you have encountered in your work as a digital marketer, and how did you address them?

Alexandra

In my work, the following two dilemmas come up most often:

1. The people who encourage unethical practices in the industry are also the ones shouting the loudest about their success and 6 figure lifestyle. This creates the impression that one must use the same tactics as them to become successful.

I know the impulse will be to want to follow what the ‘ultra-rich and successful’ are doing. So I address that with my clients from the very beginning of our work together.?

2. I know that deep down, entrepreneurs and small businesses want to do good. However, in the absence of wide-spread knowledge on what is okay and what isn’t, they are vulnerable to ill advice and icky practices.

What matters the most right now is to begin planting the seeds, even if us ethical marketers are heading into this without much practical support.

Daiva

I will name the most frequent dilemmas I experience

Data consent?

There are many grey areas of data privacy in paid advertising. The deeper you dig, the greyer it gets, and the truth is you’re rarely held accountable for not complying with GDPR because results bring profit for Meta. Facebook says that all users must give permission for their information to be used (for example, in creating LAL,i.e. Lookalike audiences), but I’ve seen too often this not being the case. It happened to me - as a young freelance marketer, I followed the advice of business coaches and, big marketing agencies, Facebook resources themselves (that just happens not to display these rules in an obvious and clear way) and unintentionally started following these so-advertised practices that I, later on, found to be unethical.?

Now, I ask my clients how they got the data and what processes they had to collect their consent. Our roles as ethical marketers are to address these issues, inform the clients and only use data in a way that the client has agreed upon.?

The problem of growth

Marketing has contributed to economic growth degrading the environment and pushing us past social and planetary boundaries. That raises a question: is sustainable or regenerative marketing possible within the current economic model? I don’t think so. We must collectively invest our time and resources to explore and build alternative economies. However, it’s so complex and bigger than any of us that it will take a long time and possibly conflict to achieve such change. So, how to open yourself to the possibilities of exploring new economies? How to run a business that puts daily bread on the table without harm? How to go beyond ‘business as usual’ in times of record atmospheric CO2 emissions?

AI

Hot and possibly all-changing topic that brings many ethical questions is AI in Marketing. While I won’t be able to tackle this in-depth, I’m curious to ask a content question: Do we need to inform consumers that AI wrote the content? Do they care??

Gabriella

I believe one of the ethical dilemmas that digital marketers frequently grapple with is how to balance their personal beliefs with promoting a product or service that they may not genuinely endorse, but are professionally obligated to market. I myself have encountered this dilemma numerous times in my career. To address it, I strive to maintain transparency in my marketing approach. Rather than sugarcoating the product or service, I manage expectations and remain honest while still making the offering appealing to the intended audience.

Kelly

Working with sustainable and ethical brands and business owners, the most common dilemma I encounter is how to balance marketing to drive growth of a for-profit business, while also considering people and planet and whether increased consumption and spending is really something to encourage??

The way I reconcile this with my clients is that their brand or business exists to give customers a better, more sustainable option. Through marketing, we focus on communicating the brand’s mission or purpose and aligning with customers that share their values. In marketing copy, we use language that encourages considered purchases rather than ‘Quick, buy now’, ‘Selling Fast’-type messages that create a sense of urgency and drive an impulse purchase.

We also address this by ensuring that marketing efforts contribute to a wider impact. For example, a percentage of sales going to charity or supporting a non-profit cause.

And finally we look at alternative revenue streams for the business beyond just selling products, such as events, brand partnerships, speaking opportunities, which support the growth of the brand or business by adding value without relying on increased consumption.

Tathiana

I think a common one is when the company has defined values, but it seems that those values don’t have much media and mass resonance. That has taught me that doing business and marketing from ethics implies being brave, and implies also finding those who resonate with you, with your brand, and with what you do. It also implies reconstructing and refining the ways of communicating, to connect with the people we want, so that they understand our message and values.?

And I believe that one of the biggest dilemmas is when marketing asks us to create campaigns with themes or products that we personally do not agree with or do not believe in. This creates a strong internal conflict and that is why I am convinced that the ethics of business and marketing begins by being convinced of what we work on, who we work with and if that is aligned with our personal values. It is an issue that involves a lot of personal reflection and security in who we are.

Finally, and one of the issues that I also consider very complex is how we want to communicate or promote something, what we want to transmit, and what feelings we want to awaken. I have seen very nice projects on environmental issues, which have chosen to generate fear about climate change in order to raise awareness among others.?

However, this has also been creating climate anxiety and depression and many people no longer see the sense of being on a planet where there seems to be no solution. It may have been the best marketing solution they could find, but to be ethical in marketing is to think about how we can always add rather than subtract.

Treasure

I think a very common dilemma I have faced as a marketer especially? working for companies with small marketing budgets, is the scramble for results we’re oftentimes forced to embark on which may lead to serious unethical practices. I always have to remind myself that I don’t have to follow EVERY marketing trend on social media or create content around every event generating buzz on social media. It’s been hard defining the line between good and bad publicity, especially when you are a young marketer in desperate need of proving yourself to the company you work for.

4. Can you share an example of a marketing campaign or tactic that you think is unethical? What makes it unethical, and how could it be improved?

Alexandra

My main expertise is in social media, and one thing that gets to me is the unethical way in which coaching programmes are being promoted. Often, this is on platforms like Instagram or TikTok. It feels like the same pattern and script is repeated over and over again, without much regard to the impact it has on potential customers.

These campaigns will almost always contain some element of the following tactics:

- Over-inflated value and guarantees (e.g. ‘One client made their investment back 4 times in 24 hours and so can you’);

- Social proof that is always focused on the highest achievers, with no mention of what happens to most of their clients;

- Handling price objections through manipulative and emotive language, or belittling the reasons why someone may not afford their services;

- Fear-based tactics and fake scarcity (e.g. ‘Sign up today, the price will double up tomorrow’, or ‘Only 1 spot left’ when they clearly have more capacity than that).

The list can continue, but usually these are the things that stand out the most.

Daiva

Greenwashing is among the most unethical and widely spread behaviours, especially in mainstream marketing (Coca-Cola, Ryanair, Ikea..).

For example, H&M - a high-street fashion brand, is one of the most unjust, wasteful and harmful companies that platformed climate activists and used social movement messaging and branding. We see greenwashing every day, just visit your nearest supermarket, and you can fill your whole basket with items that claim to be ‘Bio’ and ‘good for the environment’, and marketing is highly responsible for it. To tackle greenwashing, we need regulation that puts the responsibility on the companies, marketing agencies and corporations and not on the consumer.

Gabriella

Sustainability marketing campaigns from large hospitality groups could be perceived as unethical at times. Despite each group having their own CSR initiatives, the messaging often fails to match the actual sustainability practices implemented in hotels. Due to the sheer volume of a hotel, achieving sustainability is a challenging task. While it is acknowledged that hotels are doing their best to address these challenges, some marketing campaigns may appear unrealistic and hence unethical to some extent. Rather than making absolute statements, big hospitality groups could adopt a more transparent approach, such as reporting on the amount of plastic saved through their "No plastic initiative" instead of saying “All our hotels are now plastic-free”. This would convey the same message of reducing plastic usage, but in a more ethical manner.

Kelly

Unfortunately, I see so many marketing tactics that I consider to be unethical or dishonest. Often these examples are found on product packaging or hang tags, where a green leaf or brown card is used to imply that the product is ‘greener’ or more sustainable than other comparable products. This is often combined with vague claims like ‘made from recycled materials’ or ‘biodegradable’, which make the products seem environmentally friendly, but when you actually dig deeper and read the small print this doesn't paint the full picture (i.e. it contains a very small percentage of recycled plastic mixed with virgin plastic, or will only biodegrade under certain conditions that the consumer’s home waste collection doesn’t support).?

Companies employing these tactics are taking advantage of the fact that consumers are both time poor and looking to make more sustainable purchases, so use these vague and visual tactics to appear like the more sustainable option, when in reality the product is not really any better at all.?

Thankfully, increasing legislation is targeting greenwashing, which will hopefully encourage brands to address the impact of their business operations rather than just seeing sustainability simply as a marketing tool.

Tathiana

Recently I have seen that with the boom of launching products through landing pages, the creators of the products put fake comments and ratings of their own products to show that it is “recommended”, that it has five stars and thus boost sales. They also pay content creators to review the products, and send them everything: the script or the content. Influencers promote the products even showing that it's an "ad", but they don't actually know or haven't used the product and yet they offer it as great. Sure, money is important in business, but why not just do it right??

I'm convinced that doing it better will have the same investment and will surely bring more sales. It is not difficult. A product with no comments or reviews can have a simple strategy of gathering a group of people, such as a focus group, online or physical and testing the product with them.

Treasure

I think a recent campaign tactic I have spotted on social media, is companies lending their voices and opinions to pop culture events that demonise people. This tactic works well because of misogyny (the people being crucified are usually women) and because human emotions drive marketing.?

I have seen this happen twice now, with the Amber Heard-Johnny Depp case, and the Selena Gomez-Hailey Bieber case, where companies decide to make funny TikToks or tweets stating whose side of the battle they are on, and honestly, I find it very unethical.?

Apart from the fact that these are real human lives being discussed, it also makes it difficult for victims who might see this type of content (especially in cases where the issue at play is alleged sexual violence) to come out with their stories or stand for themselves. Doing this as a brand could be very alienating to your customers.

Brands should try not to engage in tactics that dehumanise human beings. There are a lot more ways to express pop culture savvy and generate engagement that don’t involve making fun of people online or promoting violence/abuse against societal groups.

5. What are some key metrics that businesses should use to measure the success of ethical marketing campaigns? How do these metrics differ from traditional marketing metrics?

Alexandra

The metrics used to measure the success of ethical marketing campaigns will depend on the individual business’ goals for that campaign, so there isn’t a straightforward answer.?

In most instances, they will be different from traditional marketing metrics. This is because they can be quantified based on the ethical principle that is being implemented. If the goal is to increase the representation of diverse cultures and identities, the metric could be the percentage of BIPOC, LGBTQIA+ and plus-size creators used in influencer marketing campaigns.

It’s important to note that you don’t need to discard traditional marketing metrics altogether. There can be an overlap in situations when the goal is to raise awareness about a specific topic, such as climate change.? Businesses can then use traditional metrics such as social media reach and engagement to see how many people the business is reaching, and how many are engaging with it, hence learning about the concepts they are sharing about.

Daiva

Success is different and highly personal, so every business owner should define their success metrics. I love using the Ikigai model for various exercises as it feels much more whole. Defining value not just by email subscribers or number of followers and sales but by looking at the whole ecosystem. (e.g. well-being and enjoyment while running the campaign, personal or company’s growth, revenue, impact measures, connections and decisions made).

Gabriella

Unlike traditional marketing metrics that solely focus on sales and revenue, ethical marketing metrics are often more difficult to quantify and may require more in-depth analysis to fully understand their ROI.

Kelly

Metrics will always depend on the goals of the campaign, which often will be similar to that of a traditional marketing campaign. The difference will be in the way that the campaign is delivered and communicated.?

Perhaps with an ethical campaign, we might look beyond sales/revenue and try to measure impact – which could be as simple as the number of signatures on a petition, increased awareness of a cause (which could be measured by reach/impressions/followers/engagement), or something bigger, like legislative change.

Tathiana

The metrics here also change from being focused on the quantitative to looking at the qualitative. The first thing is to analyze the mission and vision. Are they clear? Is it easy for third parties to recognize what values are embodied therein? Do the company's objectives involve issues such as customer service, sustainability, and social responsibility?

Treasure

Key metrics that businesses should use to measure the success of their marketing campaigns should include how it affects the brand’s trust or reputation. People are not stupid, they will know when your marketing efforts are outside the ethos of your brand, and will call you out on it. In everything, businesses should do their best to act right.?

6. What advice would you give to a small business owner who wants to make their marketing more ethical but doesn't know where to start?

Alexandra

Look inwards and understand your personal and business values. What do you deeply care about? What change would you like to make through your business? What things don’t sit right with you about how marketing is done in your industry? How can you see them done differently? Start here, and the rest will be much easier.

Daiva

Connect to your intention - truly, deeply, in your heart, what do you want to achieve? Start there, investigate that intention, find the purpose, and then create your success metrics. Find ethical marketers to walk the path with you, listen to their advice, and do it your way.?

Gabriella

It all starts with the quality of your product or service. It is crucial to have a strong value proposition and to be transparent and truthful about what you're offering. Attempting to deceive customers with false marketing claims is a risky strategy, as your product or service's true value will eventually become evident.?

Kelly?

I would encourage them first to step back and look at their business and how they can make their overall business more ethical, not just their marketing. What is their mission or purpose? How do their business goals align with their values? What benefits or positive impact are they providing to their customers, society and the planet? Where do they need to put in more work??

Tathiana

I think the best advice, which is not easy but it is the right thing to do, is to start questioning how aligned are our values, what we promise with our products and services, with the actions we do every day in our projects and small businesses. (...) But in the end, ethics in general, and in business and marketing, is knowing that the answer is something that makes us feel like we're doing it right.

Treasure

Start by treating your employees well. A while back, I was going through Nike’s commercials on youtube, and while they were very beautiful and inspiring, a large number of the comments were on the alleged sweatshops in third-world countries where their clothes and shoes are made in. The easiest way to undo public perception of your business is by treating the people that work for you poorly, and this is across all levels, from artisans, to manufacturers, to admin staff to retailers.

Final Word?

Thank you again, ladies, for sharing your insights and expertise with us. Your participation has given us valuable insights into marketing with heart. And thank you to you, my awesome reader, for joining me on this journey. Every one of us has a role to play in making the world a better place. Let's continue to learn, grow, and make a positive impact, one step at a time. ??

Pssst… If you're looking for more inspiring marketing freelancers to follow and learn from, make sure to check out Ana Barreiro ???? , Elena Ferrara-Crofts , Federica Girola , Kathrin Bussmann, Ph.D. , Margherita Sgorbissa , Slavina Dimitrova , Yuval Ackerman , and I’m sure many more. We're all in this together, supporting each other in creating a positive impact through our work. So, go ahead and give them some love!

TL;DR

So, here’s an overview of these amazing stories and insights.

Ethical marketing is all about being mindful of how our communication strategies impact people and the planet. It's about being honest, authentic, and considerate in our marketing efforts. We want to avoid any sneaky tricks or deceptive tactics.

Think of it this way: ethical marketing is like being a responsible and caring friend. We want to create marketing campaigns that are inclusive, diverse, and transparent. We should also think about the environment and make sure our business practices are sustainable.

Now, armed with these inspiring insights, let's explore some examples of marketing campaigns that successfully incorporated ethical considerations. Intrepid's Responsible Business initiative showed us how they pioneered responsible travel principles, while TAZO organic tea embraced regenerative practices and supported a farming NGO. Patagonia cleverly encouraged consumers to think about their impact on the environment. And Nivea made a significant change in their product name to promote inclusivity and shift the focus from achieving lighter skin.

But hey, ethical marketing isn't a walk in the park. Let's not forget the dilemmas we face in the digital marketing world. Sometimes, there are temptations to follow unethical practices or listen to ill advice. And when it comes to measuring the success of ethical marketing campaigns, we need to consider impact, awareness, and qualitative factors like trust and reputation.

If you're a small business owner wanting to make your marketing more ethical, start by understanding your values and intentions. Treat your employees well and align your actions with your values. Think about the impact you want to make and measure success not just in terms of sales, but also in terms of impact, awareness, and building trust and reputation.

Remember, ethical marketing is about making a positive difference in the world. Let's create marketing campaigns that inspire, empower, and uplift others while doing good for our planet. You've got this!

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