Morally Upright Need Not Apply

In two separate Facebook conversations related to marketing and advertising, I was told that morality had no place in marketing, or that I was too morally righteous to work in marketing.

While I appreciate the compliment, I reject the conclusion.

The problem isn't with the industry. The problem is people in it. Like those dudes on Facebook.

Marketing is all about making connections with people. We do that through empathy and creativity, but I believe we should also do it with our moral compass fixed on the north star of compassion and integrity.

What does that mean, specifically?

• Do not exploit the suffering of others to try and raise brand awareness.
• Do not exploit a holiday that has no clear connection to your brand (like Memorial Day) to try and raise brand awareness. Seriously. Every retailer has a Memorial Day Sale and talks about celebrating Memorial Day, but then throws a half-hearted "We honor and remember our fallen soldiers ...." message on Facebook. If you really care about the soldiers who have paid the ultimate price for our country, don't have a doorbuster sale that day. Or, have a sale, and donate the proceeds to the Wounded Warriors project or something. Otherwise, keep your mouth shut and your doors closed.
• Do not exploit harmful stereotypes and prejudices to try and raise brand awareness.
• Do not live by the mantra, "All press is good press." Because (a) it's not, and (b) it's a shitty way to do business.
• Do the right thing. Every time.

It doesn't sound complicated, but in our rush to close the loop and push conversions and prove ROI (blah blah blah) we sometimes forget our true mission as marketers. We are not just the voice of our company. We are its conscience.