The Role of Ethics in Modern Comms: Why Integrity Isn’t Optional Anymore

Pre-script: The last few weeks have been quite hectic - so much so that I failed to publish last week's newsletter edition. So, let me practise today's focus topic by apologizing to you. It's pretty tough keeping up with the weekly publications and being human, I will miss occasional editions, but I can assure you of my commitment to our lovely community here.

Now, let's dive in!

Ethics in communications isn’t a buzzword—it’s the foundation of trust.

Take Pepsi’s 2017 ad featuring Kendall Jenner, which faced global backlash for trivializing social justice movements. The campaign was accused of co-opting activism for profit, sparking boycotts and a PR crisis that lingered for months. Similarly, brands like Nando’s have built loyalty by embedding cultural relevance and honesty into their messaging. Moments like these remind us that audiences demand authenticity, not opportunism.

But ethics isn’t just about crisis avoidance — it’s about building lasting relationships; so let’s break down why ethics are non-negotiable and how to embed them into your work.

Why Ethics Define Success in 2025.

Consumers are voting with their wallets and they demand integrity more than polished slogans. A 2024 study revealed that 67% of buyers will abandon a brand permanently over unethical behaviour.

Consider Old Mutual ’s “Made in Africa for Africans” campaign. By spotlighting locally sourced, ethically produced goods and the entrepreneurial spirit of the continent, the initiative didn’t just boost exports—it redefined global perceptions of African innovation and sustainability and reinforced the idea of a brand that is both African, and for African.

3 Non-Negotiable Pillars of Ethical Comms

• Transparency:

Be upfront about mistakes. When Airbnb faced backlash over discrimination claims, they didn’t gaslight users. They published a 12-point anti-discrimination policy and overhauled their review system.

If you err, address it swiftly and clearly!

• Inclusivity:

Words matter. Avoiding cultural stereotypes isn’t “political correctness”—it’s respect. For example, Fenty Beauty ’s inclusive marketing didn’t just sell makeup; it celebrated diversity and became a $2B brand.

• Authenticity:

Avoid greenwashing. A start-up once claimed (details withheld) “eco-friendly” practices but used non-recyclable packaging. After shifting to sustainable materials, their customer retention rose by 30%

How to Audit Your Work (Yes, Even the Small Stuff)

Try this 5-minute ethical check:

1. Pause and Reflect: Ask, “Would this message hold up if the public knew the full story?” I love how Techpoint Africa is big on telling African startups and innovation stories, yet will never bulge on their policy on backdating stories or featuring certain ‘stories’. I find the insistence on integrity inspiring, and their massive audience trusts them for this!
2. Seek Diverse Feedback: Run your content by someone outside your team. Fresh eyes catch biases you might miss.
3. Verify Sources: Ensure data comes from credible, unbiased authorities. Misleading stats erode trust faster than anything.

I'll leave you with this challenge.

Audit one piece of your recent work—whether a social media post, campaign draft or report. Ask: “Does this reflect transparency, inclusivity, and authenticity?”

I hope this helps, let me know in the comments.

Have a splendid week!