In 2022, ethics and moral principles are an endangered species. Morality lacks in governments and politicians, corporations and executives, public forums and participants, and even airplanes and passengers. And the state of marketing is right there with it, as evidenced by algorithms that breed misinformation, dangerously unrealistic standards for young people, brands with phony “values,” narcissistic influencers, and crass clickbait.
While most marketers find this lack of morality distasteful, it can feel like an impossible tide to swim in, much less turn. I would love never to spend another dime of client money on Meta — a marketplace we know is rife with ethical black holes — but we have to drive results; is saying no even an option?
I was inspired by Ogilvy’s recent move to abandon work with influencers who edit their images or distort their bodies; it’s a trend many brands are following. It’s good for business but also an important expression of marketing morality.
Ogilvy has the size and influence to make a difference, but what about marketers with smaller budgets and little sway who must deliver results? We can all do small things that add up to make a difference cumulatively over time, and it’s often the little things that can endear a customer to a brand — even if they can’t quite put their finger on it.
What if we started with a fundamental one: being trustworthy. Here are five little ways we can be trustworthy and start bringing morality back to our marketing:
01.
Be trustworthy in the language you use. Take a look at your product promises, terms and conditions, and return policies. Are they clear and comprehensible for a layperson? Are they easy to find on your website? That goes a long way to building trust.
02.
Trust your customer to engage with you on their terms. Don’t make unsubscribing from your newsletter a three-step game. Reconsider gating important content — I’d argue it’s a more memorable brand impression to not require a form — and don’t force customers to open an account to transact with you. Let them engage in the ways that feel right to them and you’ll gain their trust.
03.
Be trustworthy in your marketing behavior. Are you taking good care of your customers’ data? Are you tracking more than you need or use? Are you sending too many emails to your subscribers and abusing their consent? Are you not spending time on less profitable customers who might like to hear from you? Take a hard look at your marketing behavior and see if you could be doing more to earn customers’ trust.
04.
Trust that together we can forge a wider path for more moral marketing. Earmark a portion of your budget to try channels like DuckDuckGo, which doesn’t track user data. Spend a little extra time finding influencers that are honest brokers. Double down on winning back your lapsed customers and mending fences to re-invest in relationships. Talk to your clients about the morals of marketing — perhaps you will find one that has a passion for driving business in an ethical manner and is willing to experiment with you to engender customers’ trust.
05.
Consider doing some pro bono work. Putting some good marketing karma in the bank will no doubt have a positive effect, even if you never hear about it. Trust that doing the right thing will always yield good.
I once met a marketer who said that they email customers every day and have unsubscribe rates of 70%, but it’s still the most profitable way to operate. That story reminds me of a phrase that guides my approach to marketing: “Just because you can doesn’t mean you should.” Yes, you can spam your customers with daily emails, but should you? Your customers don’t want to be hustled. So what if, instead, you trust them? You just might be surprised by the positive results of your positive actions.
