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The time has come for brands to realise the importance of acting in a more ethical way, and broadcasting this transformation to their customers. One of the easiest ways to achieve this is by delivering meaningful social media campaigns. If a business makes an effort to support a social and environmental cause, it reflects positively on every area of that business.

Every company has the opportunity to engage in a meaningful and honest way, from the smallest start-up to the biggest multinational corporation. The most important thing these businesses will have in common is they all share a common characteristic: a commitment to giving back and protecting the rights and livelihoods of some of the world’s most vulnerable people and the environments in which they live.

Please remember, this approach is not a publicity stunt to exploit in order to drive sales, but a way for a brand to supply meaning to its mission, vision, and values to ensure profits come from their customer’s appreciation of their brand and contribution to making the world a better place. It is less of a marketing strategy and more of a philosophy. It’s about helping consumers make better, more conscious choices about the products and services they buy.

Any ethical marketing effort will begin with a careful analysis of the company, its customers, and the markets it operates within. What causes does the company want to help? How can the company cultivate brand loyalty by aligning its organisational values with those of its ideal customers?

This strategy is a powerful way to connect with customers, but it also runs the risk of seeming self-congratulatory and smug. Any effort in running a successful ethical campaign has to balance a company’s self-interest with their social responsibility.

The one company that comes to mind when thinking about ethical marketing is The Body Shop. From the very beginning, this cosmetics giant has been committed to treating workers fairly, avoiding animal testing, using organic products, and promoting healthy body images. These values are often at the centre of their social media efforts. The ethical and honest nature of the brand is highlighted as a way to differentiate themselves from their competitors in the cosmetics industry.

The growing trend in society is that consumers are now not only looking for products and services that satisfy their needs but also searching for experiences and business models that care about the world. That is why supplying meaning needs to be the future value proposition. Thanks for reading.

Yours ethically,

Click Ethical Team

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