Today, a brand’s success isn’t defined by what it sells, but by how it makes people feel. Quality is still a metric that a company’s success is measured by, but so is connection.
Years of being constantly bombarded by sales messages, data privacy breaches, and overpromising have made today’s audiences skeptical. The result? People are slower to engage with unfamiliar brands, taking time to ensure they align with their personal values before even considering a purchase. They’re now choosing businesses that practice what they preach and prove their claims through intentional actions.
In fact, nearly 58% of consumers say they buy from and support brands that share their values. In a world dominated by social media and constant noise, ethical marketing feels like a refreshing alternative.
What is Ethical Marketing?
Ethical marketing is a strategy that promotes a brand’s core values. This includes everything from trustworthiness, honesty, fairness, sustainability and responsibility in all marketing or promotional strategy. Businesses utilising these strategies openly communicate their values through marketing efforts to connect with audiences who share them.
A good example of this is South Africa’s Wonderbag. This product is described as a “revolutionary, non-electric slow cooker” that significantly reduces the need for fuel and electricity – a lifesaver during loadshedding. But beyond its ability to cook food without any additional energy source, it’s marketed as a tool for empowerment, especially in low-resourced areas across South Africa. Its messaging is clear and value-driven, going beyond profit to deliver messaging that focuses on sustainability and community upliftment.
When you have honest and transparent messaging, it shows consumers that your brand can be trusted, encouraging more people to engage with your products and services. Ethical marketing nurtures emotional connection, going beyond the purchase and mirroring a consumers’ own values. When brands are authentic, even when admitting imperfections and limitations, it fosters a sense of trust that builds loyalty.
The Four Principles of Ethical Marketing
Ethical marketing is a framework to building trust, loyalty and long-term relationships. At its core, there are a few key principles that build the foundation for ethical marketing.
- Fairness
This principle includes committing to everything from providing employees better wages, offering customers fair prices and creating sustainable development and initiatives. - Honesty
This is the foundation of ethical marketing. Companies who rely on this principle will often use marketing to communicate honest facts and unexaggerated information about their products and services without ever attempting to mislead its customers - Responsibility
This principle can include a brand’s obligation to provide quality products and services, its responsibility to society as a whole, and its impact on the environment. - Transparency
This principle focuses on being open and honest about your marketing practices, data collection, and overall business operations. For many consumers, transparency also includes sharing information about the sustainability and environmental impact of your products and services.
Why Consumers Are Rewarding Authenticity
In a world where every scroll leads to a new ad and every celebrity is trying to sell you their new haircare product, authenticity has become the new currency. Consumers are bombarded with content every day, and nearly 40% say the ads they see feel irrelevant. Authenticity has become a key driving factor with 88% of consumers saying authenticity is non-negotiable when choosing to purchase a product or service.
Customers are no longer just buying products, they’re buying a brand’s values. Social media is oversaturated with curated content that often feels superficial, and users have become adept at spotting inauthenticity. Authentic marketing is about building meaningful connections, and today’s consumers are craving exactly that.
Here are just a few reasons consumers are choosing authenticity:
There’s a Desire For An Emotional Connection
People just want to feel understood. So, when they find a brand that resonates with their values, it helps build trust and empathy by creating a stronger bond that goes beyond flashy campaigns.
Values-Driven Purchases
Modern buyers align their spending with their ethics. From sustainability and fairness to inclusivity and social impact, brands that align themselves with these values often attract purpose-driven customers.
It Helps Cut Through The Noise
The internet can sometimes feel like you’re shouting into the void. With so many brands trying to stand out, your authenticity and values can help differentiate yourself from competitors. Nearly 63% are willing to pay more for a product or service if it means the company aligns with their values and beliefs.
Long-term Loyalty Over Short-Term Gains
Engagement goes beyond likes and shares on Instagram and Facebook. It’s about creating meaningful engagement that doesn’t just produce instant sales, but cultivates repeat business and fosters social proof. Brands that are consistent with their messaging create lasting relationships, which are more profitable in the long run.
Practical Steps To Implement Ethical Marketing
Audit Your Messaging For Honest Alignment
A good question to ask yourself is: “does this align with what our brand truly stands for?” If you’re running a marketing campaign, be honest with your offerings. State the terms upfront and avoid exaggerated claims or buzzwords. Consistency is key, so ensure your social media, websites, emails and ads all reflect the values your brand represents.
Share Behind-the-Scenes Stories
These days, customers love to see how brands operate, not just what they sell. Share snippets from your day-to-day, highlight your team, or share initiatives that are making an impact.
A brand that does this well is Woolworths Food. The brand uses storytelling to showcase how their products are sourced, sharing stories from local farmers and highlighting suppliers. This reaffirms the brand’s position as a food store that cares about sourcing products sustainably and locally.
Provide Value, Not Just Sales Pitches
When you educate rather than hard-sell, you demonstrate to your audience that you are a company that can be trusted. Offer resources, tutorials or blog content that explains your products or services. This allows customers to make informed decisions that make it easier for them to convert.
Focus on Consistency Across Channels
Ethical marketing is just about campaigns, it’s about including it in every aspect of your brand experience. From social media to email marketing, ensure that every aspect of your marketing efforts are consistent. This includes tone, messaging and your brand’s values.
As the digital landscape evolves and customers become more inundated with messages to buy, buy, buy, ethical marketing has become critical to building trust and long-term relationships with customers. In order to beat out the competition, brands will need to drive success with marketing strategies that provide value to customers.
Whether you’re looking to bolster your ethical marketing efforts or looking for a digital marketing strategy that works with your business, speak to SOMS Digital about creating a strategy that works for your goals.
