Ethical Marketing
Ethical Marketing: The Value of Brand Transparency What it means to be an ethical marketer, why is it essential, and how to achieve it…? Customers expect businesses to be honest and straightforward. Consumers evaluated confidence in product, brand, and company traits as an important buying decision in the 2019 Edelman Confidence Barometer Report. At the same time, studies reveal that brands viewed as having a purpose or having a beneficial influence have grown at more than twice the rate of other brands. Companies across the board are attempting to satiate the thirst for "social good" by implementing social campaigns, corporate social responsibility programs, sustainable practices, and other activities that indicate to consumers, "We're listening." But, in a world that values convenience, is developing a socially conscious product or service eno...