what is ethical marketing?

Politicians and business leaders increasingly talk in terms of corporate social responsibility (CSR) and sustainable development. We like to simplify things and use terms that everyone understands - so here at Grassroots Ideas, we call it ethical marketing.

Values have shifted over the years, and now the focus is on quality of life rather than material wealth. Consumers are looking for more than price and quality. They want to know how, where and who produced the products they buy.

Ethical marketing frames messages in a way that the consumer identifies with. It encourages companies to integrate cultural, social, economic and environmental values into their culture, strategy and actions, and reinforces the positive values of the brand, creating a strong ‘citizen brand’. This is all done on a voluntary basis, and is generally an offering above and beyond statutory requirements.

Through the effective use of ethical marketing and corporate social responsibility, companies are able to positively contribute to society and manage the environmental impact of their organisation, whilst maintaining and even growing the contribution to their bottom line. It can have direct benefits on businesses and can help secure long-term competitiveness.

Many have made the mistake of thinking that CSR is all about the environment. This is simply not the case. A strong CSR strategy will encompass all aspects of being a good corporate citizen - servicing customers, looking after staff, nurturing suppliers, being a good neighbour and protecting the environment.

A considered strategy and communication plan can ensure significant return on investment through :-