From the course: Marketing Ethics

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Building a culture of marketing ethics

Building a culture of marketing ethics

From the course: Marketing Ethics

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Building a culture of marketing ethics

- I remember the weeks after 9/11 when several companies used emotional exploitation in their advertising. There were big red flags with these ads, but they were shared anyway. Quickly these ads were deemed unethical by customers and in the eyes of the public, receiving a lot of backlash. When you have a culture of marketing ethics this wouldn't have happened. Everyone who touches marketing at your company should adhere to ethical guidelines and exercise their good judgment. So if you want to build a culture of marketing ethics with your people acting responsibly, and with accountability, here's what you need to do. The first step is to make sure you create your marketing ethics definition, which sets clear expectations not just for one group or level of company personnel. The expectations are for everyone. There are no exceptions as to what is and what is not considered ethical marketing behavior. You also have to be the brand and live the ethical behavior. Make ethics at the heart…

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