Ethics to Impact: Shaping Modern Marketing with Purpose

Marketing responsibly is important to building customer loyalty. But more than this it can empower businesses to contribute positively and genuinely to society and the environment.

In a Nielsen global survey, 81% of respondents rated it extremely or very important for companies to implement programs that improve the environment.

This post will briefly highlight some of the pillars of responsible marketing and offer ideas on how they might help bring positive change to your approach.

Ethics & Integrity

Greenwashing

Sustainability is a top consumer concern, and ‘greenwashing’ – (making unsubstantiated claims about your environmental impact) – can erode confidence.

You should back your claims up with verifiable data if you have tangible environmental efforts. So, instead of saying “eco-friendly,” specify measurable contributions like “we reduced plastic packaging by 30%.”

Also:

• Publish sustainability reports or third-party certifications to back up any claims.
• Avoid vague language and imagery that imply environmental benefit without evidence.

Diversity & Inclusion

Ethical marketing also means representing diverse communities fairly and authentically. Avoid tokenism – diversity should fit into your organisation’s core values, not just something that’s thrown into your strategy to tick a box.

For example:

• Conduct inclusivity audits on visual assets, language, and accessibility.
• Can you get your diverse voices involved in content creation and product development to show that your messaging is inclusive?

“…and then I told them we’re ‘doing our bit‘ for the environment!!”

Adherence & Compliance

AI & Data

The rise of AI in marketing brings powerful tools but it also challenges like algorithmic bias and privacy concerns. Marketers should audit AI-driven campaigns for fairness and accuracy.

• Always check for bias and unintended outcomes in AI-generated content or recommendation engines. This applies to your work, and also your wider teams.
• Be clear about when and how AI is being used (a classic example of this is using AI chatbots).
• Review data collection practices to ensure user consent and data minimisation.

Global Compliance

Marketing across borders requires navigating a variety of legal frameworks.

For instance, the EU’s EAA Accessibility Act means that websites and apps must now meet specific standards for inclusivity.

• Stay informed on local laws (GDPR, EAA, COPPA, etc.) with the help of compliance advisors and auditors.
• Build a compliance checklist for your marketing campaigns.
• Use inclusive UX design principles that meet accessibility standards.

“It doesn’t matter if you think your marketing is ethical—what matters is how your audience sees it.”

Stakeholder Management

Cross-Cultural Communications

Tailoring your marketing activity for different cultures and scenarios is important, but is resource-intensive.

I suggest starting small, conducting audience research to understand your cultural nuances and then building a plan for localisation.

Here are some ideas:

• Localise your campaigns, don’t just translate them. Adapt your tone, your imagery, and offers.
  (We did research before to find that privacy and small print are very important in Germany and that lots of text is expected on web pages in China).
• Design your audience personas that include cultural sensitivity.
• If possible, test your content with your target audiences before rolling it out in new regions.

These actions can help ensure your campaigns resonate globally, be genuine, and stay aligned with what you are marketing.

Internal Stakeholder Training

A commitment to responsible marketing starts from within.

• Make your team aware of ethical practices, including inclusivity, legal compliance, and data privacy.
• Consider making an “Ethical Marketing Handbook” as a resource for marketing employees to reference

Seth Godin “Ethical marketing tells a true story that resonates with people and helps them get what they want.”

Communications

Combating Misinformation

Consumers are bombarded with information daily, and misinformation can easily spread.

As marketers, it’s our responsibility to fact-check campaigns and avoid sensationalist tactics.

• Fact-check your claims with credible sources before publishing.
• Avoid using fear-based or exaggerated messaging.
• Use clear citations and provide links to trusted references where you can.

Empathetic Messaging

Empathy is the cornerstone of ethical communication.

Craft campaigns that acknowledge the challenges your audience faces and offer solutions in a genuine, respectful tone.

• For example, during crises, focus on how your brand can help rather than exploiting the situation.
• Review messaging for emotional intelligence: does it show understanding and offer support?
• Prioritise clarity over cleverness when communicating key actions.

Be aware of practices such as ‘dark patterns’ that trick or mislead people when marketing.

Measurability

Environmental KPIs

Commit to tracking your marketing’s environmental footprint. Metrics like “carbon emissions per campaign” or “percentage of recycled materials used” can hold your brand accountable.

• Regularly share these KPIs with stakeholders to demonstrate progress. You can also measure the carbon footprint of your website.
• Track campaign-related emissions (e.g., print production, digital energy use).
• If you have them, share your environmental metrics in your annual reports and your owned channels.

Long-Term Impact

Beyond short-term ROI, you should consider the broader societal and environmental impacts of your campaigns.

• Measure whether a campaign raised awareness about a key social issue or led to increased community engagement.
• Survey your audiences post-campaign – this will help you to evaluate actual changes in awareness or behaviour.
• Track engagement beyond just clicks—did people go on to donate, join, act, or share?
• Set success metrics that go beyond quarterly ROI and include social contribution.

The Challenge

Part of the challenge with ethical marketing is that there is no rule book. While there are clear legal rules around specific activities, particularly related to data protection and information security, other factors can muddy the waters.

For example, people impacted by specific actions, or define specific actions, religious beliefs, or even current trends and culture.

Here in Ireland, the Marketing Institute of Ireland is developing a National Marketing Competency Framework that looks at all areas of marketing.

On the diverse advisory panel team, we are working to define the critical skills, knowledge, and abilities that marketing professionals in Ireland must master, which will be game-changing for their careers and future success.

A Journey

Responsible marketing is a journey and not a one-time project.

It needs a mix of evaluation, collaboration, and a genuine commitment to improving marketing practices.

You may not be engaged in many of these things, but if you’re looking to demonstrate your efforts under these pillars, I hope some of these ideas are useful.

Thanks for reading.

Get in touch to chat about Marketing with Purpose.

Check it out:

• Learn more about The Marketing Institute of Ireland’s National Marketing Competency Framework here.
• A post that Shane wrote on Deceptive Design practices.
• The old but still relevant Neilsen report on What Sustainability Means Today.
• A great video with Seth Godin about why Marketing & Brand messaging fails.