Civic education etHiCaL Marketing Ethical marketing is a form of marketing based on the principles of honesty and integrity; it means promoting a product, service, or brand in a way that corresponds to values such as transparency, fairness and respect, responsibility, and sustainability while altogether maintaining user privacy, without manipulating consumers and at the same time generating positive effects on the environment and society. Ethical marketing might seem like a contradictory concept at first, but there are plenty of ethical marketing examples around. All of them are based on five important principles: empathy: deep understanding of customers needs; honesty: lack of manipulation and exaggeration in promotion; sustainability: commitment to public, environmental, and social well-being; transparency: openness about business operations used in marketing; promise-keeping: genuine intentions to fulfil the promises given to customers and society. 18 Here is a list of a few companies which have used ethical marketing. Allbirds TOMS Shoes Patagonia Illy Coffee grOUP WOrk Follow the instructions. 1. Split up into groups. 2. Look for some examples of ethical marketing on the Internet. 3. Decide whether the five principles above were applied. 4. Compare the various examples you have found and choose the best working ones for you. 5. Prepare a short presentation, with examples, to share your analysis and present it to the class. 6. Discuss whether other principles (and say which) should be added to the list above. 62 Marketing anD aDVertiSing Adapted from: https://wisepops.com/blog/ ethical-marketing#definition ETHICS IN MARKETING