A mistake can easily occur in (ethical) marketing

So how do you ensure that your employees act ethically?

Making slave-free chocolate. That's Tony's Chocolonely's mission. A mission you can't argue with. And one that won the sympathy of many Dutch people. Because ethical marketing is good marketing. Yet, in 2021, the company was removed from the list of ethical chocolate producers. Why? Because ethics and ethical marketing are more important than ever these days. A misstep is immediately punished. So how do you implement ethical marketing in your organization? And how do you ensure your employees actually act ethically?

But first: what went wrong at Tony's Chocolonely? The company that fights to address abuses in the cocoa industry. The company that took itself to court because its chocolate wasn't slave-free. And the company that prioritizes transparent communication. Well, that went wrong because of the collaboration with Barry Callebaut. A chocolate magnate accused of human trafficking, child labor, and unpaid work on the plantations. Ugh. That was enough for the American NGO Slave Free Chocolate to remove them from the list of ethical chocolate producers. Because when your company claims to be ethical in its marketing, it creates an expectation: that your company, and all its employees, behave accordingly.

Ethical marketing is fair, transparent and responsible

This means paying attention to the impact your product or service has on consumers, the environment, and your employees. Doing this well helps you build a strong relationship with your target audience—a relationship built on shared values. Your target audience is increasingly aware of how organizations operate and has expectations for their actions. Ethical marketing is an effective way to appeal to (especially) younger audiences.

60% of teenagers in this investigation indicates that they actively support brands that take a stand on important issues, such as human rights, racism, and gender. There's a good chance that Ben & Jerry's therefore decided to stop supplying ice cream to the Israeli-occupied territories. Or why Ford announced in 2023 that they would discontinue diversity programs. Because speaking out against something also counts as speaking out. It's important, however, that you're sincere in your statements. Otherwise, you're quickly accused of "greenwashing" or "pinkwashing." The latter is when a company supports LGBT+ rights for profit. The new generation of Gen Zers (and Millennials) are critical. And partly because of that, more and more employees are finding it difficult to determine how to act in certain situations.  

1 in 2 communications professionals struggle with ethical dilemmas every day

Can I use bots to gain more followers on social media? Am I allowed to create extensive profiles of the target audience based on age, gender, and ethnicity? 76% of these professionals use their organization's ethical guidelines when facing these kinds of dilemmas. Most (86%) base their decisions on their own individual values ​​and beliefs. This is evident from research by the European Communications Monitor.

Lotte Willemsen names these figures in the COMPOD episode "Towards the future of the profession: communication then, now and in the future"She is a professor by special appointment of Strategic Communication at the University of Amsterdam (UvA). She explains that it's difficult for employees when they can only rely on their own values. "Especially when you're just starting out in communications. Or when the pressure is high and you have to react quickly. Then it helps to have a framework. Because everyone's individual framework is different."

Ethical marketing isn't achieved by everyone doing their own thing. So how do you make ethics an integral part of your organization? And ensure your employees act ethically?

In five steps to an ethical marketing policy

A word of caution. Because if you start this step-by-step plan, you have to follow through. You can't do ethical marketing halfway. Or only do it when it suits you. That will break the trust of your target audience. Going to take the plunge anyway? Then start here:

Step 1: Establish ethical frameworks

Define who you are as an organization. And what you value when it comes to honesty, transparency, sustainability, privacy, and inclusivity. A framework, for example, is to avoid using stereotypes in your marketing communications. Or establish your commitment to reducing paper consumption or offering environmentally friendly products or services. Ensure these values ​​align with your customers' expectations. 

Tip: Develop these ethical marketing and communication frameworks together with your team. This way, you'll immediately ensure everyone is on the same page. 

Step 2: Make ethics part of the decision-making process

“In the 90s we knew the ethical code, but no one acted on it,” says Betteke van Ruler in this COMPOD episodeBetteke is an emeritus professor of communication sciences at the University of Amsterdam. "It was a bit like nice wallpaper. Nice for the wall, but we're focusing on other things." That's a shame, of course. You want to make ethics an integral part of your organization. 

When developing marketing strategies and making important decisions, always consider the ethical frameworks you've established. And make this as easy as possible. Create a list of reflective questions. By answering these, your employees can check whether the marketing communication complies with ethical guidelines. Make sure the questions cover various aspects of marketing, from advertising to data privacy to social media engagement. This is a responsibility that aligns well with the role of the new communications professional.

Step 3: Keep your employees sharp 

This can be achieved through training and information sessions. This way, your employees learn the frameworks and give them a place to discuss what they mean for their work. Ensure open discussions. You want to involve them in the organization's choices and the reasons behind them. Repeat these kinds of training sessions regularly. And ensure the frameworks are always up-to-date. Ethical marketing is a fluid topic. 

Step 4: Ensure you comply with all laws and regulations

It might be redundant to say this, but privacy is certainly an important topic these days. As personal data becomes increasingly valuable, it's even more crucial to protect that data properly. That of customers and employees alike. So be clear about how you collect, use, and store personal information. And always ask for consent before doing so. 

Step 5: Be honest

To your clients and employees. And especially to yourself. Don't set goals you can't maintain in the long run. Or that require you to bend the truth to sell it to your customers. Make it clear what honesty and transparency mean for your organization. And how you want to demonstrate that in your communications. Because it might be a cliché, but honesty is the best policy. 

This is how Tony's Chocoloney responded to the whole debacle of never claiming their chocolate was 100% slave-free. They also said they welcome any debate and discussion on the matter, "because it helps us raise the bar." Reverting to honesty and opening up the conversation is a good start, but only half the battle. After all, Tony's still has something to prove to the truly discerning consumer.