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Marketing influences and is influenced by the society it co-exists with. The practice of marketing has existed in various forms throughout the centuries. And its influence on how we behave, our values, and what we consider social taboos is undeniable. But on the matter of whether can marketing be ethical or otherwise, it depends on what you consider marketing to be.

What is the role of marketing?

When considering the role of marketing, we’ll often describe it as a practice for raising awareness, creating interest, and engaging consumers so to drive sales. This is of course true and explains some of the stigma that exists towards it. Being that marketing often exists as a sales function, a major gripe is whether it can be trusted. After all, marketing is beholden to the company, institution or individual it represents.

Yet it serves to express the benefits of what’s being offered and convince message recipients that it offers value. So, whenever a product fails to meet our expectations, we naturally feel disheartened or even annoyed. But if this was often the case, marketing would lose all power and we’d actively dismiss anything being promised. For marketing to be effective it must consistently add value. There must be clear and explicit meaning encoded into all messages that resonate with and creates salience among audiences.

Although there are numerous definitions describing what is marketing, but the American Marketing Association stipulates that:

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

American Marketing Association

Marketing as an ethical function

In modern marketing, consumers are increasingly looking to businesses to adopt leadership roles in championing social issues. As such, it’s no longer enough to provide quality goods and services. Consumers also demand that brands align with their ethical moral values to be worthy of their money. This is why prominent large corporate entities are showing their support for various social and environmental justice movements. Notice how BMW, Coca-Cola, M&S and so on recolour their logos to show solidarity with the LGBTQ+ community?

But on the matter of whether can marketing be ethical, such actions may come across as hollow. Although changing their logos may be well-intentioned, gripes that arise surround whether these actions are sincere or just a way to gain favour with millennials. However, whether such activities are ethical or self-serving, the answer is ultimately in the eye of the beholder.

As such, transparency and action are necessary to prove their sincerity. Yet must be balanced against the values of their existing customers to avoid contention.

Charity Marketing

As well as being used in Business-to-Customer (B2C) and Business-to-Business (B2B) contexts, marketing is also used by the charity sector. And rather than selling, the intent is to promote a cause and encourage donations from the public and private sectors. Though donations sometimes come with the promise of a plush toy.

To strike an emotional connection with message recipients, charities often use Legitimate Power. Also called Titular Power, Legitimate Power is where an organisation leverages authority to persuade individuals to change their actions or beliefs. Simply put, it’s them saying that they have a moral right to appeal and request your support.

Whether through televised adverts, radio ads, or printed pamphlets, such appeals are made through provocative imagery or copy. It’s intended to evoke emotional distress so to spur recipients to perform the desired action – most often, donate or volunteer. So, depending on the advertising format and message structuring, message receivers may go through the following stages:

1. Problem recognition
2. Solution identification
3. Realisation of they as the solution facilitator
4. Donating

So, can marketing be ethical?

As to whether can be marketing, the answer depends on how marketing is applied and what your definition of marketing is. Contrary to some opinions, marketing cannot be used as a way of manipulating consumers (e.g., subliminal messaging). For marketing to work and be effective, it must provide tangible value to audiences. There must be, whether conscious or unconscious, a need or desire for the type of product or service you’re offering.

Regarding marketing as a force for good in society, marketing is a vital practice for raising awareness of causes and pertinent issues. But for entities wanting to elevate their brand through a cause, businesses need to show meaningful action to display their trustworthiness.

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