Ethical marketing may seem like an oxymoron, but it doesn’t have to be!
It’s 2025. Consumers are smarter than ever. They’re not just buying your product - they’re buying into your values.
And the data backs it up: brands perceived as purposeful, or as having positive impact, have grown more than 2 times the rate of other brands. Why? Because people want connection, honesty and brands that walk the talk. Say goodbye to the days of flashy ads without substance.
What is ethical marketing?
Ethical marketing is all about prioritising honesty, transparency, responsibility and respect, and communicating this with your target audience or customers. Today’s consumers want to know where products have come from, how they’re made and what impact they have on people and the planet.
They crave authenticity, and they’re willing to spend their money on brands that share their values. From commitment to sustainability to product transparency, ethical practices have a major mpact on purchase decisions.
Enter transparency as a strategy
With access to a world of information at their fingertips, transparency hasn’t just become a nice-to-have; it’s a must-have. Transparency in your marketing strategy builds trust, and trust builds loyalty.
Transparency can look like sharing behind-the-scenes content, telling your brand’s story, creating spaces for two-way dialogue, or being honest about your company’s environmental or social efforts.
Our top tips
We know that building transparency into your marketing strategy can feel overwhelming, but it doesn’t have to be! Here’s our three tip tops for small and medium-sized enterprises on where to start:
- Start with a brand audit
This can be a helpful exercise to identify your values and explore what you are already doing well and where you can improve.
- Be true to your values and commit to your purpose
Every single thing piece of external communication should reflect your purpose and values. From social media posts to email campaigns, make sure all the information you share is grounded in truth.
- Be open about your process
People love seeing the how. Whether it’s how your product is made or the people behind your business, humanise your brand and share insights into your journey.
Want to bring more authenticity into your marketing?
We help bold brands tell their stories with honesty, integrity and heart. Let’s chat.
About the Author of this blog:
Hannah Cook
Hannah is a passionate marketing, brand communications and PR professional with five years of experience in the industry. She holds a Bachelor of Communication (Advertising, PR and Marketing) from QUT. Hannah has worked on major government and private sector projects, and most recently internationally, as the Marketing and Communications Manager of The Royal Ballet School in London.
