An Introduction to three case studies on how marketing and digital communications can be ‘ethical’

To understand how and in what way a brand or campaign can be ethical in their marketing and digital communications, I will be posting a series of three blogs. The three blogs will include separate case studies aiming to give three examples, finally finishing with a critique of the effectiveness of my chosen campaign or brand.

So, what are ethics in marketing?

Ethics in marketing “serve as moral principles and values that should be followed during marketing communication. They are the guidelines that let companies decide about their new marketing strategies” (Shivani 2021). Ethics are not always unlawful, but instead steer a brand in the right direction during key decision making.

My three examples will include:

1) An example of a marketing communications campaign that did not align with industry codes of practise and standards.

2) An example of a marketing sector brand and campaign that promotes minority voices and representation.

3) An example of a brand that is future proofing, working towards meeting future challenges and audience expectations.

These three examples will include a PESTLE analysis, of what I believe the brand/ campaign would have to be aware of whilst thinking of its opportunities and threats. By the end of the series of blogs, you as a reader should be aware of some of ways in which marketing and digital communications can be ethical.