The real-time and long-distance communication possibilities offered by social networks have given any individual with internet access a voice of their own. The epicenter of hundreds of thousands of debates, criticisms, insults, and fake news commonly (and now with higher frequency) originate within social platforms like Facebook and Twitter, to name a few. Likewise, in recent years we have experienced great polarization worldwide on different issues and agendas.
The ability of these platforms to turn content into something viral, and the mishandling of these tools by some users or marketing experts, have caused the polarization of ideas to reach worrying and unrecognizable levels, to the extent that this type behavior reaches to permeate different basic and economic activities of society.
In this scenario, I have to ask myself:
As marketers, how can we create meaningful content and campaigns with a respectful, moral and kind approach?
The answer is found in “conscious marketing” or also called “ethical marketing”, a philosophy that consists of making morally correct marketing decisions; In other words, in each content, campaign or writing, not only the return on investment or profit for the company is taken into account, but also the moral perspective of what is right or wrong from an ethical point of view.
For this, it is important that companies establish ethical limits for their own commercial expansion and above all, that marketers develop narratives, content and transparent concepts that are respectful, verified, complete, legal and, preferably, unifying.
Why is it important to implement this type of practice?
Remember that behavior defines the brand much more than marketing; This is reflected in the latest studies, which reveal that more and more consumers prioritize the values and ethics of a brand when choosing their purchase.
Let’s not forget that content can go viral for or against us; This means that a greater percentage of consumers would boycott a campaign or content if it was shown that it operates based on irresponsible practices or that they negatively disrupt a certain topic or discussion. By implementing ethics in our campaign strategies we will bring prestige, reputation, value, competitiveness and better ties with clients.
On the other hand, it is important not to confuse the concepts of environmental sustainability and mindful marketing with ethical marketing. The concept of social responsibility goes far beyond fashions and trends; requires that the professional embrace values such as honesty, fairness and responsibility from the base as part of their work and personal philosophy.
How can I communicate my content in a responsible way?
I recommend you analyze the basic principles of ethical marketing written by the AMA. What’s more:
- Take into account the mission, vision and objectives of your brand, company or campaign.
- Know and highlight the values of your brand.
- Create an internal business ethics document.
- Create dissemination strategies for your brand’s values.
- Ask yourself if a certain campaign or concept responds only to an internal benefit.
As marketers, we handle powerful and sophisticated communication tools every day and we have a responsibility to support unity and respect. We must understand that our commercial competition is only our opponent and not our enemy and that we can stand out from the rest without fueling speeches, content or topics that polarize. By following these guidelines, we can generate positive change from our communication trench.
At Mijo! Brands, a leading creative agency in digital marketing, with a presence in Mexico City, Guadalajara and Puerto Vallarta, we have a multidisciplinary team of professionals who support you with the generation of content that connects with your clients and prospects, as well as effective social media campaigns on various platforms that reflect the values of your brand, and that will position and distinguish you from your competition.
