Recently, we discussed why Ethical Marketing is the future of marketing, and have shown some strategy examples. and thus, why brands should be paying attention. Essentially, it results in increasing brand loyalty, more long-term sales and decreasing acquisition costs over time, as seen by previous ethical marketing examples.
So, we understand the high importance. However, we are yet to see examples as to how this can be effective for top companies and SME’s alike. Therefore, in this article, we aim to do exactly that.
So, here are our Top 5 ethical marketing examples, made by ethical companies.
But First, what is Ethical Marketing?
At its core, ethical marketing focuses on the long-term sustainability and social impact of a business, creating a unique approach. By this marketing strategy, people are more important than profits. Some examples include socially and environmentally responsible marketing practices, both internal and external.
On top of this, Ethical Marketing is centred around honesty and transparency with the customer, respecting their privacy and providing value. It must be socially responsible, and follow business ethics.
These are essentially the principles of Ethical Marketing. So, here are some examples of them put to use:
The First Ethical Marketing Example: Patagonia.
Patagonia are known as a pioneer of Sustainability and caring for the planet. This even reflects in their eco-friendly stakeholder structure, as ‘Earth is now their only shareholder‘ . Essentially, Patagonia are top of mind for Sustainability, a challenging feat in the clothing industry.
Their infamous ‘Don’t buy this jacket’ campaign exemplifies this heavily. The campaign was launched for Black Friday 2011, way before sustainability was top of mind. By putting forward a non-traditional, non-consumerist message, Patagonia gained exposure for their good intentions.
Also, by reminding customers of the impacts of consumerism, they finished off with a strong message. As they put it, we must ‘only take what the planet can replace’.
With environmental activism centre of brand, Patagonia has an incredible blog that gives further insights into their way of thinking. The link can be found here.
An Ethical Marketing Newcomer: Innocent Smoothies.
Innocent Smoothies are not yet well known for their sustainability efforts. However, recently, they have made moves to pivot their brand into a force that does good for the planet. Their digital presence says it all.
For example, one impressive achievement is their digital homepage. It serves as a hub for all of their actions in sustainability, not just for their product or service. On top of this, Innocent have just become a certified B Corp. This is an action that underlines their commitment to positive impact for the planet.
Furthermore, their Big Rewild campaign is a top example of Ethical Marketing strategy. It is the central focus of their online presence. The page does not just talking about their corporate social responsibility efforts. More importantly, it raises awareness of their direct contribution to reforestation across Europe.
Their interactive page helps tell the story of how they have helped the environment. This should serve as an example to other companies looking to tell the stories of their sustainability efforts.
A niche in Ethical Marketing: Tony’s Chocolonely.
Tony’s Chocolonely do ethical marketing differently. They are not as environmentally-focused as the other campaigns on this list, but they are certainly an ethical brand. In particular, about eliminating modern slavery and child labour from the chocolate industry.
The entire brand can seem like one huge ethical marketing campaign; the messaging, unequal chocolate sizes and activism. However, the piece that particularly stood out to us was the ‘Sweet Solution to a Bitter Truth’ Campaign.
Focusing on a monumental problem in the industry, Tony’s used this to support a petition to the European Parliament. The aim was to ensure that the OECD Due Diligence guidance for responsible business conduct should become mandatory rather than voluntary. In other words, companies would be forced eliminate forced labour from the supply chain, rather than advised to.
By following this ethical marketing process, Tony’s did not just attract attention from potential new consumers, but also mainstream media. This solidified their brand even further as ethical chocolate champions. All done through leading their industry and attempting meaningful change.
Ethical Marketing Transparency: Everlane
Transparency is a fundamental in ethical marketing, and Everlane has shown its importance. On a mission to clean up the fashion industry by creating sustainable clothes that truly last, transparency helps Everlane stand out.
Recently, for all of their products, Everlane went fully transparent for each item on their site. They disclosed the production costs, labour costs and material costs for each item. In this way, so consumers understand exactly what they are paying for, and how ethical it is.
This radical transparency shows much more than other brands would be willing to do. This is because these costs that are normally not public discussion points. But, this underlines the commitment that Everlane takes towards Ethical Marketing.
Ethical Marketing outside the box: Just Water.
Having a water company on the list may surprise many, as many think of water as already sustainable. However, when purchasing water in most developed and developing countries, the waste involved in the process becomes evident.
Just Water transforms this process. Their water follows 3 main practices:
Sourced using sustainable infrastructure.
Packaged using sustainable materials.
Profits are invested into upgrading their sustainable infrastructure.
Therefore, Just Water focuses on socially conscious production processes, changing their industry whilst maintaining a low carbon footprint.
Further Examples: The Good Guys
We are Digital Marketers and Creatives focused on Sustainability and Social Impact. Ethical Marketing is our niche. Our site also contains further Ethical Marketing Examples, ranging from Sustainable Startups to well-known UK Brands.
If you are interested, check out some further sustainable marketing examples here.
