Shifting Landscape Of Ethical Marketing

Ethicality is the feature that stands out an individual, business, and brand from the crowd. Ethical marketing is not merely jargon instead have taken the form of practice in the marketing world. The BW Festival of Marketing provided marketers with a platform to discuss ethical marketing for their brands, what it leads to, and how it is being driven.  

In this regard, Shivam Ranjan, Head, of Marketing, at Motorola Asia Pacific described ethical marketing as a broad topic that encompasses sustainability, social responsibility, transparency, and authenticity.  

He also emphasises that the principles of the ethicality of a brand should be communicated by the companies themselves.  

While Shamik Banerjee, Chief Marketing Officer, Apollo 24|7 focuses on the significance of the running decade that led to the concept of ethicality being prominent. Saxena said, “It is very subjective to be ethical while one can put up the environment, sustainability and transparency can create the standard ethical world but now it is wide open and it is upon us to decide what is ethical.” 

The way ethicality is difficult to define, it is also difficult to manage. Talking about the same, Sameer Saxena, Director - Marketing, Legrand counted on governance and regulation that drive the ethical balance of the brand and companies.  

Like every other phenomenon, according to Gauri Malhotra, Chief Marketing Officer, Bombay Shaving Company has taken a different shape in the last 50 years.  

Malhotra said that as we evolved, the consumer and society pushed us more to adopt ethical marketing.  

She added, “The dimensionalisation of ethical marketing is changing, but talking more about the environment is because that is what happening around us, 20 years later this might be basic and we would move to another challenge basis on what environment present to us.” 

Malhotra mentioned important pointer is that marketers and businesses have always tried to solve real-time problems in an ethical manner to derive business results. 

Ethical marketing is an ideal way of popularising a brand by looking after society and the environment. This also suggests that corporate is an eminent part of society and it is bound to take care of it along with gaining profit shares.