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Is Ethical Marketing Extinct?

Have you ever used a digital marketing tactic that ultimately made you feel a twinge of guilt, or at the very least made you question whether it was ethical? Guilt, of course, implies that you are aware of right and wrong, and how that translates into marketing. This falls under what we call ethical marketing — and for something as easy to explain as this, it may be quite challenging to consistently implement. The Financial Times Lexicon defines ethical marketing as such: “Ethical marketing is a process through which companies generate customer interest in products/services, build strong customer interest/relationships, and create value for all stakeholders by incorporating social and environmental considerations in products and promotions. All aspects of marketing are considered, from sales techniques to business communication and business development.” The root of the word “ethical marketing,” naturally, is ethics. The word itself comes from the Greek word ethikos, which means “habit” or “custom.” Through ethics, we are able to clearly define (and draw a line between) what is right and what is wrong. Marketing, of course, is no exception. By now, you’re probably familiar with the concept of social selling, and you are aware that relationship-building and establishing trust […]

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