{"id":2335,"date":"2023-09-13T05:05:35","date_gmt":"2023-09-13T05:05:35","guid":{"rendered":"https:\/\/ewebtoolz.com\/blog\/ethical-marketing-definition-principles-examples\/"},"modified":"2023-09-13T05:05:35","modified_gmt":"2023-09-13T05:05:35","slug":"ethical-marketing-definition-principles-examples","status":"publish","type":"post","link":"https:\/\/ewebtoolz.com\/blog\/ethical-marketing-definition-principles-examples\/","title":{"rendered":"Ethical Marketing: Definition, Principles, &#038; Examples"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"\">\n<p>Ethical marketing is when you promote a product, service, or brand in a way that aligns with your values and morals.<\/p>\n<p>In this guide, we\u2019ll explore the principles it encompasses and how you can incorporate them into your business.\u00a0<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">What are the principles of ethical marketing?<\/h2>\n<\/p>\n<\/div>\n<p>This depends on your principles and what you define as ethical\u2014but to get more concrete answers, we spoke with some marketers and ran polls on <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1514144108297994244\">Ahrefs\u2019<\/a> and my <a href=\"https:\/\/twitter.com\/RebLiew\/status\/1513764600348491776\">personal<\/a> Twitter accounts.<\/p>\n<p>Here are five common themes that made our\u00a0list:<\/p>\n<h3 class=\"wp-block-heading\">Honesty and transparency<\/h3>\n<p>Being honest and transparent means not making misleading, inflated, or untrue claims across the whole process: production and delivery of goods and\/or services, employment practices, the value proposition of your product, and\u00a0more.<\/p>\n<p>As marketing consultant <a href=\"https:\/\/twitter.com\/MariaSoleil\">Maria Soleil<\/a> puts\u00a0it:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>The principles of ethical marketing include being responsible, honest and transparent in promotional activities, prioritizing data privacy, not engaging in pressure tactics, avoiding using UX dark patterns, using inclusive language, and\u00a0more.<\/p>\n<p>It\u2019s also about using suppliers, partners, and platforms that align with your morals and values. For example, I no longer use Meta to promote my business, and am exploring how to help my clients be less reliant on platforms such as Facebook and Instagram.<\/p>\n<\/blockquote>\n<p>Here\u2019s another definition that resonated with\u00a0us:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Ethical marketing for me is about: <\/p>\n<p>\u2705 Seeing customers as humans<br \/>\u2705 Not trying to bait them into buying\/trying something they don\u2019t want<br \/>\u2705 Not exaggerating on the value proposition<br \/>\u2705 Not making up things that are not real<\/p>\n<p>In short, not marketing for blind conversions.<\/p>\n<p>\u2014 Anmol Ratan Sachdeva (@arsachdeva) <a href=\"https:\/\/twitter.com\/arsachdeva\/status\/1513811790324731908?ref_src=twsrc%5Etfw\">April 12,\u00a02022<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<h3 class=\"wp-block-heading\">Fairness and respect<\/h3>\n<p>This is again subjective. At Ahrefs, our idea of respect involves *not* running ads on our competitors\u2019 names, whether through wordplay or otherwise.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" fetchpriority=\"high\" width=\"1248\" height=\"504\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness.png\" alt=\"Example of Salesforce running a Google ad on a competitor's name\" class=\"wp-image-166642\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness.png 1248w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness-680x275.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness-768x310.png 768w\" sizes=\"(max-width: 1248px) 100vw, 1248px\"\/><\/noscript><img decoding=\"async\" fetchpriority=\"high\" width=\"1248\" height=\"504\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness.png\" alt=\"Example of Salesforce running a Google ad on a competitor's name\" class=\"lazyload wp-image-166642\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness.png 1248w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness-680x275.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/1-fairness-768x310.png 768w\" data-sizes=\"(max-width: 1248px) 100vw, 1248px\"\/><\/figure>\n<p>Rather, we focus on converting prospective users through our educational <a href=\"https:\/\/ahrefs.com\/blog\/\">blog posts<\/a>, <a href=\"https:\/\/www.youtube.com\/ahrefscom\">YouTube videos<\/a>, tweets, and\u00a0more.\u00a0<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Ethical Marketing to me: <\/p>\n<p>&#8211; Not belittling your competitors (name-shaming) to get customers <br \/>&#8211; Not lying to a potential customer about what your product can do. <br \/>&#8211; Not running ads on your competitors\u2019 brand\u00a0names.<\/p>\n<p>\u2014 Afeez Adebayo (@za_icon) <a href=\"https:\/\/twitter.com\/za_icon\/status\/1513768198600077315?ref_src=twsrc%5Etfw\">April 12,\u00a02022<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<h3 class=\"wp-block-heading\">Maintaining user privacy<\/h3>\n<p>This is essentially a subset of the above points: honesty\/transparency and fairness\/respect.<\/p>\n<p>For instance, Ahrefs doesn\u2019t use cookies or tracking unless necessary. We also avoid retargeting tactics in our marketing campaigns\u2014a reflection of our business ethics.<\/p>\n<p>This also feeds into why we built <a href=\"https:\/\/yep.com\/\">yep.com<\/a>, a privacy-first search engine that rewards content creators with 90% of ad revenue.<\/p>\n<p>Here are more questions to ponder, in <a href=\"https:\/\/twitter.com\/Jammer_Volts\">Jamie Indigo\u2019s<\/a> words:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Is it ethical to ask candidates to do hours of free labor for an opportunity to work for you? Once someone has interacted with your campaign, website, or converted, how does your business store that data? If you\u2019re buying data, how was it obtained?<\/p>\n<\/blockquote>\n<h3 class=\"wp-block-heading\">Accountability<\/h3>\n<p>Open communication and taking ownership of your mistakes are two ways of maintaining accountability.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Every marketer (every person infact) knows what\u2019s the right thing to do in a given situation- that thin line between what\u2019s right and what\u2019s beyond. Ethical marketing to me is staying true to that feeling.<\/p>\n<p>\u2014 Jubin Mehta (@jub_in) <a href=\"https:\/\/twitter.com\/jub_in\/status\/1514159816234573826?ref_src=twsrc%5Etfw\">April 13,\u00a02022<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<p>When fast-fashion behemoth Shein was plagued by <a href=\"https:\/\/www.cbsnews.com\/news\/shein-controversy-why-is-it-so-popular\/\">accusations<\/a> of unethical operational practices, the e-commerce company attempted to disprove the rumors by inviting influencers to its factories.<\/p>\n<p>Alas, this <a href=\"https:\/\/www.npr.org\/2023\/06\/30\/1184974003\/shein-influencers-china-factory-trip-backlash\">backfired<\/a>\u2014and only amplified Shein\u2019s refusal to take accountability for its actions.<\/p>\n<h3 class=\"wp-block-heading\">Sustainability<\/h3>\n<p>Sustainability means that environmental and socially responsible values are embedded in your business\u2019s products and practices.<\/p>\n<p>Examples of companies that engage in this include Apple, Patagonia, Market Lane Coffee, Marou Chocolate, Freitag, and\u00a0more.<\/p>\n<p>(We delve into these real-life examples below!)\u00a0<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">Benefits of ethical marketing<\/h2>\n<\/p>\n<\/div>\n<p>Ethical marketing breeds trust among potential customers.<\/p>\n<p>For example, Apple has focused heavily on privacy in its advertising efforts in recent years:<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"\/>\n<p>And it seems to be working\u2014if this recent poll by my colleague is any indication.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Based on gut feeling, which of these companies do you think cares most about your data privacy?<\/p>\n<p>\u2014 Joshua Hardwick (@JoshuaCHardwick) <a href=\"https:\/\/twitter.com\/JoshuaCHardwick\/status\/1697550913177526677?ref_src=twsrc%5Etfw\">September 1,\u00a02023<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<p>But \u201ctrust\u201d isn\u2019t the only benefit of so-called ethical marketing. It can also lead to positive publicity and backlinks.<\/p>\n<p>According to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, Apple\u2019s <a href=\"https:\/\/www.apple.com\/environment\/\">Environment<\/a> page has backlinks from ~4,400 referring domains (linking websites):<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1076\" height=\"740\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9.png\" alt=\"Apple's Environment page has backlinks from 4.4K referring domains, via Ahrefs' Site Explorer&#10;\" class=\"wp-image-166611\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9.png 1076w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9-618x425.png 618w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9-768x528.png 768w\" sizes=\"(max-width: 1076px) 100vw, 1076px\"\/><\/noscript><img decoding=\"async\" width=\"1076\" height=\"740\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9.png\" alt=\"Apple's Environment page has backlinks from 4.4K referring domains, via Ahrefs' Site Explorer&#10;\" class=\"lazyload wp-image-166611\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9.png 1076w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9-618x425.png 618w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-9-768x528.png 768w\" data-sizes=\"(max-width: 1076px) 100vw, 1076px\"\/><\/figure>\n<p>If we head to the <strong>Backlinks<\/strong> report and dig deeper, we find that many of these are positive mentions of Apple in well-known publications.\u00a0<\/p>\n<p>Here\u2019s one from the BBC about Apple\u2019s call to ban hazardous materials from its production lines:\u00a0<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"268\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2.png\" alt=\"Backlink from BBC to Apple's Environment page, via Ahrefs' Site Explorer\" class=\"wp-image-166613\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-680x91.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-768x103.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-1536x206.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"268\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2.png\" alt=\"Backlink from BBC to Apple's Environment page, via Ahrefs' Site Explorer\" class=\"lazyload wp-image-166613\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-680x91.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-768x103.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-2-1536x206.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<p>And here\u2019s one from an op-ed piece in The New York Times about climate change:\u00a0<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"237\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7.png\" alt=\"Backlink from NY Times to Apple's Environment page, via Ahrefs' Site Explorer&#10;\" class=\"wp-image-166616\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-680x81.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-768x91.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-1536x182.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"237\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7.png\" alt=\"Backlink from NY Times to Apple's Environment page, via Ahrefs' Site Explorer&#10;\" class=\"lazyload wp-image-166616\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-680x81.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-768x91.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8-7-1536x182.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<p>Bottom line? Regardless of what you think about Apple (it\u2019s drawn flak for <a href=\"https:\/\/www.bloomberg.com\/news\/newsletters\/2021-05-03\/apple-s-30-fee-an-industry-standard-is-showing-cracks\">some of its opaque practices<\/a> in recent years), its commitment to ethical marketing has built consumer trust\u2014an immensely valuable asset in such competitive markets.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewbox=\"0 0 14 14\" style=\"\"><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\"\/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style=\"\"\/><\/g><\/svg><\/a><\/p>\n<p><h2 class=\"wp-block-heading\">More examples of ethical marketing<\/h2>\n<\/p>\n<\/div>\n<p>To give you a more well-rounded overview of what ethical marketing encompasses in practice, here are four more real-life examples.\u00a0<\/p>\n<h3 class=\"wp-block-heading\">Ahrefs<\/h3>\n<p>Ethical marketing at Ahrefs looks a little different than Apple\u2019s:<\/p>\n<h4 class=\"wp-block-heading\">We tell it like it\u00a0is<\/h4>\n<p>We never oversell the utility of our toolset.\u00a0<\/p>\n<p>If it meant forcing a product pitch into our content, we\u2019d rather not include it at all.<br \/>\u00a0<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"511\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5.png\" alt=\"Example of how we remove forced product pitches from our blog posts in the drafting stage&#10;\" class=\"wp-image-166618\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-680x174.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-768x196.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-1536x393.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"511\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5.png\" alt=\"Example of how we remove forced product pitches from our blog posts in the drafting stage&#10;\" class=\"lazyload wp-image-166618\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-680x174.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-768x196.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-5-1536x393.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<h4 class=\"wp-block-heading\">Giving back<\/h4>\n<p>In 2022, Ahrefs\u2019 founder <a href=\"https:\/\/twitter.com\/botsbreeder?lang=en\">Dmytro Gerasymenko<\/a> launched a donation-matching initiative in a show of support for Ukraine. For any amount an Ahrefs customer donated to an approved charity in Ukraine, we extended their subscription for double of\u00a0that.<\/p>\n<p>This resonated with many subscribers and won us organic mentions on platforms like Twitter, as well as <a href=\"https:\/\/www.techinasia.com\/ahrefs-raises-1-3m-for-ukraine\">media mentions<\/a>\u2014even though it certainly hadn\u2019t been the aim of our donation-matching campaign.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"\/>\n<p>While we\u2019re humblebragging, we also <a href=\"https:\/\/twitter.com\/ahrefs\/status\/1463495813900820488\">funneled $200K<\/a> into sponsoring podcasts, newsletters, videos, and more in December 2021. The move generated lots of positive publicity:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Whoa\u2014I just received a mystery swag box from <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> (a Why We Buy sponsor)<\/p>\n<p>Is blogging a bit of a mystery to you? And do ya want your own mystery box?<\/p>\n<p>Comment \ud83c\udf81 on this post<\/p>\n<p>I\u2019ll send you Ahrefs\u2019 free Blogging for Business course &amp; you\u2019ll be entered to win your own swag box! <a href=\"https:\/\/t.co\/sncW4vBUVF\">pic.twitter.com\/sncW4vBUVF<\/a><\/p>\n<p>\u2014 Katelyn Bourgoin \ud83e\udde0 (@KateBour) <a href=\"https:\/\/twitter.com\/KateBour\/status\/1567516992113975299?ref_src=twsrc%5Etfw\">September 7,\u00a02022<\/a><\/p><\/blockquote><\/div>\n<\/figure>\n<h3 class=\"wp-block-heading\">Marou Chocolate<\/h3>\n<p>Another tasty addition to the list is one of Asia\u2019s most well-loved bean-to-bar brands: Marou Chocolate.\u00a0<\/p>\n<p>The Vietnamese-based company maintains a close eye over the entire chocolate-making process, from working with Vietnamese cacao farmers through to overseeing the production line.<\/p>\n<p>Such is its dedication that it publishes detailed reports on its sourcing process, how it supports small cacao producers, and\u00a0more.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1342\" height=\"1446\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8.png\" alt=\"Table about cacao sourcing&#10;\" class=\"wp-image-166620\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8.png 1342w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8-394x425.png 394w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8-768x828.png 768w\" sizes=\"(max-width: 1342px) 100vw, 1342px\"\/><\/noscript><img decoding=\"async\" width=\"1342\" height=\"1446\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8.png\" alt=\"Table about cacao sourcing&#10;\" class=\"lazyload wp-image-166620\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8.png 1342w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8-394x425.png 394w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-8-768x828.png 768w\" data-sizes=\"(max-width: 1342px) 100vw, 1342px\"\/><\/figure>\n<p>If this isn\u2019t transparency, we don\u2019t know what is. <a href=\"https:\/\/marouchocolate.com\/sustainability\/\">Have a read<\/a>\u2014it\u2019s fascinating stuff.<\/p>\n<h3 class=\"wp-block-heading\">Patagonia\u00a0<\/h3>\n<p>Outdoor clothing label Patagonia\u2019s <a href=\"https:\/\/mission-statement.com\/patagonia\/#:~:text=Patagonia%20mission%20statement%20is%20%E2%80%9Cwe,Patagonia%20was%20led%20by%20this\">mission statement<\/a> is simple:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>We\u2019re in business to save our home planet.\u00a0<\/p>\n<\/blockquote>\n<p>Sounds unrealistic? In fact, the brand is well regarded for keeping true to its words and is a solid example of how sustainability is embedded in ethical marketing.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1600\" height=\"883\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1.jpg\" alt=\"Patagonia ad with the words &quot;Don't buy this jacket&quot;&#10;\" class=\"wp-image-166622\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-680x375.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-768x424.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-1536x848.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"\/><\/noscript><img decoding=\"async\" width=\"1600\" height=\"883\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1.jpg\" alt=\"Patagonia ad with the words &quot;Don't buy this jacket&quot;&#10;\" class=\"lazyload wp-image-166622\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-680x375.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-768x424.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-1-1536x848.jpg 1536w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\"\/><\/figure>\n<p>The brand also donates 1% of its profits to nonprofit environmental organizations under its self-imposed <a href=\"https:\/\/www.patagonia.com\/stories\/our-earth-tax-patagonia-environmental-social-initiatives-2015\/story-17671.html\">Earth tax<\/a>.<\/p>\n<p>These efforts are widely cited too. Check out its <a href=\"https:\/\/app.ahrefs.com\/v2-site-explorer\/backlinks\/prefix?target=www.patagonia.com%2Factivism%2F\">backlink profile<\/a> in Ahrefs\u2019 <a href=\"https:\/\/app.ahrefs.com\/site-explorer\">Site Explorer<\/a>:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1999\" height=\"689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5.png\" alt=\"Backlinks to Patagonia's Activism page, via Ahrefs' Site Explorer&#10;\" class=\"wp-image-166624\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-680x234.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-768x265.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-1536x529.png 1536w\" sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/noscript><img decoding=\"async\" width=\"1999\" height=\"689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5.png\" alt=\"Backlinks to Patagonia's Activism page, via Ahrefs' Site Explorer&#10;\" class=\"lazyload wp-image-166624\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-680x234.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-768x265.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-5-1536x529.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\"\/><\/figure>\n<h3 class=\"wp-block-heading\">Market Lane Coffee<\/h3>\n<p>How could my personal favorite not make the\u00a0list?<\/p>\n<p>Market Lane Coffee is an Australia-based specialty coffee roaster and retailer, and I\u2019ve always been a fan of its commitment to fairness, transparency, and sustainability.<\/p>\n<p>It has <a href=\"https:\/\/marketlane.com.au\/pages\/our-values\">dedicated pages<\/a> on how these values are put to practice. Wordy as these are, it gives you a better sense of how it\u2019s walking the\u00a0talk:<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1386\" height=\"708\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4.png\" alt=\"Market Lane Coffee's explanation on how it practices its values&#10;\" class=\"wp-image-166626\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4.png 1386w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4-680x347.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4-768x392.png 768w\" sizes=\"(max-width: 1386px) 100vw, 1386px\"\/><\/noscript><img decoding=\"async\" width=\"1386\" height=\"708\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4.png\" alt=\"Market Lane Coffee's explanation on how it practices its values&#10;\" class=\"lazyload wp-image-166626\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4.png 1386w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4-680x347.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-4-768x392.png 768w\" data-sizes=\"(max-width: 1386px) 100vw, 1386px\"\/><\/figure>\n<p>That rounds things up!<\/p>\n<p>Ethical marketing is such a complex topic that condensing things proved to be a challenge, so I\u2019d love to hear your thoughts <a href=\"https:\/\/twitter.com\/RebLiew\">on Twitter<\/a>.\u00a0<\/p>\n<h3 class=\"wp-block-heading\">What is ethical marketing?<\/h3>\n<p>Ethical marketing is when you promote a product, service, or brand in a way that aligns with your values and morals. This means not making inflated claims, practicing transparency and openness, and\u00a0more.<\/p>\n<h3 class=\"wp-block-heading\">What are the principles of ethical marketing?<\/h3>\n<p>The five key principles of ethical marketing are honesty and transparency, fairness and respect, maintaining user privacy, accountability, and sustainability. It can involve other principles too, depending on what you define as ethical.<\/p>\n<h3 class=\"wp-block-heading\">What\u2019s the difference between ethical and sustainable marketing?<\/h3>\n<p>The difference between ethical marketing and sustainable marketing is that ethical marketing promotes a brand\u2019s values and morals, while sustainable marketing promotes environmental and socially responsible values.\u00a0<\/p>\n<h3 class=\"wp-block-heading\">Is sustainable marketing the same as ethical marketing?<\/h3>\n<p>No, it isn\u2019t. Ethical marketing promotes a brand\u2019s values and moral<em>s<\/em>, while sustainability is an example of a brand value. Therefore, it is a subset of ethical marketing.<\/p>\n<figure class=\"wp-block-image size-full\"><noscript><img decoding=\"async\" width=\"1800\" height=\"1090\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6.png\" alt=\"Simple visual showing sustainability as a subset of ethical marketing&#10;\" class=\"wp-image-166628\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-680x412.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-768x465.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-1536x930.png 1536w\" sizes=\"(max-width: 1800px) 100vw, 1800px\"\/><\/noscript><img decoding=\"async\" width=\"1800\" height=\"1090\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6.png\" alt=\"Simple visual showing sustainability as a subset of ethical marketing&#10;\" class=\"lazyload wp-image-166628\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-680x412.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-768x465.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-6-1536x930.png 1536w\" data-sizes=\"(max-width: 1800px) 100vw, 1800px\"\/><\/figure>\n<\/p><\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><br \/>\n<br \/><a href=\"https:\/\/ahrefs.com\/blog\/ethical-marketing\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ethical marketing is when you promote a product, service, or brand in a way that aligns with your values and morals. In this guide, we\u2019ll explore the principles it encompasses and how you can incorporate them into your business.\u00a0 What are the principles of ethical marketing? This depends on your principles and what you define [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-2335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"_links":{"self":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts\/2335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/comments?post=2335"}],"version-history":[{"count":0,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/posts\/2335\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/media\/2336"}],"wp:attachment":[{"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/media?parent=2335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/categories?post=2335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ewebtoolz.com\/blog\/wp-json\/wp\/v2\/tags?post=2335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}