What marketing tactics does your ethical brand have in its arsenal? Adhering to principles like integrity, non-exploitation, and respect for others will automatically rule several common marketing tactics out.
Using false scarcity, fear-based messaging, and buying fake testimonials might be a no-go, but it doesn’t mean that your marketing will be boring, uninteresting, or go unseen by your intended audience.
There are new ways to stand by your principles and connect with value-based customers. These include exciting new options that aren’t available to conventional brands.
Here are four fresh ethical marketing tactics you can use in 2022.
1. Make your ethical brand digitally accessible.
Have you considered what it’s like for people with disabilities to browse your website or read your emails?
Most of us are used to seeing disability accommodations in the world around us. But online accessibility measures aren’t quite there yet.
Brands that would consider it unthinkable to not provide wheelchair access at physical stores often leave their websites inaccessible to the very same customers.
Web accessibility can be affected by disabilities that are visual, auditory, cognitive, neurological, physical, and age-related.
Most companies simply aren’t aware of this. But your ethical brand should be digitally inclusive of people with different ability levels. It’s the right thing to do. And it will tap you into a significant and underserved market.
Around 18% of Britain’s working population has a disability. This translates to a fifth of all UK Consumers and most of them have had to leave an online site due to accessibility issues. That’s over £17 billion in online spending lost by UK businesses.
So, how digitally accessible is your brand?
- Are your lead gen ads, marketing collateral, and website invisible to the colour blind or visually impaired?
- Do any marketing videos have alternative options?
- Can people with learning disorders understand your website copy?
- Can someone with cerebral palsy enter their information into your forms?
- Are your CTA buttons invisible or unusable for people who are blind?
Make your design, website, SEO, content, and marketing materials digitally accessible. The Bureau of Internet Accessibility is a great resource for checklists and guides.
2. Keep your influencer marketing transparent.
Social media influencers quickly developed a reputation for deception, fraud, and general fakeness. It was inevitable that governments would step in to create laws regulating influencer marketing.
Even so, various issues still come up and influencers can easily be perceived as untrustworthy or insincere.
Partnering with an influencer is still an effective way to reach your target audience. But if you choose to engage in this type of marketing, your ethical brand’s influencer marketing practices should meet and exceed what the law requires.
And be careful who you partner up with. The hottest influencers might be right for edgier businesses but could easily end up damaging your ethical brand’s image.
Any influencer affiliated with you essentially becomes a brand representative. Some of your customers will always link your images together.
So, stay away from anyone who doesn’t share your values. Avoid influencers who rely on controversy or emotional manipulation to drum up views and hook their audience in.
And try to avoid influencers who use covert deception like buying followers, inflating views, or using too much photoshop. Backlashes against these social media figures tend to be strong.
If you have written ethical advertising guidelines, share these with potential influencers and ask them to abide by the principles on their platforms.
3. Try an ethical shopping marketplace.
Ethical, eco-conscious, fair trade, and sustainable shopping platforms, marketplaces, and directories are booming. These sites cater to different interests and ethical values.
Here are a few marketplaces currently accepting vendors:
- ourCommonplace is an ethical and sustainable marketplace for conscious consumerism
- Buy Good. Feel Good. accepts global brands that are ethical, sustainable, socially-minded, and meet third-party standards
- Peachy Store is looking for transparent, ethical brands who want to grow their audience as platform partners
- Package Free Shop accepts zero waste, package free brands
- Good On You is a directory, ratings, and discovery platform for sustainable fashion
- Immaculate Vegan is for all things innovative, sophisticated, and stylish, as long as they’re vegan, sustainable, and ethical
An ethical platform is your brand’s shortcut to more market awareness and buyers, without having to do your own marketing.
Search for marketplaces that fit your values and product offers. Most are still building their catalogues and are still open to new vendors, so now is a great time to get onboard.
4. Try innovative advertising approaches built specifically for an ethical brand
The rise of sustainable and ethical marketing platforms, such as Views For Change and Bagboard shows we are well and truly in the Decade of Purpose; and advertising is not immune to this change.
Why not use your advertisements to support and promote your favourite charities? With Views for Change, you can build dynamic charitable donations right into your Facebook and Instagram ad campaigns.
The Views For Change platform donates to your chosen cause with every ad click-through (and soon donations can be unlocked on video ads too!).
Your ad campaigns generate business revenue, cause awareness, charity funds, and goodwill with your audience.
And it comes with all the data you need for legal compliance, CSR reporting, and socially responsible marketing.
Want to get started?
If your marketing strategy includes paid ads, switching to the Views for Change platform can be one of the easiest ethical marketing tactics to incorporate.
Ask us today for a live demo with the team today!
For more information on ethical marketing strategies, see article below, ‘Can Marketing be Ethical?’