Marketing Ethics Report 2022
Are we the villains?
The state of marketing ethics
Since the early days of the internet, there has been an unspoken deal between platforms, users, and marketers. A deal that has meant a largely free and uninhibited world of content for people to explore in exchange for advertising and the use of their data for marketing purposes. Along with it, we’ve seen the marketing industry transform… but not necessarily for the better.
Can we do better?
The challenges of marketing ethics
The state of marketing ethics in 2022 presents a clear message that marketers are keen to do better. The fact that so many senior executives see this as a critical priority in the next twelve months is an encouraging sign for the future of marketing. Yet, competing priorities and emerging regulations mean intention doesn’t always lead to reality.
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I strongly believe that being a good player in the market will give you a competitive advantage. Maybe not right here, right now, but in the long run, as customers understand more that it matters how their data is used.
Looking into the future
The future of marketing ethics
When survey respondents were asked which priority they believe will drive growth for their business in the next five to ten years, four out of five respondents agreed with the statement; To achieve above-average growth in the next five to ten years, brands will need to focus on their consumers’ overall welfare. So how can we ensure a sustainable future for the marketing industry?
