What is Ethical Appeal? Ethos & Trust in Marketing

In the sphere of marketing, establishing credibility is as crucial as the message itself; Ethos, a classical rhetorical device, significantly influences audience perception. The American Marketing Association emphasizes the importance of integrity and ethical conduct in all marketing endeavors. Therefore, understanding what is ethical appeal involves recognizing its power to build trust and foster long-term relationships with consumers. Moreover, companies that prioritize transparency, such as Patagonia with their commitment to environmental responsibility, often demonstrate the effectiveness of this appeal.

The Power of Ethical Appeal in Business: Building Trust and Long-Term Success

In today's dynamic business landscape, ethical appeal, or ethos, stands as a cornerstone of success. It's no longer sufficient to simply offer a product or service; businesses must cultivate trust and demonstrate a commitment to ethical principles.

This introduction delves into the profound influence of ethical appeal in forging lasting relationships with customers, employees, and the wider community.

What is Ethical Appeal (Ethos)?

At its core, ethical appeal is about establishing credibility and demonstrating good character. It's the art of convincing an audience that you are trustworthy, knowledgeable, and genuinely concerned about their well-being.

Ethos is not merely a marketing tactic; it's an intrinsic value that permeates every facet of an organization. It signifies a commitment to doing what is right, even when it's difficult.

The Significance of Trust

Trust is the lifeblood of any successful business. In an era of information overload and heightened scrutiny, consumers are increasingly discerning. They seek out brands that align with their values and demonstrate a genuine commitment to ethical conduct.

Ethical appeal fosters that trust. It assures stakeholders that a company is operating with integrity and is genuinely invested in their best interests.

Benefits of Embracing Ethical Practices

The rewards of ethical practices extend far beyond mere public relations. They create a ripple effect, positively impacting various aspects of a business:

• Enhanced Reputation: A strong ethical reputation enhances a company's brand image and attracts customers.

• Customer Loyalty: Customers are more likely to remain loyal to companies they trust and respect.

• Employee Engagement: Employees are more motivated and productive when they work for an ethical organization.

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• Investor Confidence: Investors are increasingly seeking out companies with strong environmental, social, and governance (ESG) credentials.

• Long-Term Sustainability: Ethical practices contribute to the long-term sustainability of a business by building strong relationships and fostering a positive work environment.

Purpose of This Exploration

This article aims to provide a comprehensive understanding of ethical appeal. It will explore its historical roots, core elements, and practical applications. It will also cover strategies for amplifying ethical appeal and learning from real-world examples.

By examining the principles and practices of ethical business, this exploration hopes to empower businesses to build a more sustainable, trustworthy, and successful future. This approach seeks to inspire and encourage.

Foundations of Ethical Appeal: A Historical Perspective

The concept of ethical appeal isn't new; it's deeply rooted in centuries of philosophical thought. Examining these historical foundations provides a crucial context for understanding its enduring importance in today's business world. By exploring the insights of influential philosophers, we can appreciate how the principles of character, trust, and integrity have long been recognized as essential for effective communication and leadership.

Echoes of Ancient Wisdom: The Philosophers' Perspective

The pursuit of ethical behavior and its connection to persuasion has been a subject of inquiry for some of history's greatest thinkers. Their ideas continue to resonate today, offering valuable lessons for businesses seeking to build lasting relationships with their stakeholders.

Aristotle: Ethos as the Soul of Persuasion

Aristotle, the renowned Greek philosopher, identified ethos as one of the three core elements of persuasion, alongside pathos (emotional appeal) and logos (logical reasoning). For Aristotle, ethos was not simply about having a good reputation; it was about projecting an image of credibility, intelligence, and goodwill in the act of communication itself.

Aristotle believed that the speaker's character, as perceived by the audience, directly influenced the effectiveness of their message. A trustworthy and virtuous speaker, according to Aristotle, was far more likely to persuade an audience than one perceived as dishonest or self-serving. This emphasis on character remains central to the concept of ethical appeal in modern business.

Plato: Ethics as the Foundation of Rhetoric

While Plato, Aristotle's mentor, shared a commitment to truth and virtue, his perspective on rhetoric diverged somewhat. Plato expressed skepticism about rhetoric, particularly when divorced from ethical considerations. He worried that rhetoric could be used to manipulate and deceive, rather than to enlighten and guide.

Plato emphasized the importance of aligning rhetoric with ethical principles, arguing that true persuasion should be grounded in truth and justice. While he did not explicitly define "ethos" as Aristotle did, Plato's emphasis on ethical conduct as the foundation of effective communication underscores the importance of ethical appeal in all forms of discourse.

Confucius: Moral Character and Leadership

Across continents, the ancient Chinese philosopher Confucius similarly stressed the importance of moral character and integrity in leadership. Confucius believed that leaders should lead by example, embodying virtues such as benevolence, righteousness, and wisdom.

According to Confucian thought, a leader's moral character was the primary source of their influence. By demonstrating integrity and a genuine concern for the well-being of their people, leaders could inspire trust and cooperation. This emphasis on ethical leadership aligns perfectly with the principles of ethical appeal in business, where trust and integrity are essential for building strong relationships with employees, customers, and the wider community.

Contemporary Voices: Modern Ethicists and Business

The legacy of these ancient philosophers continues to shape contemporary discussions about ethics and business. Modern ethicists, such as Michael Sandel and Peter Singer, have made significant contributions to our understanding of ethical dilemmas in the modern world.

Sandel's work on justice and moral reasoning challenges us to consider the ethical implications of our actions and decisions, while Singer's work on animal rights and global poverty encourages us to expand our circle of moral concern. Their insights provide valuable frameworks for businesses seeking to navigate complex ethical challenges and to make decisions that align with their values.

By engaging with the ideas of these thinkers, businesses can cultivate a deeper understanding of ethical principles and their application to the challenges of the modern marketplace. This understanding is essential for building a culture of ethics within an organization and for fostering lasting relationships with stakeholders.

The Core Elements of Persuasion: Ethos, Pathos, and Logos

The art of persuasion, a cornerstone of effective communication and successful business strategy, rests upon three fundamental pillars: Ethos, Pathos, and Logos. Understanding the interplay of these rhetorical appeals is crucial for anyone seeking to influence, inspire, and build lasting relationships with their audience.

Let's delve into these elements, with a particular focus on Ethos, the ethical appeal, and its pivotal role in establishing credibility and trust.

The Interconnectedness of Ethos, Pathos, and Logos

Aristotle identified Ethos, Pathos, and Logos as the three essential components of persuasion. They don't operate in isolation but rather work in harmony to create a compelling and convincing message.

Logos refers to the logical appeal, the use of reason, evidence, and facts to support your argument. Pathos is the emotional appeal, connecting with the audience's feelings, values, and beliefs.

Ethos, as we'll explore in detail, concerns the credibility and character of the speaker or the business, serving as the foundation upon which the other appeals are built. A strong logical argument (Logos) can be undermined if the audience doesn't trust the source (Ethos).

Similarly, emotional appeals (Pathos) can be perceived as manipulative if not grounded in a sense of integrity and authenticity (Ethos).

Ethos: Credibility and Character as the Heart of Ethical Appeal

Ethos transcends mere reputation; it's the projection of credibility and character in every interaction. It's about demonstrating to your audience that you are someone worthy of their trust and respect.

In the realm of business, Ethos is not just a nice-to-have; it's a strategic imperative. A company with a strong ethical foundation enjoys greater customer loyalty, enhanced employee engagement, and a more resilient reputation.

When a business demonstrates a commitment to ethical principles, it signals to its stakeholders that it is operating with integrity and a genuine concern for their well-being.

The Pillars of Ethical Appeal: Competence, Trustworthiness, and Goodwill

Building a strong ethical appeal requires cultivating three key attributes: competence, trustworthiness, and goodwill. These are the cornerstones of credibility and the essence of a compelling Ethos.

• Competence: This refers to your expertise and knowledge in your field. Demonstrating competence assures your audience that you are capable and qualified to deliver on your promises. It's about showing that you have the skills and experience necessary to achieve the desired outcomes.
• Trustworthiness: This is about being honest, reliable, and transparent in your dealings. Trustworthiness is earned over time through consistent actions and unwavering integrity. It is built by honoring commitments, admitting mistakes, and prioritizing the needs of your stakeholders.
• Goodwill: This refers to your genuine concern for the well-being of your audience. It's about demonstrating empathy, understanding, and a desire to create positive outcomes for all involved. Goodwill is expressed through acts of kindness, generosity, and a willingness to go the extra mile.

By consistently demonstrating competence, trustworthiness, and goodwill, businesses can cultivate a strong ethical appeal, build lasting relationships, and achieve sustainable success. These qualities are essential for establishing credibility, fostering trust, and ensuring that your message resonates with your audience on a deeper, more meaningful level.

Pillars of Ethical Appeal: Building a Foundation of Trust and Integrity

Having established the core elements of ethical appeal – competence, trustworthiness, and goodwill – it's imperative to explore the foundational pillars upon which these elements are built.

These pillars represent the essential qualities that underpin all ethical relationships in business and society. They are the bedrock of a trustworthy reputation and the cornerstones of sustainable success.

Let's examine these pillars in greater detail: Trust, Integrity, Authenticity, and Transparency.

The Foundational Role of Trust

Trust is undeniably the most critical element of any successful business or marketing endeavor. It's the currency of relationships, the cornerstone of loyalty, and the foundation upon which all ethical appeals are built.

Without trust, even the most compelling product or service will struggle to gain traction.

Consumers must believe that a business is acting in their best interest, that its claims are truthful, and that its promises will be kept.

This requires a conscious and continuous effort to cultivate trustworthiness through every interaction.

Upholding Integrity: The Moral Compass

Integrity represents the unwavering adherence to strong moral principles. It's about acting with honesty, fairness, and ethical conduct, even when faced with difficult decisions or competing pressures.

A business with integrity prioritizes ethical considerations above short-term gains, recognizing that a damaged reputation can have long-lasting consequences.

Integrity demands that businesses be accountable for their actions, take responsibility for their mistakes, and strive to uphold the highest ethical standards in all their dealings.

Embracing Authenticity: Being True to Your Values

In today's marketplace, authenticity is a highly valued attribute. Consumers are increasingly discerning and can easily detect insincerity or artificiality.

Authenticity means being genuine, transparent, and true to oneself. It's about aligning your actions with your stated values and communicating honestly with your audience.

It also means recognizing that your brand has a unique story to tell and that by embracing your identity, sharing your journey, and acknowledging your imperfections, you can connect with your audience on a deeper, more meaningful level.

Prioritizing Transparency: Openness and Honesty

Transparency is a critical component of building trust and fostering positive relationships. It requires businesses to be open and honest about their practices, policies, and intentions.

This includes being transparent about pricing, sourcing, production methods, and potential risks.

Transparency empowers consumers to make informed decisions and demonstrates a willingness to be held accountable for your actions.

In an age of increased scrutiny and readily available information, transparency is no longer a luxury but a necessity.

It's a sign of confidence, a commitment to ethical conduct, and a powerful tool for building long-term trust and loyalty.

Manifestations of Ethical Business Practices: Putting Principles into Action

Ethical principles, however lofty, are meaningless without tangible action. This section explores concrete ways businesses can translate their ethical commitments into demonstrable practices, building trust and fostering a positive impact on society.

Let's delve into the practical applications of ethical principles in business.

Corporate Social Responsibility (CSR): Embracing Social Accountability

Corporate Social Responsibility (CSR) represents a company's commitment to operating in an ethical and sustainable manner. It goes beyond legal obligations, encompassing a broader sense of responsibility to society and the environment.

CSR initiatives can take many forms, from reducing carbon emissions and promoting fair labor practices to supporting local communities and donating to charitable causes.

A robust CSR program demonstrates a company's dedication to making a positive difference in the world, attracting socially conscious consumers and enhancing its overall reputation.

Ethical Marketing Strategies: Connecting Values to Consumers

Ethical marketing is about promoting products and services in a way that is honest, transparent, and respectful of consumers' values.

It entails avoiding deceptive practices, respecting consumer privacy, and promoting products that are safe and beneficial.

Values-Based Marketing: Aligning with Customer Beliefs

Values-based marketing involves aligning marketing messages and campaigns with the values and beliefs of target consumers.

It requires a deep understanding of what matters most to your audience and communicating how your brand shares those same values.

By appealing to consumers' sense of purpose and moral compass, you can foster a stronger connection and build brand loyalty.

Cause Marketing: Partnering for a Greater Good

Cause marketing is a strategic partnership between a business and a non-profit organization. It aims to raise awareness and funds for a specific cause while simultaneously promoting the brand's values.

These partnerships can range from donating a portion of sales to a charity to engaging in joint marketing campaigns that support the cause.

Cause marketing not only benefits the chosen charity but also enhances the company's reputation and demonstrates its commitment to social responsibility.

Ethical Consumerism: Empowering Informed Choices

Ethical consumerism empowers consumers to make purchasing decisions based on ethical considerations, such as fair labor practices, environmental sustainability, and animal welfare.

It recognizes that consumers have the power to influence business practices by choosing to support companies that align with their values.

By promoting ethical consumerism, businesses can encourage consumers to think critically about their purchasing decisions and to choose products and services that are produced in a responsible and ethical manner.

Stakeholder Theory: Considering All Interests

Stakeholder theory recognizes that businesses have a responsibility to consider the interests of all stakeholders, not just shareholders.

Stakeholders include employees, customers, suppliers, communities, and the environment.

By taking a stakeholder-centric approach, businesses can make more informed decisions that benefit all parties involved, fostering stronger relationships and building a more sustainable business model.

Reputation Management: Protecting Ethical Standing

Reputation management involves actively monitoring and managing a company's reputation to protect and enhance its ethical standing.

This includes responding to customer feedback, addressing negative reviews, and proactively communicating the company's ethical values and practices.

Effective reputation management is essential for maintaining trust and credibility in today's interconnected world.

Brand Purpose: Defining Existence Beyond Profit

Brand purpose defines a company's reason for existing beyond simply generating profit. It articulates the company's values and the positive impact it aims to make on the world.

A clearly defined brand purpose can serve as a guiding principle for all business decisions, ensuring that the company operates in an ethical and responsible manner. Consumers are increasingly drawn to brands with a strong sense of purpose, making it a key differentiator in today's competitive marketplace.

Oversight and Regulation: Ensuring Accountability and Preventing Deception

Ethical conduct in business isn't solely a matter of individual conscience or corporate policy; it also relies on robust oversight and regulation. These mechanisms provide a framework for accountability, helping to prevent deceptive practices and fostering a level playing field for all.

Several key organizations and regulatory bodies play pivotal roles in promoting and enforcing ethical standards across various industries. Let’s examine some of the prominent players.

The Federal Trade Commission (FTC): Policing Deceptive Advertising

The Federal Trade Commission (FTC) is a U.S. government agency responsible for protecting consumers and promoting competition.

A significant part of its mandate involves regulating advertising to ensure that it is truthful, non-deceptive, and fair.

The FTC has the authority to investigate and take action against companies that engage in false or misleading advertising claims. This includes claims about product performance, pricing, and endorsements.

By setting clear guidelines and enforcing them rigorously, the FTC plays a vital role in safeguarding consumers from deceptive marketing tactics.

The Better Business Bureau (BBB): Fostering Marketplace Trust

The Better Business Bureau (BBB) is a non-profit organization that aims to promote trust and integrity in the marketplace.

While the BBB does not have the same regulatory powers as the FTC, it provides a valuable service by accrediting businesses that meet certain ethical standards and by resolving disputes between businesses and consumers.

The BBB also maintains a database of consumer complaints and ratings for businesses, providing valuable information to consumers who are making purchasing decisions.

The BBB’s commitment to transparency and ethical business practices makes it a trusted resource for both businesses and consumers.

The World Federation of Advertisers (WFA): Championing Responsible Marketing Globally

The World Federation of Advertisers (WFA) is a global organization that represents advertisers from around the world.

The WFA advocates for responsible marketing practices and promotes the highest standards of ethical conduct in advertising.

It works with its members to develop and implement self-regulatory codes of conduct. The WFA also engages with governments and other stakeholders to shape advertising policy and promote consumer protection.

By fostering collaboration and sharing best practices on a global scale, the WFA contributes to a more ethical and sustainable advertising ecosystem.

Ethical Organizations: Recognizing Ethical Performance

Organizations like the Ethisphere Institute play a critical role in recognizing and promoting ethical business practices.

The Ethisphere Institute, for example, publishes an annual list of the "World's Most Ethical Companies," recognizing organizations that demonstrate exceptional leadership in ethical conduct and corporate governance.

These awards and rankings can serve as powerful incentives for companies to prioritize ethical behavior and to strive for continuous improvement.

By celebrating ethical achievements, these organizations help to raise awareness and inspire others to follow suit.

In conclusion, effective oversight and regulation are essential for ensuring accountability and preventing deception in the business world.

Regulatory bodies like the FTC, organizations like the BBB and WFA, and recognition platforms such as the Ethisphere Institute all contribute to a more ethical and transparent marketplace.

By working together, these entities help to protect consumers, foster trust, and promote responsible business practices.

Techniques for Amplifying Ethical Appeal: Strategies for Building Credibility

Once a foundation of ethical principles is established, businesses can proactively amplify their ethical appeal to build stronger connections with their audience. This involves strategically employing various techniques that highlight integrity, competence, and goodwill. These strategies translate ethical values into tangible signals that resonate with customers, employees, and stakeholders, fostering trust and loyalty.

Leveraging Endorsements with Testimonials

Testimonials are powerful tools because they offer firsthand accounts of positive experiences. By strategically leveraging credible endorsements, companies can significantly enhance their ethical appeal.

However, authenticity is key. Testimonials should be genuine and reflect the actual experiences of real customers or partners.

Ensure that the testimonials used align with the brand's core values and the message it aims to convey.

It is important that businesses avoid using misleading or deceptive testimonials. Instead, opt for transparency and honesty when sharing customer experiences.

Building Trust Through Social Proof

Social proof operates on the principle that people tend to follow the actions of others, especially when uncertain. Demonstrating that others trust a product or service can be a compelling way to build credibility.

This can be achieved through various means, such as showcasing the number of satisfied customers, highlighting positive media mentions, or featuring user-generated content.

By showcasing a chorus of satisfied voices, businesses can foster a sense of confidence and assurance among potential customers.

It's worth noting that displaying these successes encourages potential clients to join the existing customer base and feel confident in their purchase.

Establishing Authority Through Thought Leadership

Thought leadership involves positioning oneself as an expert in a particular field or industry. This can be achieved by sharing valuable insights, perspectives, and knowledge through various channels, such as blog posts, articles, webinars, and speaking engagements.

By consistently providing high-quality content, businesses can establish themselves as trusted authorities, enhancing their credibility and ethical appeal.

Thought leadership demonstrates competence and a commitment to sharing knowledge, which resonates positively with audiences.

When done right, this strengthens the organization's standing, fostering greater confidence and loyalty.

Cultivating Trust with Content Marketing

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. By providing educational, informative, or entertaining content, businesses can build trust and rapport with their target audience.

Unlike traditional advertising, content marketing focuses on providing value upfront, fostering a sense of goodwill and reciprocity.

This approach strengthens relationships with customers and potential clients.

When the content addresses customer needs honestly, it enhances the perceived ethical standing of the brand.

Fostering Transparency Through Customer Reviews and Ratings

In today's digital age, customer reviews and ratings wield significant influence. Allowing open sharing of customer experiences, both positive and negative, demonstrates a commitment to transparency and accountability.

While it may seem counterintuitive to showcase negative reviews, addressing concerns openly and honestly can actually enhance credibility.

It shows that the business is willing to acknowledge shortcomings and work towards continuous improvement.

This open communication builds trust with clients and ensures a strong customer satisfaction rating.

Showcasing Ethical Achievements Through Awards and Certifications

Awards and certifications can serve as powerful validation of a company's ethical commitment. Highlighting ethical achievements, such as industry awards or certifications from reputable organizations, can significantly enhance a business's ethical appeal.

These accolades provide tangible proof of a company's dedication to ethical practices and social responsibility.

When a business gains these credentials, the public recognizes their dedication to integrity.

Subsequently, the company's ethical reputation grows as well.

Connecting with Authenticity Through Storytelling

Storytelling is a powerful way to connect with audiences on an emotional level. Sharing authentic and resonant stories about the company's values, mission, and impact can humanize the brand and foster a sense of connection.

Stories can illustrate the company's commitment to ethical practices and inspire trust and loyalty.

When businesses share narratives, they create an emotional bond with their audience.

This human connection solidifies their brand image and showcases their mission.

Embodying Brand Values Through Brand Ambassadors

Brand ambassadors are individuals who embody the brand's values and promote its products or services. Partnering with individuals who are respected and admired for their integrity and ethical conduct can significantly enhance a brand's ethical appeal.

These ambassadors serve as credible voices, amplifying the brand's message and fostering trust among their followers.

Brand ambassadors personify the company's values, turning abstract concepts into tangible examples.

As a result, this strategy reinforces the brand's image and makes it more relatable.

Learning from Real-World Examples: Successes and Failures in Ethical Business

Examining real-world scenarios provides invaluable lessons for understanding the profound impact of ethical choices in business. By dissecting both triumphs and missteps, organizations can glean insights that guide their own ethical compass, fostering a culture of integrity and responsible conduct.

Success Stories: Models of Ethical Excellence

Profiling companies that have prioritized ethical practices offers a blueprint for success. These organizations demonstrate that doing good is not just a feel-good initiative but a strategic advantage that drives long-term value and fosters unwavering customer loyalty.

Patagonia: Environmental Stewardship and Transparency

Patagonia stands as a beacon of environmental responsibility. Their commitment to sustainable practices, from using recycled materials to advocating for environmental conservation, has resonated deeply with consumers.

The company's transparency in its supply chain and its willingness to repair and recycle its products further solidify its ethical standing.

This dedication has cultivated a fiercely loyal customer base that values the brand's authenticity and environmental stewardship.

Ben & Jerry's: Social Justice and Community Engagement

Ben & Jerry's has long been recognized for its commitment to social justice. The ice cream giant actively supports social causes, advocates for fair trade practices, and engages in community initiatives.

Their activism and advocacy are woven into their brand identity, attracting consumers who align with their values and appreciate their willingness to take a stand on important issues.

TOMS: One for One Model and Social Impact

TOMS popularized the "One for One" business model, donating a pair of shoes to a child in need for every pair purchased. While the model has evolved, the company's core mission remains focused on social impact.

This commitment to giving back has resonated with consumers seeking to make a positive difference through their purchasing decisions.

TOMS exemplifies how a business can integrate social responsibility into its fundamental operations.

Cautionary Tales: The Consequences of Unethical Conduct

Analyzing cases of companies that have engaged in unethical practices serves as a stark warning of the potential consequences. These examples highlight the devastating impact of prioritizing short-term gains over long-term ethical considerations.

Volkswagen (Dieselgate): Deception and Environmental Harm

The Volkswagen (Dieselgate) scandal is a prime example of the devastating consequences of unethical conduct. The company deliberately installed software to cheat emissions tests, deceiving regulators and consumers about the environmental impact of its vehicles.

The resulting scandal damaged Volkswagen's reputation, led to billions of dollars in fines, and eroded consumer trust.

Enron: Accounting Fraud and Corporate Collapse

Enron's collapse serves as a cautionary tale of the dangers of accounting fraud and unchecked greed. The company manipulated its financial statements to hide debt and inflate profits, creating a false image of financial health.

When the fraud was exposed, Enron's stock price plummeted, leading to bankruptcy and devastating losses for investors and employees.

Industry-Specific Insights: Navigating Ethical Challenges

Each industry faces its unique set of ethical challenges. Understanding these specific challenges and adopting industry-specific best practices is crucial for maintaining ethical standards.

The Tech Industry: Data Privacy and Algorithmic Bias

The tech industry faces growing concerns about data privacy, algorithmic bias, and the ethical implications of artificial intelligence. Companies must prioritize responsible data handling, transparent algorithms, and ethical AI development to build trust with users and avoid perpetuating harmful biases.

The Pharmaceutical Industry: Pricing and Access to Medicines

The pharmaceutical industry grapples with ethical dilemmas surrounding drug pricing, access to medicines, and the balance between profit and patient well-being. Companies must strive for fair pricing practices, prioritize research and development of essential medicines, and ensure equitable access to healthcare for all.

The Fashion Industry: Sustainability and Fair Labor Practices

The fashion industry faces scrutiny over its environmental impact and labor practices. Companies must embrace sustainable materials, promote fair wages and safe working conditions, and reduce waste to address ethical concerns and meet growing consumer demand for responsible fashion.

So, there you have it! Understanding what is ethical appeal, or ethos, is a game-changer for building solid relationships with your audience. It's not just about making a sale; it's about earning trust and respect, which, let's be honest, is priceless in the long run. Go forth and market ethically!