As an ethical marketing freelancer who writes extensively about this topic, I wanted to create a guide to cover this topic all in one place. Being better at marketing is close to my heart, and I want to be part of the movement to improve the industry.

Our industry has a dirty image, and I can’t blame people’s perception of it in many ways. There are unscrupulous marketers out there who promise the world without delivering. There are those that use unethical tactics. They damage their client’s reputation and the wider industry. It’s time to change that.

In this guide, I have provided all my ethical marketing resources in one place. This includes the basics of honest marketing strategies and why ethical consumers matter. I then share ethical considerations you can learn about and work into your marketing efforts. We then dig in a little more detail with examples and advice for specific industries, from charities to ethical business.

Ethical Marketing Article – Table of Contents

If there is something you’d like to see me cover, get in touch. Or, if you need marketing consultancy, drop me a message to check my availability. I am part of The Ethical Move, a community of marketers who pledge to provide transparent, responsible and honest marketing. Check the blog out frequently for new articles; I post most weeks.

What is Ethical Marketing? The basics

So, first things first, what is ethical marketing? While this term is quite broad, you use ethics or principles to guide your marketing efforts. While the morality of one’s principles is subjective, ethical marketing generally relates to two key components: ethical business practices and marketing practices.

If your business is not an ethical company to start with, then marketing the terrible company will never be ethical. You must start on a solid basis of ethics for anything to follow. But, on the other side, even if your organisation is super ethical in its practices, you will not be performing quality marketing if you use underhand marketing tactics. For a more detailed overview of the subject, see the main article. It discusses definitions as well as marketing principles and ethical focuses.

Some people consider marketing to be inherently unethical, but there are plenty of examples of how advertising and marketing can be used for good. Whether that’s for the public good, to advertise better products and services for the environment, or to promote campaigns, marketing is simply a tool. Read more about the debate here.

What is Ethical Marketing - top view of desk with keyboard, i-pad, plant, glasses and coffee mug

Ethical Consumers

Businesses and organisations do marketing to attract consumers or users, but it only works when people need or desire your services. The rise of ethical consumerism in recent years has shown that a large and vital audience wants virtuous marketing and products that are good for people, the planet or a combination of both. Ethical consumers matter, and organisations that ignore this growing market will lose out. If you’re a consumer looking to improve your purchases, check out my article on How to be an ethical consumer in the online world today.

Marketing Strategy

If you’re an organisation looking to implement honest marketing strategies, use the guides in this section and the next to understand core ideas. Then look for examples and ideas to practice in the marketing for the ethical sector and business section.

Learn a principled marketing strategy and some marketing resolutions to enact in your business. If you are reading this on the approach to the holidays, learn what strategies you can implement for seasonal campaigns that don’t promote over-consumption.

Resources List – Ethical Marketing Overview

Ethical Marketing Considerations

For quality marketers, it’s their principles that drive top-notch work. They are looking to provide amazing content and campaigns for the organisations they work for that inform, educate or inspire the audience. It’s about getting that engagement without promoting harmful practices. It’s about getting that traffic without using clickbait headlines. And most importantly, it’s about getting results without hurting others or the planet.

If you read my article, What is ethical marketing? You’ll see some key areas that many organisations and marketers want to focus on, if not all. They include environmental concerns, animal rights, social issues and human/workers’ rights, legal adherence and ethical marketing as a principle in itself. See the below sections for more resources in each one.

Inclusivity, Diversity & Accessibility

Diversity, inclusivity, accessibility and equity have become increasingly important in both business practices and marketing campaigns. We should all do what we can to make this world better for everyone on the planet, regardless of their background, colour of their skin, gender, capabilities or sexuality. Here are some additional resources for this area of learning from my blog and others.

Allyship in Ads June 21 – Examples of poor and good allyship in adverts
Diversity in marketing Part 1: Diversity behind the scenes – How your business must support these aspects in its core practices
Diversity in marketing Part 2: Campaigns and ads – How inclusivity and diversity must be visible in campaigns.
How to write with inclusivity in mind – What to include and what to avoid in your content.
Accessible content and SEO – Web accessibility for all.
Ethical Move Resources – Extensive list of resources about diversity, inclusivity, accessibility

Button on keyboard that says greenwashing

Green Marketing and Green Washing

For many, protecting the planet is at the top of their priority list. Whether promoting better products and services, educating audiences on reducing their impact, or holding other organisations accountable, green marketing is as crucial now as ever.

Controversial Marketing Campaigns - Is it worth it?

Unusual, Legal & Controversial Marketing

Ethical marketing isn’t just about the significant impact stuff. This principled marketing can be a quiet effort to make campaigns inclusive, legal and engaging without being off-putting. Here are some more unusual marketing aspects and legal considerations for your next content piece.

Marketing for the ethical sector and business

If you’d like some marketing tips in your specific industry or organisation style, check out my list of resources in this section. Ethical marketing isn’t just for charities and non-profits; it’s a tool that any business can use to improve its growth without compromising on its principles.

how social enterprises can grow with SEO

Charities, non-profits and social enterprises should utilise the same tools as any other businesses to promote their services. Those organisations that are helping the world need to use campaigns, social, SEO and web development

How to make your Marketing More Eco-Friendly

Marketing Resources for ethical and eco businesses

if you’re a business that wants to practice principled marketing, here are some resources for sticking to your principles.

How to make your marketing more eco friendly
How to market boring products
Marketing ideas for vegan businesses.
Black Hat SEO – unethical SEO to avoid.

Green and Good Marketing Campaign Examples

Here are some excellent examples of honest marketing campaigns done right.

Why I’m an Ethical freelance SEO specialist

Marketing with Middleton Marketing

I provide marketing consultancy and implementation if you want to discuss marketing services without compromising your principles. You can read more about what makes me an ethical freelance SEO specialist and the work I do to improve my skills. Check out my services here and my portfolio for examples of my work.