Let’s be real… Brands don’t get to sit on the sidelines anymore. Whether it’s climate change, social justice, or public safety, consumers are asking: Where do you stand?
It’s not just about selling a product or creating the perfect campaign anymore. It’s about showing up in the real world, with real values. And if you fumble the message? People notice. Fast.
For marketers, this creates a whole new challenge. You have to move quickly, but you also have to be thoughtful. You want to be relevant, but not opportunistic. You’re expected to speak up, but not center yourself in someone else’s story.
That’s a tightrope walk if there ever was one.
So, how do you get it right, then? Ethical marketing isn’t a PR move. It’s knowing how to play the long game. One rooted in trust, consistency, and truth. And that starts with knowing the difference between performance and principle.
When Brands Take the Wrong Tone
In the race to stay relevant, it’s easy for brands to trip over their timelines. The internet moves fast – and sometimes, marketing teams move faster than good judgment.
We’ve all seen it: a well-intentioned campaign lands with a thud because it feels forced, disconnected, or just plain tone-deaf.
Take Pepsi’s infamous 2017 ad with Kendall Jenner. It tried to hitch itself to the momentum of social justice movements but ended up flattening real struggles into a soda commercial. The backlash was swift and brutal, and the ad was pulled within 24 hours.
Then there was Peloton’s 2019 holiday ad. A husband gifts his already-thin wife a stationary bike, and what followed felt like a Black Mirror episode. Critics called it sexist, robotic, and weirdly dystopian. Peloton lost about $1.5 billion in market value in just a few days.
These weren’t just cringeworthy moments. They were moments that broke the trust. When brands try to capitalize on cultural tension without actually understanding it, the result is performative at best. Damaging at worst.
Real impact doesn’t come from jumping into the conversation. It comes from knowing when you actually belong in it.
Why Ethics in Marketing Is No Longer Optional
Consumers today aren’t simply buying products, they’re buying what a brand stands for. What’s more, they want it to align with what they themselves stand for. And Gen Z, well, they’re not playing around. Edelman’s 2023 Trust Barometer shows that this group is rewriting the rules of commerce with their values-first mindset.
They want authenticity, consistency, and they’re quick to call out hypocrisy.
In high-stakes situations, it’s brands that have already built a foundation of trust that stand out. Patagonia, for example, declared it would donate all of its Black Friday sales to environmental causes. It wasn’t just a one-off marketing stunt, but a move that deeply aligned with their long-standing commitment to sustainability.
Or there’s Ben & Jerry’s, whose activism around social justice issues – from supporting the Black Lives Matter movement to advocating for climate action- has become a core part of their brand identity. When things get heated, these types of brands don’t shy away from hot topics, they double down.
That’s because they’ve already laid the groundwork for customer loyalty. People trust them not because they’re perfect, but because they’re consistent. Not just hopping onto whatever trend.
Balancing Transparency with Strategy
Authenticity is everything. There’s no place for brands pretending to care just because it’s trendy. Audiences can sniff that out from a mile away, and they’re quick to turn their backs if they think you’re jumping on the bandwagon.
But here’s the thing: sometimes, marketing teams have to deal with much more than just a viral hashtag or cancel culture. They may be forced to confront a situation that demands not just strategic messaging, but a complete reset of the public narrative.
For instance, even when no verdict has been reached, the mere mention of an Uber sexual assault lawyer in the headlines can reshape public perception. In the case of Uber, it can force the brand to adopt a more defensive communication strategy.
According to TorHoerman Law, thousands of lawsuits have been filed against the rideshare company in light of sexual assault and misconduct by its drivers. Now, marketers need to address concerns while walking the fine line between transparency and protecting Uber’s reputation.
Navigating complex issues like this requires careful planning. You have to show empathy, offer transparency, and avoid exploiting the situation for any long-term gain. If handled incorrectly, a brand risks becoming part of the problem instead of the solution.
At the end of the day, ethical marketing has become a brand’s cost of entry. In high-stakes moments, when public scrutiny is intense and emotions run high, the brands that earn trust are the ones that have already been walking the walk.
You can’t fake values in a crisis. So, if you want your brand’s message to land when it matters most, start building that trust long before the spotlight hits.