Marketing Ethics in the Era of Openness
The globalization of human behavior & increasing channels people can voice opinions is forcing transparency & openness to its peak. In a world where there’s no place to hide, how do organizations transcend the complexities of a global workplace and reach the connected consumer? There’s no easy answer, but an increasing orientation toward ethics and values-based decision making is enabling organizations to commit to a level of openness that employees & consumers have been hoping for. For marketers, globalization presents a number of challenges and opportunities. A more connected, interdependent world means more opportunity to reach stakeholders, affect decisions, create change and build relationships. It also puts more power in the hands of the consumer. We’ll examine the increased scrutiny on ethics/values in the marketing industry and the role marketers play to ensure brands behave ethically, openly and transparently.
Additional Supporting Materials
- Transparency and openness can be keys to success when it comes to an organization and the relationship it forms with their consumers. Where do you draw the line and what does that line look like?
- How does an organization define ethics and values today?
- How do you enforce these ethics and values within your company and ensure they’re reflected in every interaction?
- Does giving the consumer more power positively affect your company’s bottom line?
- What challenges and opportunities does globalization present for marketing professionals?
- Burghardt Tenderich University of Southern California’s Annenberg School for Communication
- Rowan Benecke Text100 Global Communications
- Jodi Olson Google Ventures
- Steve DelBianco NetChoice
Ali Smolens Text100 Global Communications
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