The not so simple but definitely important lessons.

The theory of social responsibility is built on a complicated system of ethics, simply put; learning what is right or wrong, and then doing the right thing. However, the literature and guidance around ‘doing the right thing’ isn’t often directed at marketers and managers, those with the power of consumable influence. The resources to decide and implement comprehensive ethical management systems in the workplace are complex, much like the topic.

What becomes an ethical guideline today is often translated to a law, regulation or rule tomorrow, however these differ from what we call ‘Moral Principles’; how we ought to behave e.g. values such as respect, honesty, fairness, responsibility, etc.

We’ve come to the agreeance that the below rules, not in any hierarchy, are the textbook balance between regulation and education. These are the biggest lessons we have learnt; we hope you agree.

Ethical businesses are not a ‘simple solution’. Managing ethics is hard work and definitely process orientated. In a world where we are focused on tangible deliverables with measurements, intangible practices like values and morals, are often overlooked by impatience. We have found that the measurement metrics for ethical practices come down to Ethics programs deliverables such as ‘codes of ethics’, policies and procedures, budget items, meeting minutes, authorisation forms, newsletters, etc. However, the most important aspect from an ethics management program is the process of reflection and dialogue that produces these deliverables.

The bottom line is accomplishing preferred behaviours. Training your team to believe and act in accordance to your preferred values are hard. You need patience and deep justification, but it’s worth it. As a marketing coordinator and a voice for consumption, it is important that time is taken to ensure significant actions and decisions are carefully contemplated and explained.

The best way to handle ethical dilemmas is to avoid their occurrence in the first place. Sensitise your employees to ethical considerations and minimize the chances of unethical behaviour by ensuring clear codes of ethics and conduct.

D O Y O U R R E S E A R C H. The more valid and reliable your market research is, the more ethical it becomes.

Make your ethical decisions in groups, and as public as possible. The more the merrier they say. This, in many cases, increases the credibility of the decision-making process and outcome by reducing suspicion of unfair bias.

Forgive. When placing an ethical code of conduct and practice within your business environment, it may trigger the recognition of previous unethical behaviour. Help people to recognise their behaviour, talk through their decisions, listen, understand and then support them to ensure they choose the highest ethical decision in the future.

Trying and making mistakes is better than not trying at all. That’s it, that’s the advice. Not everyone is perfect.

Understand the rules of the game. From data protection to copyright law, ecommerce sales to advertising regulations, digital marketing and communications are highly regulated. This means that marketing should continue to work in unison with sales to create an ethical environment, where the degree of miscommunication can be minimized easily through simple and clear regulation.

Always say the truth, and if you can’t share the truth, say less. We are all leaders, and as leaders and influencers, our words are interpreted and analysed often. If you are in a position of decision making and complexity, say less and ALWAYS speak the truth.

We strongly believe that all individuals have the power to influence and educate, to act responsibly and ethically and to positively guide the way to a more ethically focused future. Do your bit, be the change.

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“To have a great business you have to have a healthy bottom line but you could do more for the community, your employees and the environment around you”

- Dean Jones (Glam Corner)