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Ethical Marketing From the Eyes of Ethical Marketers (part 2)
By Kimberly Bock | June 20, 2008
This is the 2nd of the “Ethical Marketing From the Eyes of Ethical Marketers” series.
Ethical marketing has varied opinion and reasoning, but seems to carry the overall theme that sees the ‘big picture’ as opposed to the ‘here and now’ that is so rampant in our marketing world.
The ‘big picture’ meaning each of our decisions, whether seemingly large or small scale, plays a role in other factors of our existence…not just the virtual one.
This is explained much more clearly by Chris Baskind in the following Q&A:
1. Who are you?
I’m Chris Baskind, Publisher at Vida Verde Media — a Green lifestyle media company. You can find out a bit more about me on my blog Chris Baskind dot com or by following me on FriendFeed.
2. What do you do?
I spend most of my day writing about Environmental topics. I’m the main editor of EcoTech Daily, our new site about Green technology. And I’ve been spending a lot of time recently preparing the relaunch of Lighter Footstep, which is a step-by-step guide to lighter, greener living.
3. In your opinion, what is ethical marketing?
To me, ethical marketing begins when you stop viewing a purchase as a single transaction. Ethical marketing recognizes that a consumer purchase is actually a process which begins with the raw materials of whatever will eventually be sold; continues through its various stages of manufacturing, transportation, and sale; and ends with the recycling or safe disposal of the product at the end of its useful life.
In a global economy, this chain of events can be quite complex. To be considered ethical marketing, each link must be environmentally and socially sustainable.
Take the case of an MP3 player, for example. You go to some big box discount retailer, and it has a price of, say, $79.00. But the price tag may not reflect is actual cost. It’s a subsidized price — subsidized by taking enormous liberties in environmental and labor practices along the product’s production chain.
Ethical marketing insists that forests and mountains aren’t stripped for raw materials, and that the people involved in the various stages of production are fairly compensated, have reasonable access to health care, and aren’t subjected to exploitive, unsafe, or coercive working conditions.
4. In your opinion, does unethical marketing affect us negatively? if so, how?
Certainly. Apart from the fact that participating in unethical marketing makes us party to a whole spectrum of injustices, we will eventually suffer, too. It’s a bit like karma: the consequences of unethical marketing may manifest themselves in subtle or unexpected ways, but the laws of cause and effect are inescapable.
We live on a small planet. Unsustainable practices eventually effect everyone.
5. How important is ethical marketing to you?
It’s key. We’ve been writing checks against our posterity since the Industrial Revolution. This process
accelerated through the last half of the 20th century. You can see its effects in the unprecedented concentration of personal wealth, in lasting environmental damage, and in the striking disparity of economic and social conditions between the northern and southern hemispheres.
None of these things are good for people or trade. Commerce requires stability, so addressing these issues is essential to smart business. It’s also essential to our survival.
It took a long time to get ourselves into this state, and we won’t turn it around overnight. But we can’t start quickly enough.
-C.B.
If you want to find Chris elsewhere, his other hot spots include:
FriendFeed Environment Room
Digg
Flickr
ma.gnolia
Reddit
del.icio.us
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Topics: Ethical Marketing |
June 20th, 2008 at 3:43 am
We try very hard to play by the book. It isn’t easy sometimes but we like sleeping well.
June 23rd, 2008 at 10:58 am
Ethical marketing is good. Eco friendly! Support this article!
June 24th, 2008 at 2:34 pm
[...] Ethical Marketing From the Eyes of Ethical Marketers (part 2) [...]