We’ve all recently heard about the plastic bag ban enforced by supermarkets to remove the amount of plastics ending in our tips. The response by the supermarkets, and other retailers is after years of feedback from consumers and, of course, enforcement by state government to ban non re-usable plastic bags.
This ethical standing by the supermarkets was well received by most (and criticised by many who kept forgetting their bags and then spending another 99 cents on yet another one that you vow will remain in the car), however when it comes to ethics within business, including marketing, should it be all or nothing? Which ethics are right? Which are wrong? It’s actually a really challenging question.
Following the plastic bag ban, Coles ended up back in the news once again but this time, it was once again not in support of the supermarket chains efforts.
As reported by many media outlets (here’s one for you to read https://www.smh.com.au/business/companies/coles-attacked-over-plastic-toy-giveaways-after-plastic-bag-ban-20180720-p4zsmc.html), Coles was under fire for promoting free plastic toys as part of their most recent marketing promotion. These “collectibles” as they were being positioned, were something that all little kids would pester Mum or dad for after the weekly shop, just so that they can go home and spend hours using their little imaginations to play shop. These types of marketing promotions are a great way to get the consumers through the door, choosing Coles over their peers and to increase the average basket per transaction.
So what is so wrong with this and why was Coles targeted so strongly.
Well, timing could not have been worse for this campaign. As an organisation, you’ve stood up there and made a stand for the environment, which came as an inconvenience to many, and in the next breath you’re promoting non-recyclable, plastic toys if you shop with us. Great for the kids now, but not when they get to landfill!
But with all this, whose ethics are right? Should it be a majority rules situation.
Recently I’ve encountered such a debate, which is what has led me to really consider ethics in marketing (and finally finish this blog). I, like many marketers, believe I’m ethical. I make sure I check all the legal requirements, offer restrictions, dates and exclusions are all clear, that the message is right for the audience, no rights have been breached (the list continues). If I second guess something, then a consumer would however, is it my ethics, or those of my neighbour that are actually right.
The recent challenge I’ve encountered is within an educational institute with relation to using live animals to help teach children. The animals are not hurt, they are well cared for and, in comparison to some of their less fortunate cousins, have a chance to be re-homed in a loving family environment as a pet. Looking at this, I never questioned the ethics of the program. I felt the learnings and the professionalism of the program would ensure the children and animals would receive a fabulous experience that they could reflect on in years to come.
Well, looking back, I was probably a bit naive to look at things so simply. As I’m involved with the educational group I then felt the affects of an ethical debate, in its most emotional state. My ethics versus those of others were polar opposites. The debate that then began was not one that I expected, nor was I necessarily prepared for. Emotions were felt from both sides and the challenge just kept coming from different angles. Trying to stay within a neutral ground, and trying to maintain a clear focus that everyone involved had a right to an opinion, a vote was then cast to ensure that all involved had the chance to have a say. Once the vote was done their was a clear leader so the decision was made and matter closed, or so I thought. Unfortunately when emotions are attached to such things, matters are not so easily closed and democracy does not always resolve. Challenges were then thrown that the vote was unethical, that it’s not fair because not enough of the minority group were involved (only the members within the community were provided an option to vote), there wasn’t enough time to educate. It was a whirlwind. But whose opinion or beliefs were right.
My challenge was, I wasn’t actually sure. My heart was not connected to either and I didn’t feel strongly enough to allow me to make a decision (right or wrong, I’m not sure). I did, however, feel that providing a vote was a professional and fair way to involve the whole community and let them speak about what they wanted.
So, how does this play out in business? I’m sure decisions do take time to be made but, as in the Coles instance, was there enough of an assessment done, understanding the current consumer feelings towards plastic, before a feel-good marketing campaign was planned and executed?
Having worked in a number of large organisations, no decisions are made lightly. Everything is well planned, executed and timed to ensure the most effective outcome for the business (most commonly the preferred outcome) but is a proper assessment done to ensure that ethics are really part of the decision making process and, how are those ethics determined?
Corporate social responsibility has become a very common feature in corporations which, you hope, will ensure that all practices are well monitored but it’s potentially the innocent mistakes that sometimes cause the most noise. What the Coles situation is possibly more evidence of is the old left hand not talking to the right. Taking into consideration the planning and manufacturing lead times of such a campaign (including permissions to use third party brands) this campaign was most likely planned and added to the marketing calendar 12 months ago, approved and simply executed. Should someone have reviewed before it went live – probably. Would this have stopped the campaign going ahead – probably not, maybe just rescheduled. Has Coles done anything unethical in what they’ve done? Based on their communication to customers on why they are removing plastic bags and their firm stand on that, it’s more that they’ve actually failed the consumer. If you’re going to be prepared to make such a strong stand across your entire business, you need to ensure that the entire business is in support of it and that through the entire chain, internally and externally, everyone is assessing and viewing what they do based on the new ethics that the business has introduced.
What I’ve learnt from all of this is, once you make an ethical stand point, whether everyone believes in it, you must stand by it. You must live and breath it otherwise it just becomes yet another business saying something to win customers. You create your business ethics, you must follow them. Don’t simply take an action and follow a stand on one thing whilst it is brutalised elsewhere.
Your ethics, your neighbours ethics, we all have different beliefs. Simply acknowledge, accept and support your beliefs and uphold them whenever and wherever you can. Be prepared to fight for them too, but also be accepting of the opinion of others. We live in a diverse society which is what makes every day new and interesting.
Thanks for reading.
Good Luck!
The Marketing Elf
©July 2018
The Marketing Elf 