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While ethical advertising is not a new concept, it is now a focus in the world of advertising and has rightfully become the focus of brand campaigns. Ethical advertising prioritizes fairness and equity in both messaging and the consumer experience.
When brands are creating their future strategies, it can be easy to overlook ethical advertising while balancing KPIs and results, but to build trust with consumers, they need to make sure it’s front and center.
As we face instability around the world and there is more uncertainty when it comes to spending; brands need to make sure they build loyalty with their customers. Consumers look for brands that act with purpose; in fact, 88% of consumers say authenticity is important when deciding which brands to like and which to support.
This is especially true in the face of change and uncertainty, where they look for ‘comfort options’. Marketers have a key role to play here, as they can build trust and business value through purpose-driven marketing that ensures consumer loyalty.
This need to build loyalty has only been exacerbated by privacy concerns. With the proliferation of new technologies and important issues surrounding the use of consumer data, ethics in online advertising is becoming essential to regain lost trust.
As privacy expectations rise, consumers take charge of their data; this means that data transparency must be a high priority for brands. Tech companies that provide ethical and transparent platforms are the solution here.
By partnering with a transparent end-to-end platform, brands will be able to address consumers’ needs for authenticity and honesty. In addition to protecting user data and educating consumers about how their data is used, these platforms also ensure that high-quality ads are delivered in a premium environment.
High-quality editors are king
While brands are looking to create more ethical ads, a second part of this is supporting quality journalism to sustain the industry and promote the right environment. Advertisers know they need to frame their ads alongside premium content to earn consumer trust and ensure spend doesn’t end up on the wrong posts.
By working with publishers and an overall supply chain that provides transparency and delivers quality to consumers, advertisers can directly fund trusted content. In turn, by positioning their ads alongside quality content and using the trust already earned there, brands will be able to earn the trust and loyalty of consumers.
transparency is key
In addition to quality journalism, brands need to make sure that their consumers feel that they are being transparent and honest about their intentions. It’s important for a brand to establish their core values and stick to them, whether it’s around sustainability, the way they process data, or another area of the business; it needs to feel authentic.
For example, if a brand claims it cares about the environment, its CEO shouldn’t fly to multiple locations on a private plane each week. As a brand, you need to make sure that you live and breathe your values in order to feel genuine with your customers.
Ethical advertising, transparency and privacy are intertwined. As consumers become more aware of how their data is used and interacted with, ethical advertising is essential in a privacy-first world.
It is important for brands to remember that trust is earned in drops and lost in buckets. The risk of not paying attention and doing ethical advertising is real. If you don’t feel authentic with your customers, they will have no worries looking for another brand that better aligns with their values.
It’s important to make sure you’re staying true to your brand’s purpose. By building a relationship with your customers, staying consistent, and prioritizing an ethical approach, you’ll gain long-term value and loyalty from them.
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