Trends in e thic al marke t ing

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TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
And the stakes couldn’t be higher. Examples are already 
plentiful when it comes to personalization and marketing 
efforts gone awry — highlighting how quickly a small mistake 
can be amplified with today’s technology. Some recent 
headlines include:
"Streaming platforms accused of targeting 
customers based on race."
"Data access issues where shopping data 
are being used to piece together which 
customers might be pregnant."
With so much on the line, and so much to gain, 
threading the needle between powerful personalization 
and commitments to consumer privacy relies on responsible 
marketing. For companies, that means building responsibility 
into the process. Rather than adjusting a single person’s 
mindset or a team’s goals, responsible marketing creates 
institutional weight that nudges decision-makers toward 
responsibility over risk, and long-term value over the 
most obvious option.
And the ultimate goal is 
to do two things at once:
Ensure trust and safety while 
balancing the need to stay ahead 
of the curve by avoiding pitfalls that 
slow down marketing pushes and 
require time-consuming backtracks 
to address. 
When companies have a reliable 
approach to safeguarding consumer 
data that’s integrated into their everyday 
marketing practices, they can stay on 
top of the latest trends — even with 
tech moving quickly.
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