5
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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