Last week’s announcement from Unilever that it intends to stop marketing its sugary foods and beverages to children, is being digested by the advertising sector.
The move underscored a shift towards much more ethical practice in the marketing world in the wake of the global pandemic.
Below, Rhys Cater, Managing Director at Precis Digital London, shares his view of Unilever’s decision, how consumers want more of it and why others show follow in adopting similar stances…
We’ve seen that marketing ethics is a top priority for a growing number of companies.
It’s about making marketing a positive, fair, and inclusive experience, treating data with integrity, and acting transparently.
It’s great to see Unilever adapting its principles and taking action towards these goals.
With an increased focus on transparency and business ethics in the public debate over the last few years, especially in the digital sphere, the landscape of the marketing industry has changed dramatically.
Consumers care about the role of marketing and data in their lives, and are quick to act if they believe that either one is used inappropriately.
While short-termism in marketing reigns supreme, and black-box algorithms offer less transparency than ever, marketers are struggling to adapt their strategies to meet the new expectations placed on them.
There is a way to go for brands to become more ethical when it comes to marketing, many more debates to be had, and each company has its own challenges to surmount.
We hope that others will follow the example set by Unilever in setting out clear steps and enacting positive change in ways that are adapted to their company and customers.”