Our guest editor, Ms Chrissy Jones, discusses in this new post the role of ethical responsibility in marketing products.
The role of ethical responsibility in marketing products has been a factor for a long time, but research shows just how persuasive it can be. A study published in the Journal of Consumer Psychology concluded that ethically made products garner ‘enhanced’ attitudes. Essentially, consumers are discerning, and before spending hard-earned cash they will form an opinion on the host company based on their behavior. For Cypriots, this effect is even stronger; a 2013 study by Cypriot academic Leonidas Leonidou linked together islander’s strong preference for ethical goods.
A key focus of ethical marketing concerns children. International food, drink and toy brands have targeted parents for advertisements and come under a fire as a result. With the government moving towards healthy eating, a clear demonstration of the importance society places on children being treated well, tailoring your marketing towards child-focused marketing towards an ethical standpoint is important.
Clothing offers a peek into marketing practice
Clothing is big business in Cyprus. As CIA statistics outline, services account for 81% of Cyprus’ GDP, of which the ‘big 4’ of shopping, tourism, real estate and finance dominate. Within shopping, clothes forms one of the largest sectors, according to CIMA statistics. With the focus placed on child’s welfare, how can marketing take the front foot? One key indicator of a company’s moral values is through pursuing a positive image with concern to the supply chain of clothing.
Next, one of Cyprus’ largest retailers, have co opted the Ethical Trading Standard, guaranteeing a level of support for children in developing countries and ensuring that, for example, child labor is not deployed in manufacturing. This tells marketers that pushing a product in an ethical manner is about the entire process, not just the end product and its consumer. Marketing children’s clothes as responsible for children everywhere is a key way marketers can get ahead.
Promoting all children via products
Consumers view products that have strong ethical standpoints as valuable. While international viewpoints are important, when children are the primary consideration then ethical produce will be considered positively. This is especially pertinent in Cyprus; the EU’s Cyprus Food Basket study outlines how up to 80% of Cypriot food budgets are taken by healthy eating and associated equipment. What’s more, a study popularised by Food Marketing in the US found that junk food advertising created negative responses in consumers, as it undermined parents.
This demonstrates that an ethical food product is already on the first step to being marketable to children. Businesses should focus on the nutritional aspect of the food and how it can support development. Campaigns for formula milk such as Aptamil have gained significant ground in this regard.
Children form one of the largest and most influential markets in Cyprus and the world. Research shows that effectively marketing their products requires an ethical edge to get ahead, as does demonstrating your products are made in an ethical nature. Taking the hint from clothes and food produce, you can boost your marketing activity today.