The ethics of marketing

Marketing has ethics? Who knew?

This video sparked an internal conversation here by the shore.



As a marketer I have a responsibility to sell my clients' products. I also have a responsibility as a member of a society to do that within all the laws and accepted mores of that society.

I have worked for Pepsi, developing and positioning new products that meet consumer desires and help the company increase their sales. Some of the products have been sugary. Others have been healthy.

Enjoying the occasional soft drink won't kill you. Drinking three or four a day is probably not a good idea.

But as a marketer, how much of the responsibility do I bear for those who choose to use a product in an unhealthy, unsafe or irresponsible manner?

My personal opinion. Very little.

As a marketer it's my job to develop and sell a safe, enjoyable, reliable product: be it cars, soda, beer, gaming, cheese, health care, sporting goods, whatever.

As a consumer it's your job to educate yourself about the proper use of the product.

I'm not going to hide anything from you. I'm not going to use unethical tactics to encourage the improper or over use of any of my clients' products.

Groups like the Center for Science in the Public Interest have the right to provide people with all the information they feel is necessary to make smart choices about the products they consume.

That's the way the system works.

So good for CSPI for developing a campaign that they think will help people live healthier lives.

As for me, I'll keep working to sell whatever my clients need me to.

Except tobacco.