In this video, learn how to use ethical practices in cause marketing and CSR.
- Cause marketing is a great way to give back … to your community and be a good corporate citizen, … but you have to do it for the right reasons. … Let me give you an example. … Yoplait was one of many companies … that participated in Breast Cancer Awareness Month. … In 2011, they pinked their yogurt … to support breast cancer awareness, … but their product, which contained milk, … raised alarm bells. … The milk coming from cows that were given … a bovine growth hormone was linked to breast cancer. … This didn't go over well with the public … who reacted negatively. … After pressure from Breast Cancer Action, … Yoplait changed its practices, … and Dannon followed suit shortly afterward. … When your brand can't align … with a partner, ingredient, or product … because it doesn't support the intended cause, … it looks disingenuous. … However, there are lesser well-known red flags … when it comes to cause marketing ethics. … Here are four scenarios to keep on your radar, … including partner misalignment, transactional promotion, …
- Examine the connection between leadership accountability and ethical practices.
- List three unethical behaviors that have a negative impact on marketing.
- Explain why marketing ethics training should not be a stand-alone program.
- Recognize the negative impact of using the word “testing” when assessing the effectiveness of an ethics training program.
- Review the importance of being open and transparent with clients.