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Can Marketing Be Ethical?Prof. Francesco Massara

Università IULM

On. Dott.ssa Rossella Muroni

Member of Parliament

Vice-President Parliamentary

Commision for Environment

Dott. Massimiliano Volpini

Choreographer

Dott. Paolo D’ammassa

CEO Connexia

Consumers and ethical issues

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One Three

65%

One Four

26%

Eco-buying

intent ions

Actual eco-fr iendly

purchases

Consumers are sensitive to

environmental issues.

A research on US consumers show contrasting

evidences concerning attitudes and intentions of

consumers.

65%Of consumers say they want to buy

brands that advocate environmental

sustaibability

26%Actually do so, and are personally willing

to change their lifestyle to improve the

environment.

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Consumers areexpected to changeand ask for a change

In the near future,

consumers will want what

is best for themselves, but

not at the cost of others

(Alan Fairnington 2010)

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Consumers areexpected to changeand ask for a change (?)

In the near future,

consumers will want what

is best for themselves, but

not at the cost of others

(Alan Fairnington 2010)

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Consumers areexpected to changeand ask for a change (?)

In the near future,

consumers will want what

is best for themselves, but

not at the cost of others

(Alan Fairnington 2010)

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Consumers’ unethical behaviorConsumers engage in

unethical practices too

• Make fraudolent return of

merchandise

• Provide inaccurate information on

credit applications

• Buy counterfeit products

• Make use of pirated music, movie,

software from the Internet

• Submit phony insurance claims

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Why consumers claim they wish to protect the environment but

then behave egoistically or unethically?

I claim the answer lies in

MARKETERS understanding

of consumer behavior as

intrinsically selfish, and in the

way in which marketing works

to build boundaries, divisions,

and exclusiveness rather than

boundless union and

inclusiveness.

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We are borninto a body from which wefeel primitive sensations and we know almostanything of what is aroundus

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As we growup we learna language, we interactand compare with the others

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Our identity forms and is shaped within the culture in which we l ive

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Very early in the course of our lives we become cognizant of the world that is around us

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But whathappened to our mind as we have been growing up?

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When ourmind was«pure» ourneuronswereseparatedand no connections among themexisted at all

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Growing up wehave been building connections, as if we werebuilding a system of roads for communication within ourbrain

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That « system of roads » isnothing but a system of meanings… i t isthe knowledgethrough whichwe constructour frame for intepreting and making senseof reality

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What doesthat mean?

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A road means thatyou can go faster thanbefore…

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Howeveronce we go faster, westick to the ordinarytrackignoringpossible alternative pathways…

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The real i ty , as we perceive i t , is the

resul t of our ident i ty which has been formed wi th in a

cul ture, wi th in the l imi ts of our bodies

and minds.

The nested “spheres” of

physiology, identity and culture

form the schema through which we

interpret and understand what is

around us.

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“I want you

To be

Left behind those

empty walls…”

Serj Tankian

Marketing

Response

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Ethicalimplications

Consumers minds are biased, and a

biased mind which sets the basis for a

divisive view of consumption, where we

understand the me vs. you, we compare,

exclude and compete one vs the other.

Consumers confuse their longing for

infinite expansion and growth (what should

be a spiritual process) with materialism

(i.e., more is better), transforming such

tendency in compulsive spending and

habits.

Consumers are chronically uncertain

(because we do not know what we want).

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Exploits consumers’ biased and partial

perception of their reality.

Encourages the worshipping of the self and

one’s individuality.

Nurtures comparison, exclusiveness,

competition respect to the others.

Contributes to build boundaries and

“psychological walls” into consumers’ minds.

Exploits consumers’ state of uncertainty and

compulsiveness.

Blaming marketing inaction

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Blaming marketing inaction

Where are we going to?

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From Ego-centrism to Eco-centrism

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From exclusivity to inclusivity

Brand

Consumers

Brand

ConsumersEnvorinment

(Society)

Dyadic

relationships

Triadic

relationships

26Self-centred identity

Other-centered identities

Drop the me vs. others

Do you think that you will

endorse smaller

collections and tighter

shows?

Giorgio Armani: Yes, I

do. There is definitely too

much offer versus real

need.

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Is there a formula for ethical marketing?

Three pillars of ethical marketing:

1) Moving from egocentrism to eco-

centrism (ex. Patagonia)

2) Moving from an exclusive communication

(dialogue consumers-brand) to inclusive

communication (trialogue consumers-

brand-environment/society) (ex.

Jovanotti)

3) Drop the me vs. others and fly above the

Maslow’s highest level need (ex. Armani)