Responsible marketing is a deliberate strategy framework where a brand/company takes into account the environmental, social and wider impacts of its promotions, advertising, company operations through the physical product/service delivery.
There isn’t a widely accepted single definition. But, according to the World Federation of Advertisers, 87% of larger businesses say having a framework is essential, but under half suggest it directly links to their ESG goals. The same study found that 83% do cover marketing and its impact on children, and 75% have dedicated wording about influencer marketing. WFA’s report >> These were just larger businesses with formal marketing departments.
RMFs serve as a guide for businesses, ensuring that their marketing strategies align with ethical standards, societal norms, and regulatory requirements. They help companies maintain their brand image, enhance customer trust, and avoid legal complications. However, the WFA's report highlights that many businesses are yet to develop comprehensive RMFs that address all critical aspects of responsible marketing.
A Responsible Marketing Framework is a set of guidelines and principles that help businesses ensure their marketing practices are ethical, transparent, and sustainable. It's like a roadmap for navigating the increasingly complex landscape of consumer expectations and societal concerns.
Here's a breakdown of the key aspects of a Responsible Marketing Framework:
While there is no one-size-fits-all Responsible Marketing Framework, there are publicly published examples that can provide a good starting point for businesses looking to develop their own approach. By implementing these principles, businesses can ensure their marketing is not only effective, but also responsible and ethical.
A RMF can tie up with the mission and core values of a company, and can shape employee and supplier thinking.
Being a framework should allow, if maintained with tactical executions and the latest laws, guidance and societal opinions
Influencer marketing has become a powerful tool for brands to reach their target audience in a more authentic and engaging way. However, this marketing method also poses unique challenges and ethical considerations. Therefore, it is vital for businesses to include specific guidelines on influencer marketing in their RMFs. This includes criteria for selecting influencers, payment structures, expected work, and how influencers should align with the company's values and ethics. And can importantly cover what would breach their guidelines and allow termination and disavowing.
The importance of having a comprehensive and well-thought-out RMF cannot be overstated. It serves as a compass for businesses, guiding their marketing practices in a responsible and ethical manner. Advertising, and specifically influencer marketing, should be a key focus in these frameworks. By detailing how to select influencers, defining payment and work expectations, and outlining how collaborations should align with the company's values and ethics, businesses can ensure responsible and effective marketing practices.
So, if your company doesn’t yet have a RMF, or if your existing one doesn’t cover these aspects, it’s time to take action. After all, responsible marketing is not just good ethics, it’s good business.