Every breath you take: adding ethics to the marketing mix

Brands that fail to face up to their ethical responsibilities are at growing risk of losing consumer trust in the socially aware world.

Every breath you take: adding ethics to the marketing mix

Douglas GimesyThe Framing Effect

In 1983, The Police released the Grammy award winning song Every Breath You Take, with the classic verse: Every breath you take/Every move you make/Every bond you break/Every step you take/I'll be watching you.

Nearly 30 years on, with the explosion of the internet and social media, these words couldn't be more true: online has created a massive double-edged sword for the marketer.

For organisations that understand today's ethical standards and try to 'do the right thing', this heightened transparency can rightly...

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