In the era of ‘fake news’, the trustworthiness of the media is being increasingly scrutinised. Thanks to online ‘call out’ culture, protecting your audience from upset isn’t just a moral obligation – it’s a practical one. Countless businesses have been damaged by tone-deaf, misleading, or intrusive marketing campaigns. Don’t make these same mistakes! Below we unpack the key values that underpin ethical content creation.
Social Awareness
In today’s media landscape, socially insensitive marketing gaffes can bring down a strong brand. Ensure your campaigns are socially aware: don’t fall out of touch with public debates, make sure your approach is sensitive and informed, ask yourself, ‘what message is this sending?’, consult experts and most importantly – make sure your creative team is diverse, so you get a range of perspectives on social issues.
Consent
Remember that time a U2 album randomly popped up on everybody’s iTunes and people were furious about it? People don’t like it when their personal space is invaded. That principle extends to email inboxes, phones, and other platforms for personal communication. Don’t directly send people unsolicited content. The Australian government has strict spam rules that apply to emails, texts and instant messages; advertising messages can only be sent with the permission of the recipient.
Honesty
Dishonesty can be costly. In 2011, consumers sued New Balance for making false claims about the brand’s truebalance toning sneaker. New Balance claimed the shoes increased muscle activation and calorie burning – a claim that didn’t stand up to research. New Balance ended up settling the case for a reported $2.3 million. Don’t make false claims – it’s not worth it!
Fairness
Fairness extends to the availability of items for marginalised groups. Lots of brands are taking steps in the right direction by making their products more widely available – clothing retailers are increasingly producing plus size ranges, for example. This inclusivity should extend to your content creation – it shows that your brand is tuned in to the needs of its consumers. It’s easy to make content accessible (and accessibility modifications such as captions, audio description and light sensitivity testing are all services offered by DOTF) – check out the AAA accessibility guidelines to find out how to make your content inclusive to all.
Emotional Integrity
If your content is geared to elicit a strong emotional response from an audience, make sure it’s on brand. Ensure the narrative is strong and believable. When brands present their products as solutions to intractable social problems – like racism, or the loss of a parent – they risk seeming shallow, or worse, manipulative. Create content with emotional integrity – and respect the emotional sensitivities of your audience.
Ethical content creation isn’t difficult – it just requires a little mindfulness, and a healthy dose of respect for consumers. Keep these five values at the core of your marketing strategy, and you’ll be sure to keep audiences onside.