Can Marketing Be Ethical? - IULM
Transcript of Can Marketing Be Ethical? - IULM
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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
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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)