We are making The Ethical Move

Here at THAT Branding Company, we have been aware of and avoided unethical and manipulative marketing practices since day one but we recently found The Ethical Move (an organisation that allows companies like us to sign the pledge to move towards responsible marketing and away from unethical practices) and that is where we received this badge.

The Ethical Move Badge

Who are The Ethical Move?

The Ethical Move aims to break the cycle of manipulative marketing and selling techniques and create a community to connect like-minded business owners who want to do the same. Their platform allows us to make conversation, challenge assumptions and learn how other businesses are implementing their ethical marketing strategies. 

You may not be aware of many unethical marketing techniques companies use, but they’re essential to spot as both a business owner and a consumer. Let’s look at some of the marketing practices we have pledged to avoid with The Ethical Move.

What are we pledging against?

Charm Pricing 

Charm pricing is a strategy that makes products look a lot cheaper than they are. For example, pricing an item at £19.99 rather than £20 bypasses the conscious choice of the consumer and makes them believe the product is significantly cheaper. This tactic does not benefit the consumer at all, it is simply a tactic to make more sales.

We pledge only to use round numbers in our pricing and make the price completely clear by showing currency and any possible tax or add-on.

Countdowns 

Counting down the minutes until a sale ends or counting down the units till a product runs out can create fear and anxiety in customers and cause them to make snap decisions and buy products they might not need as they haven’t had time to think.

We pledge to create a pressure-free environment to allow our customers to think before deciding if it is right for them. We even offer a free 30-minute chat to new clients so they can decide if we are the right fit for their brand. Any discounts or sales will not be promoted with a timer ticker instead the final date and time (that will not be extended to get last-minute sales).

False Scarcity 

False scarcity is a tactic used to make an opportunity, product or service seem more rare and valuable than it is. This results in consumers making impulsive purchases to avoid the fear of missing out instead of allowing them to buy the product out of genuine desire.

We pledge to be honest about our availability; if there is real scarcity, we will communicate why or offer other alternatives.

Lead Magnets 

Lead magnets are freebies, discounts or opt-ins used to collect email addresses for marketing. This technique uses several layers of manipulation: It is hard to resist something free, and an email address is a low bar entry agreement which lowers the resistance to saying no in the future, and once enrolled in email marketing, the consumer becomes more receptive to what is being sent to them.

We pledge to give the option of receiving freebies, discounts etc without having to sign up for marketing materials and make it very transparent what our email list will be used for next to the sign-up box. If this ever changes, we will also make our email list aware of the changes, allowing them to opt out if they desire.

Bait and Switch 

This occurs when we are led to expect something of value but receive something that does not match this expectation. The bait is designed to prime us for receiving value and once lured in, the value is removed.

We pledge to explain to our audience how the work will be presented before we receive consent and payment.

Woke Washing 

Woke washing is the appropriation of ethical and progressive values with the intent of improving image and sales when behind closed doors, the company’s actions do not support these values. This puts more attention on the company than the movement or changes they’re claiming to support and can often derail movements due to misinformation. 

We pledge to be open to conversation about the causes we support and communicate how these causes connect to the values and mission of THAT Branding Company. We will also only place labels and badges on our website if we are sure we can match every one of their commitments at every stage of business. 

Secret Recipe

The secret recipe tactic is when companies claim they have an exclusive product or solution to a problem that no one else has, making their product or service hard to resist.

We pledge to not promote our service as a secret or promise to have the only solution to perfect your brand. 

These tactics are extremely damaging and manipulative ways for companies to take advantage of their audience and they’re everywhere! We believe that they’re wrong and unnecessary, if a product or service is of good value, customers should not need to be manipulated for the company to make sales. Therefore we have pledged to avoid this and we are so excited to be a part of The Ethical Move community where we can continue to grow and expand our knowledge of ethical marketing.

PLEDGE

We put the person before the sale.

We respect you and your privacy. We will help you make the best choice for your needs, not ours.

We communicate inclusively, truthfully, and clearly.

We will not confuse you or hide information from you. We will help all audiences feel welcome.

We take responsibility for our part in changing the marketplace.

We recognize the need to break the cycle of consumerism. We will continuously review our sales and marketing to ensure they benefit the common good.
We count on you to hold us accountable. Please connect with us if you see us not honouring our pledge.