17 Best Ethical Marketing Examples That  Melt Consumers’ Hearts

17 Best Ethical Marketing Examples That Melt Consumers’ Hearts

27 October 2022 4 days ago ~ 12 min read
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Claspo Blog 17 Best Ethical Marketing Examples That Melt Consumers’ Hearts

69% of consumers say they want brands that express their values. According to 2021-2022 surveys, 40% of Millennial and Gen Z consumers in the UK chose brands that promote sustainable practices or values, and 37% chose brands that have ethical ones. 34% dropped a brand due to ethical concerns. Also, notably, 62% of customers with higher than average income said they'd like to be able to filter product lists based on their values. 

What does it mean in practice? Your brand's values are no less important than its quality and price. For example, when choosing cosmetics among competitors in the same price range, many people will consciously opt for a "cruelty-free" filter. If an e-commerce platform doesn’t have such a filter, some will switch to another platform.

Some businesses engage in ethical marketing because of social pressure; some are genuine. We strongly advise using ethical campaigns only when they align with your true values and strategic vision. While devising them might require some additional effort, the benefits are obvious. You attract customers who will be more loyal to your brand and make the world a slightly better place. And we're here to help you with that. Let's get into it!

What is Ethical Marketing

Ethical marketing campaigns is the practice of marketing products and services while consciously adhering to fair, truthful, and beneficial practices to customers, society, and the environment. This involves prioritizing transparency, responsibility, and respect in all marketing efforts. Ethical marketing aims to balance the company's desire for profit with the needs and interests of consumers and society at large.

Here are some principles and tips on implementing ethical marketing that any business can easily follow.

Honesty and transparency

This means ensuring that all promotional materials accurately represent the product or service offered. Avoid misleading claims, exaggerations, and omissions that could deceive consumers. The goal is to build trust and credibility with the audience by being transparent about features, benefits, and potential drawbacks.

  • Verify claims before publishing and ensure all advertising claims are accurate and supported by evidence.
  • Disclose all terms clearly. Make sure any terms and conditions related to offers or promotions are easily accessible and understandable.
  • Avoid manipulative tactics. Steer clear of using emotional appeals that misrepresent the product’s true capabilities or value.

Sustainable practices

This example of ethical advertising and marketing mean environmental stewardship in business operations. This approach involves using eco-friendly materials, reducing waste, and minimizing the carbon footprint of products and services.

  • If you're using eco-friendly materials, don't be afraid to talk about it.
  • Encourage customers to recycle products or packaging through incentives or convenient return programs.

Fair labor practices

Ethical marketing also extends to how a company treats its workers. Emphasizing fair labor practices means ensuring fair wages, safe working conditions, and humane treatment of employees throughout the supply chain. This approach not only improves employee satisfaction and retention but also resonates with consumers who value social responsibility in the brands they support.

Diversity and inclusion

Emphasizing diversity in marketing is crucial for creating inclusive campaigns that resonate with a broad audience. This involves recognizing and representing various cultural, ethnic, gender, and age groups in your marketing efforts.

  • Feature diverse models and stories.
  • Cultivate cultural sensitivity. Train your marketing team on cultural sensitivity to ensure your campaigns are respectful and appropriate for different audiences.
  • Promote inclusivity in messaging. Make sure your marketing messages do not exclude any groups and actively promote inclusivity.
  • Collaborate with diverse creators. Work with creators from various backgrounds to bring authenticity and new perspectives to your campaigns.

Privacy protection

This involves responsibly handling customer data, avoiding invasive marketing tactics, and providing clear options for privacy settings. Companies focusing on privacy protection ensure that consumers feel secure in their interactions and trust that their personal information is safeguarded.

  • Be transparent about how you will use consumers’ data and allow visitors to choose their cookie preferences.
  • Rely more on first-party data, shift to contextual targeting, and gather consent.

As Claspo widgets are often used to gather user data for marketing purposes, we are very mindful of this topic. Our editor has a specific component, "Data processing and terms of use," that you can add to your widget or pop-up. By default, it includes a checkbox for obtaining the user's consent to gather their data and a place for a link with your terms and conditions. This way, you can fill in their customers' profiles while staying transparent, respecting privacy, and complying with GDPR requirements.

Try this template

This list is in no way exhaustive. You can use tools like The Common Good Matrix to assess your progress and determine the measures that can be deployed to develop your overall ethical strategy further.


Failed 'Ethical' Marketing Campaigns

There's a lot of social pressure to switch to ethical marketing campaigns, especially from Millennials and Gen Z. Often, businesses try to appear ethical not because they sincerely strive to contribute to social well-being but because they want to align with current trends. 

Unfortunately, attempts to capitalize on popular issues often result in devastating consequences. When someone does not check their privileges or forgets to switch on consumer empathy, marketing campaigns usually turn out to be cringe-worthy and bluntly manipulative – definitely not an example of ethical advertising you'd want to follow. We won't dwell for too long on this but will show you a couple of examples as a cautionary tale.

Pepsy and Kendall Jenner

Pepsi released a commercial featuring Kendall Jenner joining a protest and handing a Pepsi to a police officer, seemingly resolving the conflict. The ad was widely criticized for trivializing and commercializing the struggles of those protesting for social justice issues, particularly the Black Lives Matter movement. The backlash was swift and intense, leading Pepsi to pull the ad and issue an apology. Five years later, it still wasn't forgotten, with Amazon Prime's show The Boys parodying the ad.

Audi's gender pay gap Super Bowl ad

Audi aired a Super Bowl commercial advocating for gender pay equality, but the commercial backfired when viewers questioned Audi’s own corporate practices regarding gender pay equality and the representation of women in leadership roles within the company. The criticism highlighted the importance of ensuring a company’s marketing messages are consistent with its internal practices.

H&M "Coolest Monkey in the Jungle"

H&M faced significant criticism after featuring a black child model wearing a hoodie emblazoned with the phrase "Coolest Monkey in the Jungle." The ad was accused of racism, leading to public outcry and the eventual removal of the product from their lineup. H&M apologized and promised to improve its practices regarding diversity and sensitivity.

17 Ethical Marketing Examples That Inspire

Now that we've cringed a bit and promised ourselves Not To Be Like That (hopefully), let's move on to the campaigns that actually strike a chord with consumers.

1. Patagonia


The first on our list of ethical ads is the famous Patagonia campaign. The company is known for its environmental and sustainability efforts. In 2011, it ran a popular campaign, "Don't buy this jacket." The ad talked about the environmental cost of one of its popular products and urged people to opt for the used item. Paradoxically (or not so much), the company saw its revenues grow about 30% the next year, followed by another 5% in 2013.

What resonated with the customers is that the company actually places the money (or effort) where its campaigning is. 

  • The company uses recycled, "Fair Trade" certified, and organic materials;
  • It donates part of its revenues to environmental causes (including donating $10 million it got due to Trump's tax breaks in 2017);
  • It actively runs initiatives promoting reselling and reusing its merchandise.

How can you do it?

  • Put your money where your mouth is.
  • Don't be afraid to run an 'anti-marketing' campaign and emphasize the ethical values over your commercial success. In the long run, you might get surprising results.

2. FIO Athletics


FIO partnered with the charitable organization i=Change to allow shoppers to spend their money with a purpose. This is why $1 from every purchase made on FIO’s website goes to charity. On its website, FIO lists three charities the money goes to:

  • Thread Together. This charity collects stock clothes, sorts them, and re-distributes them to people in need, such as refugees, women escaping domestic violence, or homeless adults and children. 
  • The Seabin Foundation. This organization invests in developing feasible solutions to the ocean’s pollution problem. 
  • Beyond Blue. This group works to destigmatize mental health issues and help those who seek assistance in times of depression and anxiety.

The company obviously wanted to cover as broad a base as possible from these charities, and that's great. At least one issue is bound to resonate with the audience.

How can you do it?

Find a charity, preferably a local one, to partner up with. More than one? Cover the diverse demographics. Be transparent about the specific donations you make.

With Claspo, you can notify the audience that a part of your revenue goes to a charity by placing the widget on the homepage or product pages. This way, you increase the likelihood of a purchase and allow customers to connect to good deeds through a purchase. 

3. United By Blue


This clothing brand deserves a place on our list of ethical advertising examples for its outstanding environmental protection and ecological practices. For them, it is a lifestyle they choose and remain committed to, regardless of the trends. United by Blue conducted its first community cleanup the same week it sold its first T-shirt. 

United by Blue has removed more than 4 million pounds of trash from the ocean. But it craves more. If there is a new eco-friendly practice, be sure United by Blue is already doing it. Besides cleaning the water, it:

  • Make its products in GOTS-certified factories from sustainable materials.
  • Check its partners’ backgrounds and third-party certificates to confirm that they adhere to the same ethical manufacturing principles as they do.
  • Design products with reduced harm to the planet, like take-it-with-you meal kits and reusable coffee cups.
  • Became a B-certified corporation in 2011 and has proudly held on to this status ever since. 
  • Created The Quit Single Use Task Force to audit their use of plastic and come up with ways to find a substitute for it.
  • Build LEED-certified stores.
  • Reward employees with paid time off for community services.
  • Use office supplies made from recycled content.

How can you do it?

When it comes to the real effort you put into your business, it's up to you. When it comes to publicizing your efforts? United By Blue uses two communication channels: a landing page and a floating bar, which conveys up-to-date information on the company's impact (we show it in the screenshot above with the red arrow). 

With Claspo's capabilities, you can do the same. If you're making regular donations or can quantify your impact in some other way, a floating bar or a widget can be a great way to inform your users of your success in real time and redirect them to a special page to learn more.

4. Cotopaxi


It is a nice touch for ethical marketing campaigns when your charity program slogan matches your firm’s specialization. For instance, Cotopaxi’s Gear for Good program is an intentional word pun because it sells packs and gear. 

Still, what matters most is the essence of the program, and it has many initiatives people might like to join:

  • Their Cotopaxi Foundation distributes some of its profits as grants to non-profit organizations dedicated to the struggle against extreme poverty. In addition, it is a member of 1% for the Planet. Therefore, at least 1% of its annual revenue supports the ecological cause.
  • They launched a collaboration with Bombas to increase awareness and raise donations to help homeless people. 
  • They worked hard to decrease carbon emissions and achieve a Climate Neutral Certified status.

How can you do it?

First of all, diversify your efforts to cover a broader user base.

And make it as easy as possible for your customers to participate.

You can also urge your users to donate. Claspo allows you to add a widget or pop-up with the donation link to your website, offering your users the chance to chip in.

Try this template

5. Virgin Atlantic


Aviation contributes significantly to worsening climate change and, therefore, often comes under attack. So, it is a good idea for an aviation company to deploy more effort into building a steady, bullet-proof reputation. The Virgin Atlantic attempts to do just that with its diverse selection of ethical initiatives by using ethical marketing:

  • They launched measures to reach net-zero carbon emission by 2050, recycle plastic, provide sustainable onboard catering, use green electricity, exclude beef from the menu, and more.   
  • They are determined to have a 50:50 gender balance in leadership roles and 12% Black Asian and Minority Ethnic (BAME) representation. Moreover, their PRIDE and VALUED networks exist to create a better, welcoming environment for LGBTQ+ people and representatives of diverse ethnic backgrounds. 
  • Their Passport to Change program provides grants, sponsorships, and investments to support STEM (Science, Technology, Engineering, and Mathematics) initiatives that empower young people to receive proper education and acquire career skills.

How can you do it?

If your industry is perceived as inherently harmful in some ways, don't try to ignore it – address it publicly. Even if it's not in your power to negate the potential harm totally, you can still try to compensate for it in other ways (for example, promoting diversity while you can't eliminate the ecological harm at the moment).

6. iNNBEAUTY Project


These skincare products are designed not to harm the planet or your budget. The company scientifically tests its goods and removes shady ingredients. That is why its products are cruelty-free, vegan, sustainable, and non-toxic. 

Naturally, iNNBEUTY Project would not be genuinely sustainable without significant steps to compensate for the damage its production process is causing the planet. Thus, it decided to:

  • Donate a percentage of its revenue to fund plastic collection.
  • Reuse & recycle plastic objects.
  • Cooperate with rePurpose Global to reduce the use of plastic in the future.

By using ethical marketing, this project also empowers many girls because women own this company, and the company is not afraid to brag about it. 

How can you do it?

Learn what you can about your ingredients, supply chains, and your product's journey every step of the way. When you find a link that is in any way harmful, try to change it to a more ethical one. If, at the moment, for some reason, it's impossible, be transparent about the possible consequences – and about your efforts to mitigate the harm. It's best for you to be open from the beginning and win the trust of the customers who appreciate your efforts.

7. Lush Cosmetics


Lush is a curious case of marketing without marketing that is definitely worth mentioning on our list of conscious marketing examples. On the one hand, Loud doesn't lead loud campaigns. On the other, it is well known as an ethical, vegetarian, and cruelty-free brand. It doesn't test its product on animals, doesn't buy any ingredients from companies that do, and leads informational campaigns for its suppliers. In interviews, Loud emphasizes its belief that what it is doing is a baseline for a brand and not something to be celebrated.

Lush doesn't lead marketing campaigns per se. But on its website, it's easy to find its ethical charter and position on ethical supply chains. What works for them? Word-of-mouth marketing and true dedication to its values, expressed in the way it conducts business.

How can you do it?

Commit to conducting ethical business instead of just ethical campaigns. Lush stated that it initially refused to lead traditional marketing campaigns because it lacked the budget for them. Unfortunately, you can't always rely on word-of-mouth marketing. However, you can try creating referral and affiliate programs to encourage your customers to refer their friends and loved ones to you. 

One more budget-friendly solution is Claspo. You can use our widgets to promote referral and affiliate programs, notify visitors of your ethical products, or offer promo codes for first purchases for those just getting acquainted with your brand.

Try this template

Of course, if your product is truly high-quality, stick to it, nurture your reputation and relationships with your clients, and they will come back. 

8. Danner


Consumerism is humanity’s bad habit. Yet, wouldn't it be nice to keep the things you love around for a bit and save them from a landfill? This shoe-crafting shop offers this opportunity because it provides a recrafting service to its clients. All you need to do is complete a form and ship the boots. Their recrafters will do the rest.   

How can you do it?

This campaign works great because the practices it promotes work and because of its packaging. "Before/After" images inevitably catch the eye. Keep that in mind if you're promoting reuse, recycling, exchange, or any similar initiatives with your products.

9. Apolis


Apolis, the next brand on our list of ethical marketing examples, targeted its efforts to the mothers in need – demographics not often talked about but one that strikes a cord in pretty much everyone's heart. That is why Apolis provides job opportunities with Fair Trade-certified wages, annual profit dividends, and a retirement fund to hundreds of mothers in Bangladesh. 

Naturally, Apolis is also a Certified B Corporation, and it strives to promote the Global Citizenship concept, which implies that despite borders and different languages, we are all part of the same community.

How can you do it?

Once again, this is a good example of addressing and mitigating the harm your industry is associated with. When it comes to creating fashion items, many people immediately think of sweatshops and terrible working conditions. Apolis acknowledges the problem the industry creates and communicates how it helps.

10. Soon Skincare


Not everyone aced chemistry. Some people might need help with all those complicated words printed on skincare cream tubes. Therefore, it is a nice gesture to add an Ingredient Glossary. This is how shoppers can confirm that your brand is as sustainable as you claim.

How can you do it?

This is a fine example of the transparent marketing principles we mentioned initially. Provide as much information on your product as possible and be as specific as possible, especially if customers have concerns about the content or the creation of the product.

11. Perfect Keto


Perfect Keto provides another example of transparency in ethical campaigns, this time from the food industry. Along with cosmetics, people pay the most attention to the chemical compounds in food – and they are right to do so, especially when they’re allergic, vegan, or both.  When you're clear about your ingredients, it saves people a lot of time and effort – and increases the chances they will be loyal to your brand once they discover you.

How can you do it?

Don't force your customers to go through your tiny-fonted ingredients list. The neat icons here are a great way to catch the customer's eye and provide the necessary information.

12. Lunar Beauty


Who said that only women can wear makeup? Sometimes, discrimination cuts both ways. But if you are a truly passionate person like Manny Mua, the founder of Lunar Beauty and a gay Latino man, your stamina and dedication will help you overcome all the difficulties and create one of the most fabulous ethical ad examples. Now, his brand inspires everyone, regardless of ethnicity, sexual orientation, or gender identity.

How can you do it?

It's pretty easy to endear diverse demographics once you stop only shooting white cis men in your ads (or, even worse, white cis men and objectified women). Especially if you're in the beauty industry, making your campaigns diverse and body-positive is a great way to stand out among your peers in a good way.

13. Tropicfeel


Hey, kids, saving the planet is fun. You might want to argue with that, but wait until you see Tropicfeel’s membership club and referral program; it will change your mind:

  • When you join the company’s community, the Nation, you can start earning points by participating in weekend, weekly, and monthly challenges targeted at contributing to solving ecological problems. You can reduce your carbon footprint, plant trees, utilize sustainable energy sources, or generate ideas to spark positive changes in the travel and fashion industries.
  • Of course, you are rewarded for your responsible behavior with free stuff, discounts, customized travel experiences, collaboration opportunities, and even trees planted in your honor. Plus, you gather some good karma points and new friends along the way. 

Naturally, this is a sustainable business that is transparent about its materials, dedicated to recycling and reducing its carbon footprint, and strict about its requirements for potential suppliers.

How can you do it?

There are two takeaways here: 1) you can build a community around your values, and 2) you can gamify promoting or participating in it and make it the center of your campaign. Allow your customers to earn points for recycling and offer them special discounts for participating in charitable activities – the possibilities are endless! And with Claspo's widgets, you can promote your loyalty program and inform customers about how they can make the world a better place and what bonuses they can expect for it.

14. Homes Alive


Your pets are not just there to keep you company during lonely nights. They are your friends and family. That is why it is important to entrust your cat’s or dog’s well-being to people who can prove in action that they truly love them. Homes Alive does it through its support of and cooperation with local shelters, which translates into another noteworthy ethical advertising example. 

How can you do it?

First of all, if you are considering cooperating with a charity or NGO, it's a good idea to pick something related to your industry or area of expertise.

Second, especially if you are a small business, it's important to communicate both as a brand and as people (for example, on social media and by showing faces). This way, you keep translating the values you pledge to in your campaigns.

15. Rothy’s


Using sustainable materials and cleaning oceans is great, but why not go further? For instance, you can use this example as inspiration and produce your products from twice-recycled materials. By now, Rothy’s has used more than 125 million single-use plastic bottles and 400,000 ocean-bound plastics to craft their products, and they translate it into their ethical marketing campaigns with clear consciousness.

How can you do it?

Here, both the actual effort and the packaging catch the eye. When you choose the visuals and text for your campaign, make sure they align not only with your brand book but also resonate with the values you're trying to promote.

16. Vox


Even if you are just a small publishing website, you can contribute to the cause. For example, you can grant free access to a special section of your platform that contains materials to make people with mental health issues feel better. 

How can you do it?

We've come a long way as a society, but some topics are still somewhat stigmatized, depending on the culture. Demonstrating your sensitivity to the topic is a good idea on its own. 

Also, think of what your business specifically can offer to the community. You don't need to donate millions – sharing some free materials is a fine way to give something back. Claspo's widgets can come in handy if you want to redirect users to a specific landing page or blog dedicated to bringing awareness to a particular issue. You can also use our widgets to offer your visitors to subscribe to a newsletter that will keep them informed and up-to-date on the issue. 

17. Aerie


Lastly, we want to add Aerie to our list of ethical marketing examples. While some brands continue to impose unrealistic beauty standards by encouraging skinny models to wear fat suits for photoshoots, Aerie welcomes women of all shapes, forms, colors, and abilities. If you want to feel appreciated and positive about your body, this is the right place to start. Here, you can find comfortable and beautiful lingerie that is:

How can you do it?

Once again, if your industry is notorious for some specific transgressions (i.e., unrealistic beauty standards in fashion), listen to the critics and try to embrace diversity and inclusivity. By broadening the number of people who feel represented by your brand, you also expand your potential customer base. A person who skipped buying lingerie before because they felt disconnected from the models promoting it is likely to turn to your brand. And you will definitely participate in making the world a better place.


Need some ideas on how to communicate your values to your target audience? Consider using Claspo.

For starters, we have a collection of pop-ups for environmental holidays. 


You can use them to promote your eco-friendly products, establish a discount for trade-ins, and encourage your customers to recycle or pick up the goods locally to reduce the waste associated with deliveries – that's only a few ideas.

Next, our widgets can serve as a reminder of your initiatives and help you brag about the impressive figures you've already achieved with your initiatives.

And, if you're participating in a charity or collecting donations for a cause, you can also easily do it with us.

Try this template

Our widgets are simple yet powerful tools for conveying any information you consider important to your audience and improving the performance of your campaigns. If you have a new campaign idea that will strike a chord with your customers, don't put it away. Our widgets and pop-ups are very easy to create and customize without any help from tech specialists. Your idea can reach your users in just a couple of minutes!

Alex Marco, a marketer influencer specializing in LinkedIn ads, says: "there are people out there claiming that marketing is bad per se, and that ethical marketing should be abound not using cookies, or [marketing's] basic principles, which in my opinion, give the competitive advantage to your competitors and deprive your end users of solving their issue with your product). [Ethical marketing tactics] come down to the simple basics of 1: identify what the prospect's real problem is 2: contact them at the right time and 3: always add value beforehand and an easy way to opt out." And that's exactly what you can do with our help.

Did our conscious marketing examples make your day a bit brighter or inspire you to launch a new campaign? Let’s hope so because this call for more ethical business behavior is not just another trend. It embodies the core values that humanity better not lose in the future.

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Valeriia Sorokoletova 1 year ago

Nice examples, thank you!

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