demonstrate that your businesses practices are ethical Given the findings of the Royal Commission into the banking sector, this is surely the right time to be discussing the importance of ethics in business. This is the first in a series of five thoughts addressing ethics in business and, more specifically, in marketing. Recent research in […]

demonstrate that your businesses practices are ethical Given the findings of the Royal Commission into the banking sector, this is surely the right time to be discussing the importance of ethics in business. This is the first in a series of five thoughts addressing ethics in business and, more specifically, in marketing. Recent research in the United States found that 90% of consumers expect businesses to do more than just make money. Consumers expect a business to be a member of the community, and an ethical one at that. They expect businesses to give back to the community as well as take profits from it. Another study in the United States found that 36% of consumers view business as a source of ‘hope’. This research found that the majority of American consumers view business as greedy, selfish, impersonal, and all consuming. There is evidence to suggest that American and Australian…