what might an ethical branding code of conduct look like?
Tired of all the green/woke/or pink-washing? You are not alone.
We could call our colleagues out, but what if instead, we call each other IN to a more ethical way of working? A code of conduct could help set a shared standard.
During May’s open community hangout, we asked ourselves: what might an Ethical Branding Code of Conduct look like? We put a draft version of the code in front of the community for debate and co-creation.
This is an experiment to create a code of conduct for brand builders of all kinds: professionals who work inside or as externals to for-profits, not-for-profits, governments, movements or B-corps. The principles in this draft are drawn from experiences of our community members in their daily work across these different sectors.
The conversation was so 🔥🔥 that we decided to take it forward towards a full Ethical Branding Code of Conduct, which we intend to release under a creative commons license so anyone can commit to it, use it and build on it.
If you missed the event, don’t worry!
Browse our draft Ethical Code of Conduct below 👇👇.
We would be thrilled to hear your suggestions, feedback, etc. Just email us at hello@brandthechange.org
WHY DO WE NEED An ethical branding CODE OF CONDUCT?
We see three urgent reasons:
The 'purpose' trend shows no signs of slowing down, and greenwashing is at an all-time high. This means more and more companies feel compelled to integrate it into their brand and marketing. This hinders real change because it gives people the mistaken impression that brands are adjusting, and dampens demand for real change. When people see they are misled, it undermines their belief in all social or green claims.
Building a brand is a psychological exercise, and with that, comes a degree of manipulation - for better or for worse - that should never be taboo to discuss.
Many brand professionals feel a deep desire to align their work with their personal values, and want practical guidance on how to make that happen.
How could an ethical branding code of conduct be used?
A code of conduct is NOT about imposing ethical perfection.
It’s is not a competition to see who is most righteous, or who keeps their hands the cleanest, like other manifestos have called for in the past.
It is not about calling people out, but about calling people IN to a more ethical way of working.
The process of co-creating and debating a code of conduct helps us to develop a clearer moral compass.
When we avoid hard choices, we don't learn. We need to train our critical thinking capability. Rather than avoiding tough ethical dilemmas in our work, we have to face them, talk about them, and wrestle with them, together. We need to examine the ethical considerations we make today, and how they impact others, so we can make better choices in the future.
We are working towards a document that we can release under a creative commons license so anyone can use it and build on it.
Our Ethical Branding Code of Conduct, v0.1
We’ve pasted the 10 topics and a short introduction to each here. For more details on how we experience these issues in our daily work, what we need to make this happen, and inspiration, information on this issue can be found on the miro board, where you can also leave your comments.
1. first, WE CHECK OUR INTENTIONS
We need to do the right thing because it is right. Not because consumer research and trend reports tell us that millennials are more likely to buy from social- or environmentally conscious companies. In an age where 'purpose' is perceived as a competitive advantage and road to financial growth, the incentive to hop on the trend without full commitment is high. All brands that wish to embrace social and environmental change as part of their brand strategy need to first check their intentions.
2. WE HAVE A RESPONSIBILITY TOWARDS ALL STAKEHOLDERS, NOT JUST THE BRAND
Lawyers and doctors take an oath that they must act in the best interest of their client/patient or customer. For brand builders, it is the opposite. We should not just work for the benefit of the brands we build. We should consider the interests and benefits to all stakeholders.
3. WE DO WHAT WE SAY
We walk the talk. We integrate our mission for change in all aspects of the brand. From the product/service, HR policy, partnerships, marketing and communications to technology.
4. WE SAY WHAT WE DO
We are transparent about our actions. We don't abuse people's lack of knowledge or hide behind vague language.
5. IF BRAND EQUITY IS BUILT ON 'CHANGE', ITS VALUE SHOULD be shared with THE 'BENEFICIARIES'
Purpose driven businesses are often built on a win-win philosophy. The balance of that win-win is crucial. When the brand's wins are vastly disproportional to the wins of the people or natural world its purpose claims to support, the brand strategy is exploitative.
6. WE REALIZE EVERYTHING IS INTERCONNECTED
We should not destroy with one hand and build with the other. Making a difference often means having to make complicated trade-offs. This is part and parcel to the work.
7. WE GO BEYOND GOOD INTENTIONS
We put the numbers where our hearts are. We set impact indicators, measure our progress, invite public scrutiny, and adjust our approach if needed.
8. WE ACKNOWLEDGE THAT CHANGING THE WORLD IS AN EXPERTISE
We have the responsibility to be well informed on the social and environmental issues our brand is linked to. It is part of our definition of professionalism. If we're out of our depth, we hire topic experts to help us get it right.
9. WE DEPICT PEOPLE AND PLACES WISELY
We understand that how we depict people and places can become societal norms. When we are aware of this, we can make depiction a force for good.
10. WE DON'T STEAL WORDS
Some organisations appropriate vocabulary created by activists, public groups and social movements. In some serious cases this is to cover up dubious practices. This goes beyond appropriation, into the realm of deliberate deception, and actively undermines the change we so desperately need.
What’s next?
We are going to take the input from members and work on draft v2. For the review of v2 we will invite key industry leaders for another round of debate.
We would be thrilled to hear your suggestions, feedback, etc. Just email us at hello@brandthechange.org
This will be a big undertaking for us - but exciting, and potentially incredibly impactful. If you want to stay up to date on progress, please sign up for our newsletter.