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We believe that all our marketing efforts should provide genuine value to our target audience. Our marketing focuses not only on how our services benefit our customers, but also how they benefit socially responsible and environmental causes. We believe that this is the best way to earn our customers’ attention and their trust. Our marketing strategies are based on a belief that marketing should be honest and that we will not take advantage of anyone’s personal data.

We commit to absolute honesty in our marketing, and we pledge to:

Making sure that our marketing is honest – this takes discipline and rigour. We try to always ask ourselves the following questions when planning and executing a marketing campaign or advertising:

We commit to rejecting impact washing

We pledge that;

We commit to cultural sensitivity in campaign creative

Many marketing campaigns and messages have the potential to be insensitive. It takes a combination of self- awareness and inclusion of others in the creative process to avoid marketing campaigns that are insensitive.

We commit to avoiding “Saviour complex” in our marketing and advertising campaigns. This can happen when, although well-intentioned, a company perceives a need for support of a certain community without including and empowering that affected community. The company might provide a solution solely from their external position of privilege. Saviour complex is problematic because it can result in communications, solutions, and power dynamics that reinforce systems of oppression.

We commit to exploring various perspectives, knowing that any complex issue likely has multiple causes and multiple potential solutions.

We will not use images of people in need, especially stereotypical images, to elicit an emotional response and drive engagement and/or donations from our audience. We believe that this approach can lead to insensitive campaigns and messages that may disempower the communities that we are striving to empower.

We commit to:

We commit to permission-based email marketing

This is marketing where the recipient of the marketing messages provides permission to send them marketing materials.

We pledge to focus our email marketing on:

We commit to ethical digital advertising

Ensuring the accuracy and ethics of the content we promote through digital advertising.

Aside from considering the accuracy and honesty of the content, we must also consider the ethics of the targeting approach. Digital advertising brings its own unique set of ethical issues related to data privacy. Facebook, Google, and many other digital media companies have developed sophisticated tracking technologies in order to understand, profile, track, and target users online so that their paying advertisers can reach their exact target audience via their digital advertising products and services. This kind of granular targeting often comes at the cost of individual users’ privacy. As consumer attitudes and technologies change, the ethical considerations that surround digital advertising are rapidly evolving. It is highly likely that the line of what is both legal and ethically acceptable will shift many times over the short and long term.

We are always considering issues related to advertorial advertising. We make sure that the online user can tell what is paid advertising vs what is editorial content. Influencer marketing often relies on the process of well-connected social influencers promoting products or services to their audiences, often through content that would be considered advertorial if the influencer is not transparent that the content is a paid promotion.

Marketing pop ups or pop unders are widely considered unethical marketing tactics. They often offer misleading statistics about how many people actually see their content and few users engage with this type of content. We limit the use of pop-ups and modal windows as when overused they can become annoying and degrade the user’s experience of our website.

We follow these principles for modal window use:

We commit to ethical search engine optimisation (SEO)

Search engines use algorithms to determine what content to show at the top. In the world of SEO and content marketing, any tactics that are considered manipulative or unethical are typically referred to as “black hat” tactics. On the opposite end of this spectrum, you’ll find ethical or “white hat” SEO tactics based on providing valuable and useful content that aligns with what users and search algorithms are looking for. Through the use of white hat SEO we will provide valuable and useful content that aligns with what users and search algorithms are looking for.

We practice and encourage the following best practices for white hat SEO and content marketing:

Black hat SEO: tactics that we avoid and discourage:

Updating this policy

We expect ethical marketing practices to continue evolving along with the technologies we use to discover, reach, and engage audiences. The line that separates ethical from unethical marketing practices can shift rapidly and we will continue to monitor the state of the field across different marketing channels and tactics and update our practices accordingly.

Thank you for reading this and please let us know if you have any questions or feedback.