I met with a client today in Vancouver. A forest products company that is taking fall down, bettle kill and trees damaged by fire and producing quality materials from them.
They’re contributing to health of the forest by using this fiber stock opposed to mature trees.
A big part of their marketing story to the consumer is about stewardship, sustainability and ethical business practices.
Marketing can be and should be ethical when the story is there to tell.
A big company has -do no evil- as part of their ethos-
Back that up/demonstate it and you have a values based story to tell.