Brands Finally Embracing Integrity Marketing
We believe a component of a Brand for Good leading with Purpose is Communicating Responsibly. We think there’s an opportunity to raise the bar to this new standard, and we call it Integrity Marketing—being responsible and principled in marketing practices and communication. Why is this important? Because we are all susceptible to media and marketing messages. An obvious statement, perhaps, so why then don’t businesses hold themselves to a higher standard about how they market to consumers?
Given the times, we’re seeing a trend of brand’s finally starting to embrace this concept, despite us writing about it 4 years ago.
Take these examples:
Oatly: A powerful parody of traditional advertising, Oatly’s ad that’s not an ad is consistent with the advertising selling story it’s been deploying for years now. It’s a non-conventional way to engage consumers, just like the product itself when it launched.
Olay: Building on Olay’s empowering 2020 Super Bowl ad, the brand has done it again with its most recent campaign, “Maximize, Don’t Minimize Me” and “Face Anything.” The campaign features well-known “actor, singer, change maker,” Jennifer Hudson, and also other non-household names who are maximizing and making an impact in our world.
Lego Education: How inspiring is this? Not only is Lego demonstrating its ability to innovate and be relevant in today’s digital world, it’s tapping into positive motivations to inspire kids to Rebuild the World and Rebuild Confidence.
Adobe: We applaud Adobe giving women a voice and celebrating diverse perspectives. This is especially needed in creative industries.
Do these inspire you to apply Integrity Marketing to your brands? How can you use your platform to make a powerful impact in the world? How can you use your marketing to speak to customer motivations and not set expectations? How can you market responsibly?
The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
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