Page 6 - index

MIKE SIMPSON is the Editor of the IMM Journal inmyopinion
of Strategic Marketing. He has 30-plus years’
experience in the global media industry and informed insight infront
has worked in the print and electronic sectors,
as well as in public relations and marketing.

Be a beacon of honesty
in an unethical world

Ethical behaviour seems to be in short supply right now. When it comes to business,
marketing is often given the blame by cynical consumers. So it’s time for marketers to

work on changing that perception. By Mike Simpson.

IRECENTLY READ VERY PERTINENT a difference. Apart from being the right (eventually and after many complaints)
comments by Reverend Barney thing to do, it’s also about saving a completing the work, they began to
Pityana, minister of religion, company from itself. Because doing harass him for the other half of the
former Vice-Chancellor of Unisa and wrong is ultimately bad for business. payment – up to eight phone calls a day.
human rights lawyer. Speaking at an
event to honour Archbishop Emeritus The Volkswagen emissions scandal It’s little wonder, then, that consumers
Desmond Tutu, he mentioned how has wiped US$12-billion off its brand are increasingly suspicious of business
‘goodness’ in South Africa has gone out value, according to figures from Brand in general. As an article in this issue
of fashion and the country lacks good Finance. Electronics giant Toshiba is in on Marketing Ethics (pg 40) points
men and women of honour. out: “There can be little argument that
? consumers are growing more suspicious
This magazine is not a political Marketers are a key of business. They question its motives
soapbox. Concerns around politicians interface between and, increasingly, it is marketing which
who are on the gravy train (…or the high- business and public is being said to be manipulative.”
speed gravy express …) have already
been well documented elsewhere. trouble after it overstated its earnings The author, Professor Hubert
by a massive US$2-billion. Closer to Gatignon of the respected Insead
But the generally lamentable state home, the SA construction industry Business School, notes: “I suggest that
of honesty and good citizenship in SA is still feeling the impact of the price the profession – both academics and
– whether we’re talking the business collusion scandal around stadium practitioners – should be proactive in
sector or elsewhere – is concerning. contracts for the 2010 World Cup. changing these viewpoints.”
There’s little that marketers can do to
curb the traffic officer who solicits a At a local level, a waterproofing Indeed. Nobody wants to be part of a
bribe or the motorist who offers it; the business in Johannesburg is surely profession that’s regarded as dubious.
homeowner who makes a false claim feeling the heat after an acquaintance Consumers don’t want to do business
against their insurance policy; or the mounted a social media campaign to with an organisation they think is
civil servant who awards a tender to highlight their dubious practices. The untrustworthy. Such a lack of all-round
their spouse. company accepted his 50% deposit for trust is corrosive and damaging to all.
a project and then took more than a
But when it comes to dishonesty or year to arrive on site. Within hours of Marketers cannot solve the problem.
questionable ethics in the workplace, But they’re in a better position than
then marketers – as a key interface most to understand the public’s
between an organisation and its external viewpoints and carry those concerns
audiences – should be working to make through to all parts of the business.
And the time to do it is now.

4 strategicmarketing August–September 2016