Report: 83% Of Aussie Marketers Failing To Support Ethical Issues
In a new global study of senior marketers, online review platform Trustpilot has revealed that internal culture, such as lack of senior stakeholder buy-in, lack of employee engagement and an internal culture resistant to change is the top reason (83 per cent) Australian businesses fail to support social, political or environmental issues. Read the report in full HERE.
This is despite more than 70 per cent of respondents agreeing that adopting an ethical stance leads to increased sales and revenue.
The latest study, commissioned for Trustpilot’s Brands that take a stand report, interviewed 600 marketers across the UK, US, Australia, France, Germany, Italy, Netherlands and Sweden to compare and contrast findings against Trustpilot’s Brand integrity: the new frontier for marketing study, which surveyed 7,000 consumers from the same eight territories about their attitudes to taking an ethical stance and being honest in brand marketing campaigns from September 2021.
Other factors, identified by Australian marketers, holding brands back include confusing regulation (61 per cent); lack of skills or know-how (59 per cent); concerns about a lack of positive, or risk of negative commercial impact (49 per cent); and relevancy to the business (36 per cent). This news comes at a time when half of Australian consumers say they now consider a business’ stance on ethical issues before they go to checkout, with 95% of respondents saying a business’ honesty and transparency is a deciding factor in their purchasing decisions.
Overall, across all markets, those working across home or electronic brands were slightly more likely to promote a stance (61 per cent), whereas those within the fashion or financial sectors were both slightly less likely to promote a stance (57 per cent).
Whilst 75 per cent of Australian marketers agree that demonstrating support for ethical issues is important – with 73 per cent saying that doing so can win new customers – with lack of internal support and buy-in halting progress, the research suggests marketers may be failing to move the dial and effectively communicate that importance to business stakeholders. Worse yet, 39 per cent of Australian marketers surveyed believe that not demonstrating a stance on ethical issues can be detrimental to a business by leading to poor reviews and ratings, with 36 per cent admitting that failing to do so can reduce sales – suggesting that pressure for marketers to win over stakeholders is mounting.
Yet whilst marketers agree on the value for a business in taking a stance on ethical issues, the research did warn brands to ensure they practise what they preach – as a survey of consumers found that unfair treatment of staff and suppliers, greenwashing and poor customer service top buying turn offs.
Cameron Buckley, regional director – APAC at Trustpilot, said: “Australian marketers have a great opportunity to start promoting and talking about the brand’s ethical stance, which not only meets consumer expectations but it also fulfils a wider strategic marketing stance. While we are seeing some great local examples of Australian brands adopting this approach, there is still a gap in what consumers expect from brands. The brands that are willing to invest in explaining what they do, or don’t stand for, will be the ones that will stand out and ultimately win over consumers.”
When asked where they go to verify a business’ ethics and values, social media (46 per cent), friends and family (45 per cent), and reviews websites such as Trustpilot (43 per cent) were the joint top three sources consumers said they go to – demonstrating the growing influence consumers have on other consumers’ spending habits, in comparison to more traditional sources such as TV and radio.
Alicia Skubick, chief marketing officer at Trustpilot, said, “While taking a stance and supporting ethical issues has perceived value, in a world of misinformation and declining trust, ensuring your brand is honest and transparent about its position on issues is what adds real value.
“Clearly there has never been a more crucial time for marketers to win over internal stakeholders and ensure businesses are taking an ethical stance. Brands which vocalise support for social, environmental and political issues must do so authentically in order to resonate with savvy consumers, otherwise – as social media and reviews play an increasingly influential role in spending decisions – they risk turning customers away.
“Our research gives brands an accessible strategy towards honesty, ensuring they connect to the growing numbers of consumers who are loyal to and advocate for brands which represent their values.”
In a world of declining trust and misinformation, Trustpilot works to connect businesses with consumers by gathering open, honest feedback, which helps consumers shop with confidence and businesses improve their service. The report comes as part of the company’s aim of becoming a universal symbol of trust.
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.