What is ethical marketing?

Ethical marketing is about aligning how you communicate with how you operate. It prioritises honesty, care and long-term trust, avoiding tactics that mislead, exploit or oversimplify complex work in pursuit of short-term growth.

Is ethical marketing the same as sustainable marketing?

They overlap, but they are not identical. Sustainable marketing often focuses on environmental and social impact, while ethical marketing also considers power, inclusion, transparency and how decisions are made. In practice, the two are closely connected.

How do you avoid greenwashing or performative values?

We start with evidence, not aspiration. That means grounding communications in what is already happening, being clear about what is still in progress, and avoiding vague or exaggerated claims. Ethical marketing is about clarity, not perfection.

Who is ethical marketing for?

This approach is well suited to values-led organisations, charities, social enterprises and purpose-driven businesses that want their marketing to reflect their principles without putting additional pressure on teams or overstating impact.

Does ethical marketing limit growth?

No. Ethical marketing focuses on sustainable, long-term growth rather than quick wins. It supports stronger relationships, clearer positioning and more resilient brands, particularly for organisations working in complex or sensitive contexts.

How does ethical marketing show up in practice?

In practice, ethical marketing influences strategy, messaging, channel choice and measurement. It affects what you say, how you say it, who you centre, and what you choose not to do as much as what you do.

Do you work with organisations across the UK?

Yes. Ipsa Consulting is based in Devon and works with organisations across the UK, combining remote support with in-person workshops where that adds value.

Ethical Marketing

For Values-Led Organisations

Ethical marketing is often talked about, but rarely defined clearly.

At Ipsa Consulting, ethical marketing means aligning how you communicate with how you operate by prioritising integrity, care, and long-term trust over short-term growth. We work with values-led organisations across the UK (and worldwide) to develop marketing that reflects their principles in practice, not just in language.

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Collage featuring a smiling woman with curly hair, pink and white peonies, abstract shapes, and a shell, with a hand-drawn fist bump icon in the top right.

Amplify your marketing without forfeiting your values

Do you believe that business should be a tool for good? Are you fed up with extractive industries using scarcity and greenwashing as marketing tactics? Strategically marketing your organisation responsibly is a big part of making a positive difference and that’s why we’re passionate about values-led marketing.

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What our clients say…

“We found working with Ipsa to be a truly collaborative process that delivered on our goals impressively in what was quite a tight turnaround time. From the initial pitch right through to considering the legacy of the work after they had finished, we found them to be considerate and very alive to the values that we hold as an organisation. Cath was attentive and responsive, quick to answer questions and provide context when we needed it. The Ipsa team brought technical know-how that we were lacking internally, and always explained things to us in an easy to digest way that helped us understand the benefit of the changes that were being suggested. They took time to understand our brand and identity, and to think through our audiences, so that the creative outputs of the project were fresh, memorable, and useful. We really enjoyed doing this work and would recommend IPSA to any organisation looking to strengthen user journey and website experience.”

Dartington Service Design Lab - Client

FAQ’s

Frequently asked questions about ethical marketing

Ethical marketing is about aligning how you communicate with how you operate and the values your organisation upholds. It prioritises honesty and building long-term trust, by avoiding tactics that mislead, exploit or over-simplify complexity in pursuit of short-term growth.
Not quite. They overlap, but they’re not the same. Sustainable marketing often focuses on environmental and social impact, while ethical marketing also considers power dynamics, inclusion, transparency and how decisions are made. In practice, the two are closely connected but not interchangable.
Ethical marketing is about clarity, not perfection. We start with evidence, not aspiration. That means grounding communications in what is already happening, being clear about what’s still in progress, and avoiding vague or exaggerated claims.
This approach is well suited to values-led organisations, charities, social enterprises and purpose-driven businesses that want their marketing to reflect their principles without putting additional pressure on teams or overstating impact.
In short, no. Ethical marketing focuses on sustainable, long-term growth rather than quick wins. It supports stronger relationships, clearer positioning and more resilient brands, particularly for organisations working in complex or sensitive contexts.
Ethical marketing underpins our marketing consulting and sustainability-led marketing work. It can be a standalone focus or integrated into wider strategy, depending on what your organisation needs.
Yes. We deliver ethical marketing training online and in person. Contact us for more information.