Ethics, Social Responsibility and Sustainability

What the page covers

The unit looks at how marketing meets society. Many of the resources are mind maps, and they move from big ideas to specific cases. The Greenwashing map breaks down warning signs such as no proof or evidence, overly technical language, irrelevant claims and stressing one small green attribute. The Chapter 20 map on social responsibility and ethics sets out sustainable marketing and four marketing concepts, including the societal marketing concept.

Where to start

Begin with the foundations. The note called Ethics gives a definition, and the Ethics mind map lays out individual and situational influences, moral framing and moral intensity. Then move to the CSR mind map, which lists types of activity such as community support, diversity, employee support, environment and product.

1. Read the Ethics note and map.
2. Move to CSR and Sustainable marketing.
3. Look at cases, then take a quiz.

Cases and examples

Cases make the theory easier to remember. The Ben and Jerry's Sustainable Marketing Techniques map covers community involvement and activism, fairtrade, and cage-free and free range eggs. You will also find a NIKE case study, a Kellogg's case flowchart, and maps on Natura & co and Crepes & Waffles. Try explaining each company's approach in your own words.

Using quizzes and maps together

Read a map first, then take a quiz such as Marketing Man Lecture 10 Sustainability and Ethics. Note the questions you miss and go back to the matching branch of the map. The flashcard decks, including Marketing Ethics and Greenwashing, are handy for definitions such as utilitarianism or the three types of corporate social responsibility. Teachers can use the maps as starting points for discussion or set a quiz as a quick check.

Where it fits

This unit sits in the strand Marketing Contexts and Society, within Marketing, advertising and sales. Pick a map that matches your current topic, then try a quiz or build your own flashcards from what you read.