Ethics Schmethics? Not any more

Ethics. It is one of those concepts in which the default human setting is to strive to fall on the proper side of it, until….

The end of that sentence is different for everyone.

These days, ethics is a term most associated with the business world (and not typically in a good way). After Googling the phrase, ‘Ethics-in,’ among the first subject hits are related to the Workplace, Business, Science, Accounting, Research, America and News. In each of these topics, the qualifications for being ethical seem to be on a sliding scale, but should they be?

Let’s begin by at least agreeing on a starting point that ethics determine the appropriate and acceptable behaviors in a society or a business universe and that they play a key role in any personal or business relationship. Let’s also consider that what may be legally compliant, might not necessarily be ethically compliant (Puffery can be a fine example of this).

These are the broad statements that most agree on as far as ethics. Beyond this though, there is an array of opinions on where the ethical line of right and wrong falls. Sometimes it is intuitive, and in others, it needs to be taught. This is why classes in ethics exist in some form at the University-level. Most teach a theoretical form via their philosophy departments, and at the graduate school level, an ethics class in specific fields is considered mandatory to earn those letters at the end of your name.

However, are the concepts in these classes just being taught, or are they being grasped and utilized? It is a tough question to answer, but whatever the answer may be, there are signs that things are trying to shift more towards the latter. For example, when the Harvard Business School was searching for a new dean, they landed on faculty member Nitin Nohria, an individual renowned for his expertise in business ethics.

Throughout my career I’ve had clients ranging from those so consumed by ethics that they’re afraid to make a move (and consequently failed to connect), to those whom exhibit an irreverent mission to bend the rules on the ethical front. In my view, ethics in Marketing Communications covers a broad spectrum of good and bad. Content always rises like cream to the top of as far as importance. It’s wise to avoid negativity. Attack ads seem to work in the political arena, but they don’t translate well to the business world; stereotyping doesn’t work; deceiving is a bad idea (and an ugly practice). Most folks relate to transparency, empathy, honesty, respect of privacy and social responsibility. Genuinely caring about your customers is King. If you ever have doubt, just remember… good marketing is ethical marketing.

So, it would seem to your humble Merrill Communications Expert that old fashioned truth becomes the valued quality to strive for and achieve, and if you determine that to be your end goal, then you are in the ethical ballpark.

We could dissect and analyze this subject case-by-case (and maybe we will in future blogs) but in general, the answer seems painfully simple to me:

• Say what you mean.
  
• Say it truthfully without trickery.
  
• Be accurate, articulate, upbeat and positive.
  
• Care deeply about your prospects and customers.
  
• Avoid negativity and at all costs, steer clear of untruths.

Finally, replace thoughts of ethics being laborious, to those of it being a friendly guideline for good communications. It will serve your clients well.

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Tony Anzivino hails from the greatly misunderstood state of New Jersey. He's worked in Financial Shareholder Communications world from the age of 12, starting with Janitorial duties at his Father's firm. He likes biking, hiking and ketchup.