Responsible Marketing matters
This is a big topic – broad, complex, and maybe a bit overwhelming. But it’s also incredibly important.
So, what is responsible marketing? In many ways, it feels like an evolution of marketing: a mindset shift, a change in how marketers approach their work, and a response to broader societal changes impacting marketing.
We’ve experienced this kind of shift before, with digital marketing. Although many still refer to it as 'digital marketing,' it’s increasingly seen as simply 'marketing', with digital embedded in everything we do.
Similarly, responsible marketing is now becoming an integrated, fundamental part of the marketing process, influencing how a brand engages with its audience (communication), what it stands for (authenticity), and how open it is with the audience (transparency). All of this has a big impact on how consumers see you and, more importantly, how they trust you.
And it doesn’t stop there. Responsible marketing also extends to how you build inclusive marketing teams with recruitment practices that prioritise diverse perspectives, making inclusivity a core element of your responsible marketing efforts.
Some see responsible marketing as sustainability + marketing. But that’s only part of the story. Yes, sustainability is key, but responsible marketing is also a mindset and a commitment to doing the right thing at every step, not just ticking a box. The ethical principles and commitment to environmental and societal impact should shape every decision. This can’t be an afterthought; it needs to be built into the very core of your marketing strategy.
The responsibility Journey
Locally, we’re seeing positive progress, particularly around climate pledges and reducing environmental footprints. However, with only 30% of SMEs in Northern Ireland actively considering the social impact of their decisions, there’s still more work needed to embed responsibility into all areas of decision-making, especially when it comes to social impact.
But what about customers? Helen Hepworth of Collective Stories believes that while organisations are getting better at making “the big responsible journey decisions” behind the scenes, such as reducing waste or improving the transparency of supply chains, “what they can do better at is bringing the customers along on this journey”.
This is where marketers can play an important role, not just by communicating sustainability and social impact efforts; but by actively driving positive behaviour change. By getting customers involved and helping them to see why making more sustainable choices fits into their lives and feels right. By educating customers, motivating them to act and making those choices feel relevant and rewarding, marketers can make a significant impact.
The call for action
Consumers are making it clear: brands need to act responsibly. In fact, “69% of people in Northern Ireland prefer to buy products that have a more positive environmental and social impact”. So, it’s no longer a question of if responsible marketing becomes the norm, but when.
This growing demand is pushing marketers to take a fresh look at how they do things. Marketers must not only talk the talk but walk the walk. But the good news is that embracing responsible marketing doesn’t mean compromising critical goals like growth or retention. It’s about achieving them with integrity.
Don’t Tell Me. Show Me. authentically.
For marketers, this means shifting from promises to actions. Where the story told is backed by action taken. Today’s consumers aren’t just buying products; they’re buying the stories, impact and values behind them. And, more sceptical than ever, they want proof that brands are living up to their values.
This is where authenticity comes in. It’s not about using a cause as a marketing tool. It’s about genuinely committing to it. To avoid coming across as self-serving or insincere, the focus should always be on the cause itself. Let your actions speak louder than your message. Show you care, don’t just talk about it.
Data to prove. stories that move.
So, how can marketers show authenticity? First by avoiding greenwashing - ensuring claims are backed up by concrete evidence, tangible actions and measurable results. Then it’s all about balancing transparency, storytelling, and consistency, summed up perfectly in the mantra "Data to Prove, Stories that Move," introduced by Helen Hepworth at the COM1 conference in March 2024:
- Transparency - provides credible data as proof of your brand’s actions and impact.
- Storytelling - engages your audience through meaningful emotional stories.
- Consistency – ensures your brand’s actions and messages remain aligned over time.
Let’s take a look at some local organisations that are leading the way with authenticity and making a real difference:
From Tradition to Action
Take Charlie’s Bar in Enniskillen as an example. Their viral 2023 Christmas campaign highlighted their long tradition of opening on Christmas Day to provide a warm welcome to anyone spending the holiday alone, all while raising funds for Age NI.
By genuinely addressing the issue of loneliness, Charlie’s Bar didn’t just talk about doing good, they showed it in action. This approach built trust and proved that their commitment to social issues went far beyond just marketing messages.
Building on the success of that campaign, this year’s focus is once again on reflection, connection and giving, with Charlie’s Bar opening its doors on Christmas Day with a Trad session in the evening.
From Transparency To Action
Visit Belfast’s “Changing the Menu. For Good” initiative is a great example of how transparency can drive real change. The campaign addressed food poverty, by teaming up with local venues, caterers and event organisers to make a real impact.
They backed up their words with action, showing a genuine commitment to social impact through open communication and community involvement.
By spreading their message through earned media, charity partners and local media, Visit Belfast proved they weren’t just talking about social causes; they were taking action.
This is responsible marketing, where Visit Belfast’s values consistently match up with its actions across the board, from marketing to operations. This kind of commitment doesn’t just build trust, it strengthens the brand’s reputation.
So, how are local marketers responding to responsible marketing? How is their marketing becoming more focused on social impact, sustainability, inclusivity and transparency? That’s the question we’ll be exploring at our upcoming CIM Ireland event on 5th February. It’s an opportunity to hear from a panel of local marketers who’ll share how they are embracing responsible marketing, and the challenges and opportunities they are facing. We’ll also hear from Alexis Eyre, co-author of the Sustainable Marketing Compass who’ll provide a broad perspective on the role marketing has played in sustainability challenges and how we can turn marketing into a force for good.
Marian Norwood
Chair CIM Ireland