Can marketing and digital communications within fast fashion be ethical?

There has been a lot of controversy over the ethics of fashion brands, particularly those in fast fashion. This is in relation to diversity and inclusivity, sustainability, and the treatment of workers. Some brands have faced a lot of criticism over their marketing campaigns not meeting Advertising Standards Authority (ASA) regulations. Regulations are important within marketing because it ensures the safety of the consumer, builds trust in brands, and complements the law (International Chamber of Commerce, 2022).

For marketing to be ethical it should encompass the following features:

• Being transparent, the campaign should reveal everything to the consumer. In fashion this would mean factors such as what the garment is made of, how it is made and where it is made.

• Data protection, GDPR laws stipulate that you cannot share consumer data; information collected should only be used within the company for reasons that benefit the consumer.

• Human rights compliance, marketing should not offend or segregate consumers, within fashion this could mean ensuring the campaign is diverse and inclusive.

• Sustainability, brands should make active efforts to be sustainable and show consumers support for their sustainability claims.

• Customer value, Marketing campaigns should be for the benefit of the consumer and bring as much value to them as possible.

(Study Smarter, n.d.).

The following posts delve into the marketing campaigns of fast fashion brands, H&M, Nike and Asos, where they look at whether marketing and digital communications can be ethical:

• H&M - Can fast fashion ever truly be sustainable?

• Nike - Leading the way for diversity and inclusivity

• Asos - From greenwashing to net Zero

Conclusion

There is a huge lesson that can be learnt from each one of these reports and that is consumers are now holding brands responsible. Each brand has faced backlash based on the claims they have made and have been forced into making changes. H&M are currently facing a lawsuit for greenwashing, Nike previously faced a lawsuit for sexual harassment and Asos previously faced a lawsuit, also for greenwashing. Consumers no longer allow brands to tell them lies or practice unethical processes. Just as H&M should have learnt from Asos’ previous lawsuit, all brands should learn from the mistakes of their competitors and actively try to be better. All three of these brands are making steps to improve themselves after being held accountable, hopefully they will all stick to their promises.

So, in what ways can marketing and digital communications be ethical? In terms of fast fashion, it is not one hundred percent clear on whether their marketing can be ethical. However, in order to make efforts to become ethical, they need to be honest and transparent. If they make claims, they need to be able to support them with fact. Consumers want to see evidence of claims they are making, especially when it comes to sustainability, diversity, and inclusion. The world is constantly changing to allow for a better represented demographic and these brands need to keep up in order to future proof themselves. They need to be adaptable, and they need to show wiliness to change. When fast fashion brands have accomplished this, then the consumer is able to decide whether they can shop there. Marketing and digital communications can be ethical, but the question still remains whether you can separate the ethics of a brand with the ethics of their advertising campaign.

References

International Chamber of Commerce (2022). THE BENEFITS OF ADVERTISING SELF-REGULATION IN ENSURING RESPONSIBLE AND COMPLIANT ADVERTISING. International Chamber of Commerce, 1(1), p.3.

Study Smarter (n.d.). Ethics in Marketing: Definition & Types | StudySmarter. [online] StudySmarter UK. Available at: https://www.studysmarter.co.uk/explanations/marketing/marketing-information-management/ethics-in-marketing/.