who we are.
Alice Karolina (She/Her), Founder.
From Switzerland, based on Pender Island, BC, Canada
At 18 I was confronted with inequality in the most literal sense. I lived in a rich, gated community in La Paz (Bolivia) – separated from the slum a few hundred meters down the road by a piece of wood and an armed guard. Almost every night, people would die from mudslides because the houses of the rich were crammed onto the hill above.
Returning from Bolivia, my life was never the same. After a decade and a half of research into all possible avenues of relief work, I conceded that ‘relief’ would not come from a fix: a new well, a new school or a new community centre in an impoverished nation.
The only thing to do to create lasting change, is to look for the source of the inequality and break the system that creates the need for relief.
Unsurprisingly, the source is us – and our insatiable hunger for more. Try as we might to fight the urge …we were born addicted. Raised to want. Because being satisfied with what is right in front of us doesn’t generate profit.
And greener pastures are so easy to conjure. A dash of envy and a bit of urgency is all it takes to create a willing subject ready to eat out of our hands. If we listen to the chatter online; the better we are at hacking the minds of your people, the better we are at doing business.
But we lose sight of what is infinitely more important than profit: integrity, trust, creativity, relationships, community, our health, and the health of others. We forget that there is fallout to our insatiability – and we desperately need to remember for us to build an equal society.
I created the ethical move because I truly believe we can break the cycle by changing the way we sell. Even if not in my lifetime.
Dimitra Meghawaty (She/Her)
Bangladeshi, based in Singapore
My journey in the online space started in 2018 when I grew tired of working minimum wage jobs in Singapore (where I live) and wanted to build something of my own.
Like many new marketers, I was consuming what ‘marketing gurus’ were teaching and trying to use those tactics to help clients. I remember feeling out of place and deeply unsatisfied with what I was creating.
The more I delved into how we sell and utilise marketing tools, the ickier it felt. I was on the verge of quitting social media entirely because, as a consumer, I was tired of being manipulated and lied to.
It is hard to spot harmful systems when everyone around you participates in it and it is considered to be the norm.
Taking a step back and learning from mentors in the Ethical Marketing space has really helped me realise the unthinkable damage we can cause when we don’t use media responsibly.
Now, as a human-friendly marketer, I am imperfectly committed to building a business that reflects my personal values of empathy, honesty and love for the planet and its people.
I take the inside-out approach to marketing believing that any marketing plan should be reflective of one’s core values and in alignment with their being.
Being part of a movement like the ethical move has been a long term goal because advocating for change in a system that is deemed to be working fine by the majority is a scary task when done alone.
However, doing it with peers and as a collective makes it easier and catalyses impact!
Sabine Harnau (She/Her)
From Germany, based in Purmerend, Netherlands
Teaching language and literature in Scotland and Germany, I found that I naturally gravitated towards topics such as media literacy, the social psychology of fashion and the inner workings of marketing & advertising.
With no voice of their own and no obvious ethical marketing codex, teenagers were so vulnerable to the images thrown at them — with consequences ranging from eating disorders to blackmail, from shoplifting to depression.
I then spent a few years at a London-based consultancy, writing for over 70 iconic brands — some of which promoted values that I don’t share.
It was really during that time that I could no longer ignore the fact that people and planet will soon go to **** if we don’t get our act together.
- If we want to make sustainability the norm, we need sustainable communication.
- If we want people to take more responsibility, we need responsible communication.
- If we want to break down the barriers that keep us from working together, we need communication that connects — not divides.
That’s why I started my own copywriting practice, and why I joined the ethical move.
Because to stop climate change, save species from dying and make society more humane, we need a radical rethink.
And we need to get heard.
Anyonita Green (She/Her)
I’ve marketed it all from wedding favours to SAAS solutions at some of the UK’s most well-known brands. While the products and companies changed, the traditional marketing tactics stayed the same and the focus was all about using smarmy strategies and practices to convince people to buy things they could do without. What I found especially baffling was that the vicious circle that kept consumers reaching for their debit cards also created inequality amongst companies.
Social media marketing has become a pay-to-play arena where the companies with the biggest budgets pay to get in front of the most audiences while entrepreneurs and small businesses are left to struggle.
We can only achieve true equity and equality in marketing by ensuring our campaigns are diverse, represent all marginalised groups and that brands leverage their influence fairly and for good more than for profit.
Karen Webber (She/Her)
From South Africa based in Stockport, UK
I empathise with people who distrust marketers.
I’m not just a marketer; I’m also a consumer, and a pretty cynical one at that. I know all the tricks in the dark arts of marketing book, because I was taught them and I practised many of them.
I started Goodness Marketing in 2017. I knew I wanted to do marketing for goodness’ sake, which for me meant using my marketing skills to do and teach ethical marketing.
What we know nowadays as ethical marketing is the way I believe marketing was always intended to be.
It isn’t about manufacturing needs where they don’t exist, making people feel they have no choice but to buy from you right now, or using dark arts like charm pricing to get them to spend more.
A world where the business owners who operate with the highest levels of integrity, are the most prosperous. A world where meaningful business takes priority over the meaningless.
Ethical marketing puts people, sustainability and equality ahead of profits and at the heart of strategies.
And we’re stronger together.
That is why I joined the ethical move. I am still learning and by no means perfect, but if lots of us take imperfect steps forward, we can make real progress together.
Maria Arango Kure (She/They)
From Latin America, based in Jönköping, Sweden
Having studied and worked in marketing for the better part of the last decade I started becoming weary of a subject that was once fascinating and exciting. I saw companies and nonprofits alike prioritize metrics over people and be more concerned with hitting their target volume than with the quality of those interactions and the value they can provide, which gave me a grim outlook on the industry.
For this reason, I decided to start all over, go back to school and get a fresh new perspective. I believe firmly that marketing has the potential to be a force for good and for change in the world, but in order for that to happen we need to behave responsibly.
My goal is to help people and businesses alike realize that to be heard and successful we do not need to create noise; we need to create value.
I believe firmly that marketing is a powerful tool, and as such we can use it to improve the lives of those around us or to create harmful and toxic environments. It is possible to harness this tool in order to abide by the old adage of doing well by doing good.
make your move.
We need help bringing this into the world – learn more about how you can get involved.