The purpose of the ethical move is to uncover the gray area of manipulation in marketing through shared knowledge and conversation.

Ultimately, we will create a new standard for ethical marketing based on what we discover in the process. We collect and share resources to broaden our horizons, deepen our knowledge of our industry, and learn how to market ethically. This list will continuously be added to as we expand and grow – with your help, of course.

*The ethical move team does not agree with every opinion, nor do we claim to have found the best resources on the subject.

yellow line

diversity + inclusion.

Conscious Style Guide | Website, Conscious Style Guide (Karen Yin)

AndHumanity Brand Inclusion Framework | Blog post, AndHumanity

Designing Websites with Diversity in Mind | Video, Bureau of Digital Design

City of Oshawa’s Inclusive Language Manual | PDF, City of Oshawa

Woke Washing: How purpose driven marketing is being hijacked | Blog post, Mark Schaefer

Woke Washing: How to avoid it or make it right after getting it wrong | Blog post, AndHumanity: Adeline Huynh

Directory of Black Copywriters | Website, no source apparent

Where are the Black Designers | YouTube Channel, collective of Black designers

Black Remote She | Website (job directory), Black Remote She

Idealist | Website (job directory), Idealist / Action Without Borders

TransWork | Website (job directory), committee of trans-identified IBA members with support from Independence Business Alliance staff

Anti-Racism Design Resources | Google Sheet, SPACE INDUSTRIES x ELL x Design As Protest Collective

Marketing and advertising news for Diversity | Online Magazine, The Drum

How to make your company LGBTQQIA+ friendly and inclusive | Blog post, From Scratch

Feminist Principles of the Internet | Website, Association for Progressive Communications (APC)

Style Guide | Website, Trans Journalists Association

10 Elements of a Good Company Statement in Solidarity with Black Lives |Website, All Things Equitable


Creating a disability-smart world together | Website, Business Disability Forum.

aCe web accessibility testing | Website (find out if your website is ADA & WCAG compliant), accessiBe LTD


sales + ethics.

Don’t Buy Now! | Free PDF, Heart of Business

Smashing Print #1: Ethics & Privacy | eBook, Smashing Media

Codes of Conduct / AMA Statement of Ethics | Website, American Marketing Association

Ethical Markets | Website (directory), Ethical Markets Media

Social Responsibility and Ethics: Sustainable Marketing (Chapter 4) | PDF, Philip T.Kotler

Ethical Marketing for Facilitators | Vimeo Showcase, Ethical Marketing Day

Nudging vs. Covert Persuasion: Are Your Marketing Tactics Ethical? | Blog post, Better Marketing on Medium: Steve Genco

A Framework for Assessing Immorally Manipulative Marketing Tactics | Sher, S. A Framework for Assessing Immorally Manipulative Marketing Tactics. J Bus Ethics 102, 97–118 (2011)

Digital Best Practice | Website, Ada Lovelace Institute

tech + design.

Click! How to Encourage Clicks Without Shady Tricks | Hardcover + eBook, Smashing Media (Paul Boag)

Dark Patterns | Website, created by Harry Brignull, edited by Alexander Darlington

The Ethical Design Handbook | eBook, Smashing Media (Trine Falbe, Martin Michael Frederiksen and Kim Andersen)

Ethical OS Toolkit | Free PDF, Institute For The Future, Digentel Lab, Omidyar Network

Data Ethics Canvas | Various, Open Data Institute

Ethical Explorer Pack | Free PDF, Omidyar Network

The Ethics of Behavioral Design | YouTube presentation, David Evans

A Human Rights Centered Design Curriculum & Methodology | Caroline Sinders and Natalie Cadranel

Ethical Tech Alternatives + Resources | Directory,

Alex bot for Slack (Catch insensitive, inconsiderate writing) | Tech, @wooorm

Design a Feminist Chatbot |Online Course, UAL Creative Computing Institute (CCI) and Institute of Coding

Vector Vault | Website, Volunteer group with a project grant from APIRG (Alberta Public Interest Research Group).

50inTech | Website and Online Community, 50inTech

coming soon.

We’re working on a glossary of tactics and how to use them ethically.

There is so much to unpack!

Please let us know if you’ve discovered resources we should add to this list.

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