If “values” isn’t the first word that comes to mind when you think about marketing, you’re not alone. Every year since 1976, the Gallup Organization has been asking consumers to rate the honesty and ethical standards of 21 professions, and each year marketers are stuck in the basement with car salespeople, politicians, telemarketers and lobbyists.
In the last poll, only 10 percent of respondents rated “marketing professionals” as having high or very high ethical standards. While we do believe that the bad reputation isn’t unfounded, we can only do our part by adhering to our own values, which we’ve outlined below.
- Always deliver value to clients, our audience and each other.
- Quality first. Quick and dirty may have its place – but it’s not here.
- Challenge convention. If the status quo were the answer, we wouldn’t be asking the question.
- Honesty and transparency support good decisions, and good decisions support success.
- Trust yourself and others. It makes every relationship more effective.