In the confectionery industry, ethical concern entails moral judgment of what is appropriate and what is not. Rozuel (2016, p. 295) shows that ethical behavior practices result in various benefits to an organization. Some of the benefits constitute attracting consumers to an organization’s products, attracting more investors, keeping the firm’s share price high, and safeguarding the company from takeover (Peris-Ortiz et al., 2021, 45). In the case of Mars, the firm can consider itself ethical since, in its main principles and ethical guidelines, it encourages healthy lifestyles and discourages excessive consumption. Based on virtue ethics theory, decision-makers have the mandate of understanding that what entails virtue is good for the public and public relations, and decisions made consider the specific virtues (Donal, 2018, p. 78). Mars ensures every creative media activity aligns with ethical guidelines through the marketing code. The management understands that every code of practice is essential in its decision to safeguard its consumers (WARC Event Report, 2019). That is the reason the company prides itself on having ethical marketing credentials.
Mars’s approach in ensuring its business is responsible is adequate to the firm. By joining the Global Alliance for Responsible Media, Mars has achieved the ability to drive cross-industry efforts to encourage the best digital marketing practices. Moreover, not only has the approach facilitated the encouragement of healthy lifestyles and discouraged excessive consumption, but it has also banned the use of licensed characters or celebrities that appeals to children under 12 years (WARC Event Report, 2019). Despite this group of consumers occupying 25 percent of the firm’s audience, the company has been careful in ensuring no communication targeting the audience is placed on digital channels. Moreover, the organization is keen to evolve its approach to warrant its performance complies with the marketing principle’s framework.
Reference List
Donal, P. (2018). Disasters: Core Concepts and Ethical Theories. OAPEN (Open Access Publishing in European Networks). Springer International Publishing.
Peris-Ortiz, M., Marquez, P., Gomez, J. A., & Lopez-Sieben, M. (2021). Progress in ethical practices of businesses: A focus on behavioral interactions. Springer
Rozuel, C. (2016). Book review: Johanna Fawkes, Public Relations Ethics and Professionalism: The Shadow of Excellence. Public Relations Inquiry, 5, 3, 295-297.
WARC Event Report (2019). ‘Mars makes the case for responsible marketing.’