Ethics in marketing: The quest for equity, diversity, and inclusion

Can business and marketing practice be ethical in its entirety? The purpose of this chapter is to understand ethics in relation to marketing, examining theoretical bases and critical cases that provoked enormous controversy and sanctions. Ethics issues in marketing stem from an unconscious bias caused by equity sensitivity and certain manifestations of particular dimensions of diversity with low levels of inclusion. Notwithstanding equity, diversity, and inclusion studies stressing ethics and moral value, critically linking theories with practical issues is needed to promote good practices in marketing and business. Ethics in business and marketing improve decision-making and operations while creating credibility and satisfying stakeholders. For businesses, remaining ethical and having it entrenched in the culture of the organisation is a necessity to balance stakeholder interest. The chapter provides a window of opportunity for marketers and business practitioners to acquaint themselves with marketing ethics failures and regulatory responses.