CIA 1

Ethics in Media
Name - Niharika Singh
SYMBA “B”
1020017

1. Imagine you're in a leadership role at Ben & Jerry's tasked with developing a marketing
plan that upholds the company's commitment to social justice and environmental
sustainability. How would you ensure that every aspect of your marketing strategy, from
flavor development to promotional activities, aligns with Ben & Jerry's ethical values and
resonates with socially conscious consumers?
Ben & Jerry's: Socially Conscious Scooping

As a leader at Ben & Jerry's, here's how I'd craft a marketing plan that reflects our commitment
to social justice and environmental sustainability, resonating with ethically-minded consumers:

Product Development:

● Flavor Innovation with a Cause: Develop flavors that celebrate social justice or
environmental heroes. Partner with NGOs to co-create flavors, with a portion of proceeds
supporting their work. (Ex: "Peace Pops" with the ACLU or "Clean Water Chunks" with
a water conservation organization)
● Fairtrade & Organic Sourcing: Prioritize Fairtrade certified ingredients that ensure fair
wages and working conditions for farmers. Increase organic sourcing to minimize
environmental impact.
 ● Sustainable Packaging: Explore compostable or recycled packaging options to reduce
waste and promote a circular economy.

Promotional Activities:

● Partnering for Progress: Collaborate with social justice and environmental

organizations on events, campaigns, and fundraising initiatives. Offer limited-edition
merchandise tied to these partnerships, with proceeds supporting the cause.
● Empowering Fans: Launch social media contests that encourage fans to share stories
about how they're advocating for social justice or environmental causes. Feature these
stories and the causes they represent.
● Community Scoops: Organize ice cream truck pop-ups in underserved communities or
at social justice rallies, offering free scoops and raising awareness about local issues.

Messaging & Storytelling:

● Humor with Heart: Maintain Ben & Jerry's signature humor, but use it to deliver
powerful messages about social justice and sustainability.
● Authentic Storytelling: Feature real people and organizations working for positive
change in marketing materials.
● Transparency & Impact Reporting: Clearly communicate Ben & Jerry's social and
environmental goals, and regularly report progress on achieving them.

Measurement & Evaluation:

● Go Beyond Sales: Track the social impact of campaigns alongside sales metrics.
Measure awareness raised for causes, social media engagement on social justice issues,
and participation in social justice events.
● Consumer Feedback: Conduct surveys and social media listening to understand how
consumers perceive Ben & Jerry's commitment to social justice and sustainability.

Examples:

● Flavor: "Justice ReMix" with proceeds for criminal justice reform, featuring stories of
formerly incarcerated people on the pint.
● Promotion: Partnering with a voting rights organization to offer a discount on Election
Day and encourage voter turnout.

By integrating social justice and environmentalism into every aspect of marketing, Ben & Jerry's
strengthens its brand identity as a force for good, fosters deeper connections with socially
conscious consumers, and creates a positive social impact while still producing delicious ice
cream.
2. What are data privacy issues? Picture yourself as a digital marketer at Apple explaining
this concept to your team. How would you define data privacy issues in the context of
online advertising, and what measures would you propose to mitigate its unethical use in
Apple's digital marketing ecosystem while prioritizing user privacy and trust?
Data Privacy Issues in Online Advertising: An Apple Perspective

As we know, user privacy is a core tenet at Apple. let's delve into data privacy issues within
online advertising and how we can navigate them ethically within our Apple ecosystem.

What are Data Privacy Issues?

Imagine a user browsing our App Store. In the background, trackers might be collecting data on
their search history, app usage, and even location. This data is then used to build detailed profiles
that advertisers can leverage for hyper-targeted ads. While relevant ads can be useful, unchecked
data collection raises several concerns:

● Lack of Transparency: Users often aren't fully aware of the extent of data collection or
how it's used.
● Loss of Control: Users have limited control over their data, making them feel like they're
being watched.
● Profiling and Discrimination: Inferences made from data might lead to biased ad
delivery, excluding users from opportunities.
● Data Security Risks: Collected data is vulnerable to breaches, exposing users to identity
theft or fraud.

Mitigating Unethical Use in the Apple Ecosystem

Here's how we, as Apple's marketing team, can prioritize user privacy while maintaining a robust
advertising platform:

● App Tracking Transparency (ATT): This existing framework empowers users to

opt-out of data tracking across apps. We can further amplify user education on ATT's
importance.
● Privacy-Preserving Ad Targeting: Explore contextual advertising that considers the
content a user is viewing rather than their personal data. This protects privacy while
offering relevant ads.
● On-Device Data Processing: Develop solutions where user data is processed solely on
their device, minimizing the risk of breaches and keeping control with the user.
● Clear and Concise Privacy Policies: Present information on data collection in a
straightforward, easy-to-understand manner.
● User Control Dashboards: Provide user-friendly dashboards where users can access,
download, and delete their data associated with Apple's advertising practices.
By prioritizing these measures, we can build trust with users. They'll appreciate transparency and
control over their data, making them more receptive to advertising within the Apple ecosystem.
This fosters a win-win situation – a thriving advertising platform built on a foundation of user
privacy.

This approach aligns with Apple's brand identity and resonates with today's privacy-conscious
consumers. Remember, in the world of online advertising, a strong reputation for data privacy is
a significant competitive advantage.

3. Justify why labor exploitation in the fashion industry is unethical and suggest an ethical
approach for addressing this issue at H&M. Imagine you're leading a discussion on supply
chain ethics and labor rights at H&M with your team. How would you articulate the ethical
implications of labor exploitation in the fashion industry, and what strategies would you
propose to ensure fair treatment of workers while maintaining competitiveness in the
market?
Addressing Labor Exploitation in H&M's Supply Chain

We a're focusing on a critical issue: labor exploitation in the fashion industry. H&M has a
responsibility to ensure ethical treatment of workers throughout our entire supply chain. Let's
discuss the ethical implications and brainstorm solutions to maintain competitiveness while
prioritizing fair labor practices.

The Unethicality of Labor Exploitation:

Exploiting workers is fundamentally wrong for several reasons:

● Basic Human Rights: Everyone deserves fair wages, safe working conditions, and
reasonable working hours. Exploitation violates these fundamental human rights.
● Power Imbalance: Workers in exploitative situations often have little to no bargaining
power, creating an unfair advantage for corporations.
● Sustainability Concerns: Exploitation is unsustainable. A demotivated workforce leads
to high turnover, poor quality products, and reputational damage.

Ethical Strategies for H&M:

Combating exploitation requires a multi-pronged approach:

● Transparency: Increase transparency throughout the supply chain. Partner with

independent auditors and publish regular reports on working conditions in factories.
 ● Living Wages: Commit to paying living wages that allow workers to meet their basic
needs and support their families.
● Empowerment: Collaborate with worker unions to give workers a voice in their working
conditions and safety standards.
● Sustainable Sourcing: Partner with factories that demonstrate a commitment to fair
labor practices. This might increase initial costs, but fosters long-term, reliable
partnerships.
● Consumer Education: Educate consumers about the ethical implications of their
clothing choices. Highlight H&M's commitment to fair labor to build brand loyalty.

Maintaining Competitiveness:

While ethical practices might come with initial costs, they offer significant long-term benefits:

● Reduced Risk: Exploitation can lead to boycotts and reputational damage, impacting
sales. Ethical practices mitigate these risks.
● Increased Productivity: Happy and empowered workers are more productive, leading to
higher-quality products and potentially offsetting cost increases.
● Attract and Retain Talent: A reputation for ethical practices attracts top talent within
the fashion industry.

Conclusion:

Prioritizing fair labor practices is not just ethical, it's good business. By embracing transparency,
ethical sourcing, and worker empowerment, H&M can be a leader in sustainable and responsible
fashion. This will ensure long-term success while upholding our responsibility to treat all
workers with dignity and respect.

Let's use this discussion as a springboard to develop concrete action plans. Remember, a
commitment to ethical labor practices is not just a cost, it's an investment in H&M's future.

4. Considering you are planning an ad campaign for McDonald's, which advertising

standards and guidelines would you consider while creating your ads? Put yourself in the
shoes of a marketing manager at McDonald's tasked with launching a new ad campaign.
How would you ensure that the campaign complies with advertising regulations, promoting
diversity, responsible eating habits, and community engagement in advertising practices?
Launching a Responsible McDonald's Ad Campaign:

As Marketing Manager at McDonald's, I'm excited to launch our new ad campaign! But before
diving in, I need to ensure it complies with advertising regulations and reflects our commitment
to diversity, healthy eating, and community engagement. Here's how I'd approach it:
Adherence to Regulations:

● Understanding Local Rules: Researching and adhering to advertising regulations

specific to the countries where the campaign will run. This includes restrictions on
claims, targeting practices, and content suitability. Resources like the Advertising
Standards Authority (ASA) in the UK or the Committee of Advertising Practice (CAP)
provide valuable guidance.
● Focus on Truthful Claims: Avoiding misleading claims about nutritional value or health
benefits. Highlighting fresh ingredients or balanced meal options is okay, but avoiding
exaggeration is key.

Promoting Diversity and Inclusion:

● Representation Matters: Featuring a diverse cast of characters in the ads that reflects
the communities McDonald's serves. This includes showcasing people of different races,
ethnicities, abilities, and family structures.
● Inclusive Language: Using language that is welcoming and avoids stereotypes.

Encouraging Responsible Eating:

● Balanced Choices: Showcasing menu options beyond just burgers. Highlighting salads,
wraps, or Happy Meals with healthy options like fruit and yogurt cups.
● Transparency on Nutrition: Providing clear and easy-to-understand information about
calorie counts or balanced meal options within the ad itself or directing viewers to a
website with detailed nutritional breakdowns.
● Portion Control: While showcasing delicious food, avoid promoting excessive portion
sizes. Focus on the satisfaction of enjoying a meal rather than overconsumption.

Building Community Engagement:

● Partner with Local Businesses: Collaborating with local farms or food suppliers in the
ads to showcase community partnerships and commitment to fresh ingredients.
● Highlight Community Events: Featuring local charities or community initiatives that
McDonald's supports within the campaign.
● Interactive elements: Consider incorporating interactive elements in the campaign,
perhaps through social media, to encourage participation and a sense of community
around the brand.

Maintaining Appeal:

● Humor and Positive Messaging: Humor is a great way to connect with viewers, but
ensure it's lighthearted and inclusive. Focus on positive messaging that promotes
togetherness, family time, or enjoying a convenient meal.
 ● Quality Production Value: High-quality visuals and engaging storytelling will keep
viewers' attention.

By following these guidelines, we can create an ad campaign that is not only effective but also
responsible and resonates with our customers. This approach strengthens brand reputation,
fosters trust, and positions McDonald's as a leader in mindful advertising practices.

5. Explain in detail different types of brand activism. Imagine you're conducting a

workshop on brand activism for a group of marketers at Patagonia. How would you break
down the various forms of brand activism, their implications for brand reputation and
social impact, and how Patagonia can ethically engage in activism to advance its mission of
environmental conservation and corporate responsibility?

Brand Activism Workshop: Patagonia Edition

Welcome, Patagonia marketers! Today's workshop dives into the exciting world of brand
activism. We'll explore different forms of activism, their impact on brand reputation and social
good, and how Patagonia can leverage its core values to create a positive environmental force.

Types of Brand Activism:

1. Cause-Related Marketing: Partner with NGOs to create limited-edition products or

campaigns. This directly raises funds for environmental causes and introduces a wider
audience to the partnered organization's work. Patagonia Example: Partnering with
Oceana on a line of recycled fishing gear, with a portion of proceeds supporting ocean
conservation efforts. Implications: Strengthens brand reputation for environmental
commitment, attracts environmentally conscious consumers, but relies on selecting
credible partners.
2. Advocacy Advertising: Utilize advertising to raise awareness about environmental
issues. This educates consumers and inspires action. Patagonia Example: Partnering
with filmmakers to create documentaries highlighting climate change, showcased through
social media advertising campaigns. Implications: Positions Patagonia as a thought
leader on environmental issues, fosters public dialogue, but requires careful messaging to
avoid greenwashing.
3. Philanthropy: Donating a portion of profits to environmental causes. This provides
direct financial support to NGOs working on the frontlines. Patagonia Example:
Establishing the Patagonia Action Works fund dedicated to environmental grantmaking,
with transparent reporting on how funds are allocated. Implications: Demonstrates
Patagonia's commitment to environmental action, builds goodwill with recipient
organizations, but requires strategic allocation of funds for maximum impact.
 4. Policy Engagement: Lobbying for environmental legislation. This influences policy
decisions and drives systemic change. Patagonia Example: Supporting grassroots
movements advocating for stricter regulations on plastic pollution, and providing
resources to policymakers crafting such legislation. Implications: Positions Patagonia as
a powerful advocate for environmental policy change, but requires navigating complex
political landscapes and potential backlash from opposing interests.
5. Business Model Integration: Build sustainability into core business practices. This
minimizes environmental impact throughout the company's operations. Patagonia
Example: Investing in research and development of recycled materials and low-impact
production processes. Implications: Sets Patagonia apart as a leader in sustainable
business practices, fosters brand loyalty among environmentally conscious consumers,
but requires continuous innovation and significant investment.

Ethical Considerations:

● Authenticity: Ensure all activism aligns with Patagonia's core mission of environmental
conservation. Avoid performative efforts that feel exploitative. Partner with organizations
that share Patagonia's values.
● Transparency: Be clear about activism goals and how Patagonia contributes. Publicly
disclose funding amounts and the impact of brand activism efforts. Publish annual
sustainability reports.
● Accountability: Track the impact of brand activism and report progress. Conduct
independent audits and encourage consumers to hold Patagonia accountable for its
environmental commitments.

By strategically engaging in these various forms of brand activism, Patagonia can amplify its
voice and create a powerful movement for environmental change. Remember, the key lies in
authenticity, transparency, and accountability. Together, we can leverage Patagonia's brand power
to inspire action and create a lasting positive impact on the planet.