Ethics is the only thing marketers should be talking about right now
If all the breathless 2023 predictions pieces are to be believed, this will be a watershed year for marketing in many ways, writes Storyation’s general manager and head of content and strategy Andrés López-Varela.
Whether from within or without, our profession seems to be under intense duress as the varied changes in consumer behaviour, moral expectations and corporate governance sparked by the pandemic, morph into something more specific for us.
Take, for example, the imminent reckoning for influencer marketing, or what seems like crunch time for environmentally vandalous advertising, the arrival of retail media on the scene as perhaps the first true threat to mainstream media in decades and, of course, ChatGPT (‘Skynet’s grandpa, as a mate of mine refers to it) and everyone alternately pretending to be totally ok with and losing their mind about it.
Source: Microsoft
Regardless of the predictions and trends we’ve been reading about for the past few months, there seems to be a golden thread running through what awaits us in 2023: ethics.
