MKM127-Chapter 3 Ethical Marketing — Transcript

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1. 0:02Good day class. We are now heading to
2. 0:03the last
3. 0:05chapter under chapter 3 expanding
4. 0:08ethical marketing and consumer awareness
5. 0:12under SDG1 which is responsible
6. 0:15consumption and production.
7. 0:22So for our learning outcomes you are
8. 0:25expected at the end of this chapter to
9. 0:27understand ethical
10. 0:29advertising recognize and prevent green
11. 0:31washing educate consumers on sustainable
12. 0:35choices and apply ethical marketing for
13. 0:38sustainability.
14. 0:41So first is what is ethical advertising?
15. 0:44So ethical advertising is a marketing
16. 0:46approach that prioritizes honesty,
17. 0:48sustainability and consumer wellbeing
18. 0:51over profit driven manipulation. So in
19. 0:53the context of SDG12 which is uh
20. 0:56responsible consumption and production
21. 0:59ethical advertising plays a role in
22. 1:01encouraging consumers to make inform and
23. 1:04sustainable choices. So this means that
24. 1:07this is marketing strategies that should
25. 1:09be or marketing strat should be
26. 1:11transparent, fruitful and encourage
27. 1:13sustainable consumer behavior rather
28. 1:15than misleading or exploiting people for
29. 1:19profit. So in honesty, in advertising,
30. 1:22so this means uh avoiding false claims
31. 1:26or in-exaggerate natin yung benefits
32. 1:28that we can get for a product. So yung
33. 1:31ASC or ad standard council, they are the
34. 1:35one who regulates advertising content to
35. 1:38ensure truthfulness and fairness. So for
36. 1:41example in year 2022 yung DTI or
37. 1:45Department of Trade of Industry uh they
38. 1:48warn the companies that uh
39. 1:51ah against misleading ecofriendly claims
40. 1:54no. So some brands falsely label their
41. 1:57products as 100%
42. 2:00biodegradable. But the truth is some
43. 2:03parts lang nung packaging nila ang
44. 2:06sustainable. So ethical advertising
45. 2:08would require clear labeling and factual
46. 2:11information. So when it comes to
47. 2:13sustainability promotion, so brands or
48. 2:16companies
49. 2:18advertising to encourage ecofriendly
50. 2:20purchasing decision and responsible
51. 2:22waste management. So yung human nature a
52. 2:25brand, Pilipino brand
53. 2:28in personal care brand promotes
54. 2:31ethically sourced biodegradable and
55. 2:33cruelty free product. So they marketing
56. 2:36their marketing campaigns emphasizes uh
57. 2:39sustainable farming, plastic free
58. 2:41packaging and support for local
59. 2:44communities. When it comes to consumer
60. 2:47wellbeing, so ethical advertising uh
61. 2:50ensures that uh their ads uh promotes
62. 2:53product that contribute positively to
63. 2:55consumer health and overall wellbeing.
64. 2:58So it uh it discourage manipulative and
65. 3:03harmful marketing strategies. So for
66. 3:06example uh in our government the
67. 3:08Philippine government has strict
68. 3:10regulations on tobaco and alcohol
69. 3:12advertising. So yung Tobacco Regulation
70. 3:15Act of
71. 3:152003 limit cigarette promotion to
72. 3:18protect public health. So ethical
73. 3:20advertising is this in this sector
74. 3:23prioritizes consumer awareness over
75. 3:25profit. So hindi niyo napapansin ma
76. 3:28halos wala ng ah advertising when it
77. 3:31comes to tobacco compared to the early
78. 3:35and late 1990s na ah sikat na sikat ang
79. 3:39mga sigarilyo. And when it comes to
80. 3:41social responsibility in advertising, so
81. 3:44many Philippine brands integrate
82. 3:47advocacy into their marketing efforts to
83. 3:50sustain uh to drive sustainable
84. 3:53practices and responsible consumption.
85. 3:55So yung uh SM Supermalls Green Movement
86. 3:59campaign, they promote ecofriendly
87. 4:01shopping by encouraging Customers to
88. 4:04bring reusable bags and participate in
89. 4:07waste management program. So their ads
90. 4:10highlights the importance of producing
91. 4:11plastic waste. Kaya nga nauso yung mga
92. 4:15eco-friendly o echobag na tinatawag
93. 4:21natin. Next is the key aspects of
94. 4:25ethical advertising. First is
95. 4:27transparency. So transparency in
96. 4:30advertising ensures that business
97. 4:32provides uh clear,
98. 4:37honestally regarding sustainability
99. 4:40claim. So kanina nabanggit natin yung
100. 4:42human nature 'di ba? So their advertis
101. 4:46advertisement empatizes 100% no harmful
102. 4:50uh chemicals uh and they avoid
103. 4:53misleading green washing tactics. So
104. 4:54this allows consumers to make well
105. 4:57informed choices about the environment
106. 4:59impact of their purchases. Next is
107. 5:02sustainability focus
108. 5:04messaging. So this approach promotes
109. 5:07products that prioritize longevity over
110. 5:10disposability. So encouraging consumers
111. 5:13to choose sustainable alternatives. So
112. 5:16again sa SM no sa mga so sa SM Malls
113. 5:20especially sa ah ano just in SM actually
114. 5:25regardless with it a department or iyung
115. 5:27supermarket natin so they still have the
116. 5:29green movement that promotes
117. 5:32use of reusable shopping bags iyung mga
118. 5:34ating echobag ano then marketing their
119. 5:37marketing campaigns highlights waste
120. 5:39reduction and ecoonscious choices
121. 5:42shifting consumer's behavior towards
122. 5:44sustainability sustain sustainability.
123. 5:46Third is consumer empowerment. So
124. 5:49empowering consumer means providing them
125. 5:52with knowledge and ethical choices. So
126. 5:56uh this enable them to support
127. 5:58businesses that align with their value.
128. 6:00So for example uh yung coffee chain from
129. 6:03promoting reusable cups. Ito yyung
130. 6:06Starbucks and iyung bow coffees. They
131. 6:08offer discounts to customers who will
132. 6:12bring reusable tumblr. So this
133. 6:14advertising strategy strategy not only
134. 6:17encourages sustainable practices but
135. 6:18also educate consumers on reducing
136. 6:21single use plastic or paper
137. 6:30cups. So ethical advertising is not your
138. 6:33a cup of tea. No ibig sabihin hindi siya
139. 6:34ganon kasimple. We also faces challenges
140. 6:38like balancing profitability with
141. 6:40sustainability messaging. So business
142. 6:43must ensure that their sustainability
143. 6:45efforts are financially viable while
144. 6:48promoting ecofriendly products. So many
145. 6:50sustainable products are perceived as
146. 6:53expensive um making it difficult for
147. 6:56companies to convince price sensitive
148. 6:58Filipino consumers to make the switch.
149. 7:01Okay. Sa yung human nature na Filipino
150. 7:03brand no. So they balance the
151. 7:06sustainability over affordability. While
152. 7:09their use ethically source ingredients
153. 7:11and biodegradable packaging, they also
154. 7:14offer competitive pricing. So their
155. 7:16marketing highlights cost effectiveness
156. 7:18in the long run making sustainability
157. 7:20same practical rather than just an
158. 7:22expensive choice. So ' ba mas
159. 7:24nakakatipid tayo when it comes to
160. 7:26product that we can use in a long run
161. 7:28rather than single products. Next
162. 7:32challenge is overcoming consumer
163. 7:34skepticism.
164. 7:36So because many Filipino consumers
165. 7:38assume uh sustainability claims are just
166. 7:41marketing gimmicks no especially with
167. 7:43the rise of green washing or false or
168. 7:45misleading sustainable themes. So later
169. 7:48on we go to discuss green washing. So
170. 7:50brands must prove their commitment
171. 7:52through transparency and
172. 7:54accountability. So for example we have
173. 7:56the plastic bank which caus partners
174. 7:59with companies like Nestley and
175. 8:02Coca-Cola. So they uh they take plastic
176. 8:05waste by giving incentive to communities
177. 8:07that they collect or that collect and
178. 8:09recycle plastic. So instead of just
179. 8:11advertising the sustainability efforts,
180. 8:14they engage local communities
181. 8:16demonstrating real world impact and
182. 8:18making their claims credible. So ito
183. 8:21'yung mga ah programs especially noung
184. 8:24may mga companies tayo locally na nag
185. 8:28ah program or contest na they can doun
186. 8:32sa mga communities iniinvolve nil
187. 8:34communities na if they can reuse or
188. 8:37recycle they can receive prices or
189. 8:40discounts no or mga coupons no next is
190. 8:44educating consumer without
191. 8:47m ah overwhelming them ano No,
192. 8:50overwhelming them with information. No,
193. 8:52so because many Filipinos are unfamiliar
194. 8:55with sustainability concepts but too
195. 8:58much technical information can be uh
196. 9:00confusing or discouraging. So parang ang
197. 9:03hirap namang intindihin ni huwag na lang
198. 9:04doun na lang tayo sa simple at madaling
199. 9:06intindihin. So companies must strike
200. 9:07balance between educating and engaging
201. 9:10their audience. So for example yyung
202. 9:12brand na bio ' ba pamilyar naman kayo sa
203. 9:14bio. So it's a Filipino fashion brand
204. 9:16that promotes uh slow fashion and
205. 9:19sustainable fabrics. So instead of using
206. 9:22complex environmental data in their ads,
207. 9:24they focus on storyting. So marami naman
208. 9:27yan kahit hindi bio iung ibang companies
209. 9:30they showcase artisans, eltical labor
210. 9:33practices and public sources. So this
211. 9:36emotional appeal makes sustainability
212. 9:38more relatable and digestible or
213. 9:43acceptable for
214. 9:46consumers. On ah kanina pa natin
215. 9:49nababanggit yyung green washing. So what
216. 9:50is green washing? So it occurs when a
217. 9:52company falsely presents itself or its
218. 9:55products as environmentally friendly. So
219. 9:58misleading consumers into believing they
220. 10:00are making sustainable choices. So this
221. 10:02practice erodes consumer trust and
222. 10:04undermines genuine sustainability
223. 10:07sustainability effort. So ah green
224. 10:10washing happens when iyung isang company
225. 10:13ay misleading consumers by uh
226. 10:18advertisement na nagke-claim sila na
227. 10:21their brand or their product are
228. 10:23ecofriendly or sustainable. No. So first
229. 10:27is the rice of paano nga ba siya
230. 10:29nagsimula do? So the rice of green
231. 10:31washing in our country. So maraming
232. 10:33Filipino consumers ah na nagiging the
233. 10:36later years na naging ecoconscious no so
234. 10:40companies increasing so this leads to
235. 10:43companies no na mina-market nila product
236. 10:46nila or ina-advertise nila yung product
237. 10:47nila na green natural and biodegradable.
238. 10:51So some brands are exaggerated or
239. 10:54falsely. claims without actual
240. 10:57sustainable
241. 10:59practices. So for our example, yan nga
242. 11:02yung may mga nagl-label na yung kanilang
243. 11:05product orung kanilang packaging is 100%
244. 11:08biodegradable but in reality some
245. 11:10components lang naman yyung ah
246. 11:13biodegradable.
247. 11:15So again
248. 11:17in ah ano ba yung impact nito when it
249. 11:20comes to our government or to our
250. 11:22country? So the impact of green washing
251. 11:25because uh it directly uh affect
252. 11:30consumer distrust. Unang-una na ung ah
253. 11:33pagkawala ng uh confidence of our
254. 11:37consumer. So when false sustainability
255. 11:39claims are exposed especially no pag
256. 11:41nalaman na yan ng tao kahit naman kayo
257. 11:43when pag na-experience niyo na yung
258. 11:45ganito you will be more uh skeptical of
259. 11:49all eco-friendly marketing including
260. 11:51legitimate ones. So nadadamay actually
261. 11:54yung mga um businesses or marketing
262. 11:57campaigns na totoo naman. Then it's also
263. 12:00it also hinders uh genuine uh efforts.
264. 12:05So some companies to invest in
265. 12:06sustainability sustainability uh that uh
266. 12:10suffer as green washing creates
267. 12:12confusing confusion in the market. next
268. 12:15is regulatory crackdown when government
269. 12:18agencies like DTI and ASC are becoming
270. 12:22strict stricter with green marketing
271. 12:24claims.
272. 12:31Okay. So how we combat or how we can
273. 12:34fight green washing first is we can use
274. 12:36a third party certification. So
275. 12:39independent
276. 12:40certifications uh such as fair trade or
277. 12:43FSC forest stewardship council LED all
278. 12:46leadership in energy environmental
279. 12:48design or energy star so they add
280. 12:51credibility to sustainability claim so
281. 12:54this certification ensures that a
282. 12:56company meets specific environmental and
283. 12:59ethical standard so just to have a local
284. 13:02example ' ba meron tayong green metrics
285. 13:05sa ating college. So it is a third party
286. 13:08actually na nag
287. 13:12um nagi-i-implement or actually nagi
288. 13:16i-screen no. So same with nagi-screen sa
289. 13:19mga universities that we follow certain
290. 13:23parameter parameters na pwede tayong
291. 13:26ma-applyan ng stars ' ba pag sa mga
292. 13:28hotels pagka three stars, five stars
293. 13:30talagang ah they
294. 13:34are ah matataas na quality no high
295. 13:37quality hotel. So same with green
296. 13:39metrics no. So when it comes to green
297. 13:41washing yan. So yung ah yung
298. 13:45mga ah institutions or organization like
299. 13:49iyung F Trade FSC and LED and Energy
300. 13:52Star para sila nagre-regulate or
301. 13:54nagbibigay ng grade yan actually ng
302. 13:57grade na this type of uh product or
303. 14:02company is uh really following uh this
304. 14:07sustainable sustainability or being
305. 14:09environmental friendly. Okay, next is
306. 14:12life cycle transparency. So companies
307. 14:15should disclose the entire environmental
308. 14:17impact of their products uh from raw
309. 14:20material sourcing to disposal. So this
310. 14:23prevents misleading marketing uh that
311. 14:26only highlights green aspect while
312. 14:29ignoring ignoring harmful production
313. 14:32process. So 'di
314. 14:34ba kahit naman sinong company they can
315. 14:37label their products down 100% the
316. 14:39biodegrable or
317. 14:41uh ah sustainable or supports local uh
318. 14:45communities but in reality that uh they
319. 14:48show they need to be transparent na
320. 14:51paano ba nila nakuha iyung raw materials
321. 14:53hanggang sa pagdi-dispose ng mga
322. 14:57ah after
323. 14:59producing the products no in disposal
324. 15:00ano again uh with the Philippine uh
325. 15:05brand or company na bio no so they
326. 15:08practices life cycle transparency by
327. 15:11opening sharing or openly sharing
328. 15:13information about its materials paano ba
329. 15:17ginagawa iyung ethical labor and
330. 15:19sustainable production no so the company
331. 15:21educates customers on where its fabrics
332. 15:24come from and how they are produced
333. 15:27reducing skepticism about green washing
334. 15:30so third um strategy that we can use is
335. 15:34regulatory compliance. So yan so uso
336. 15:36naman siya sa government natin no that
337. 15:38we have regulatory bodies that uh
338. 15:42enforce strict loss to ensure companies
339. 15:45sustain
340. 15:47substantiate uh that they have this
341. 15:50security security sorry sustainability
342. 15:52claims no katulad lang nung DTI and yung
343. 15:56ASC.
344. 15:58Uh next is yung consumer education. So
345. 16:00companies should provide fact based
346. 16:02explanation of their
347. 16:04sustainability efforts rather than using
348. 16:06vo terms ecoriendly and green. So
349. 16:09transparency in marketing prevents mean
350. 16:12information and of course build CR. So
351. 16:15let's just show us educate our customers
352. 16:19not just by
353. 16:21falsely claiming or labeling our
354. 16:23products or our marketing campaigns na
355. 16:25tayo ay eco-friendly or going
356. 16:31greed. Okay. So in the era of internet
357. 16:34and social media. So what is the role of
358. 16:36technology in preventing green washing?
359. 16:39So napakadali na kumuha ka kasi ng
360. 16:40information when it comes to uh this
361. 16:43era, no? So we have blockchain and AL
362. 16:46power tracking system that allows
363. 16:48companies to prove their sustainability
364. 16:50claims through digital transparency. Yun
365. 16:52nga, madali na natin siyang i-research
366. 16:54actually no, ano ba talaga onong
367. 16:57product na to? Saan ba siya gawa? And
368. 17:00platforms like uh Provenance and IBM
369. 17:03food trust are being used to verify
370. 17:06products origins ensuring companies can
371. 17:08back up their marketing claims with
372. 17:10verifiable data. So by using third party
373. 17:13platforms no katulad nung IBM. So
374. 17:16katulad din sa mga actually 'yung VPAD
375. 17:19'di ba mayung SEC mayro'n silang
376. 17:21official website that you can check the
377. 17:24credibility nung company or nung product
378. 17:27or nung gamot. So when it comes
379. 17:30to
380. 17:32Philippines madali naman siyang tanong
381. 17:35pagka madaling malaman actually if we
382. 17:38are ah we want to have information about
383. 17:42a certain product or they claim that
384. 17:44they are organic or they are fairly
385. 17:47traded actually no kung ano yung mga ah
386. 17:50saan siya galing katulad kanina na
387. 17:52discuss natin on outsourcing ng raw
388. 17:55materials and for the disposal paano Ano
389. 17:58ba nangyayari when it comes to
390. 18:02production? Next is educating consumers
391. 18:05about the environmental impact of their
392. 18:07choices. When it comes to consumer
393. 18:09education, it's essential for shifting
394. 18:12behaviors toward responsible
395. 18:13consumption. So many consumers want to
396. 18:16make ethical choices but lack the
397. 18:18knowledge to do so. So companies,
398. 18:20governments and advocacy groups must
399. 18:23work together to provide clear and
400. 18:25accessible information.
401. 18:31What methods can we use for
402. 18:35um educating our consumer? First is yung
403. 18:38echolabels and certification. So we have
404. 18:41Philippine Organic certification. So in
405. 18:44the Philippines we have organic
406. 18:46agriculture act or RA uh 10068 that
407. 18:50promotes organic farming and uh products
408. 18:53certified by the BFAR o sorry ng BAPS or
409. 18:58Bureo of Agriculture Fishery Standards
410. 19:00that receive the Philippine National
411. 19:02Standard Organic Label. So for example
412. 19:05the brands like Ecostores and down to
413. 19:08Earth use this echolabels to help
414. 19:11consumers identify truly organic or and
415. 19:14sustainable products. Next is digital
416. 19:16awareness campaigns by local
417. 19:18sustainability advocacy. So because many
418. 19:21Filipinos brands and NGOs use social
419. 19:24media and digital platforms to educate
420. 19:26the public sustainable living. So yung
421. 19:30plastic free Philippines na awareness
422. 19:31campaign on reducing plastic uh plastic
423. 19:35waste then iyung mga brands like
424. 19:38SP or CPH that promote sustainable
425. 19:41straws and battles through interactive
426. 19:44online content. Third method is iyung
427. 19:47product impact information.
428. 19:49So some Filipino companies provide
429. 19:52environmental impact data on their
430. 19:54product packaging detailing the carbon
431. 19:56footprint recyclability and water usage.
432. 20:00So yung human nature again ah isa na na
433. 20:03kung nare-recall niyo is listed they
434. 20:06list biodegradability information on
435. 20:08this packaging ensuring customers uh
436. 20:11know the environmental impact of their
437. 20:13purchase. Last is yyung sustainability
438. 20:16challenge challenges and
439. 20:19gamification no so this is a
440. 20:21necofriendly apps and rewards actually
441. 20:23so reward based apps and challenges can
442. 20:26motivate Filipinos to adapt sustainable
443. 20:29habits by using the trash to cashback
444. 20:31program ng basic environmental system
445. 20:33and technologies rewards users uh with
446. 20:37environmental points or
447. 20:40epischange for recyclables like plastic
448. 20:43bottles or paper or cartons which can be
449. 20:47converted into grocery and
450. 20:49transportation vouchers. So why this
451. 20:52matters in our country actually? So this
452. 20:54method empower Filipino consumers to
453. 20:56make sustainable choices. Ba uh we
454. 20:59already discuss in multiple
455. 21:02uh ah subjects na not uh every or not uh
456. 21:08raw materials are
457. 21:12uh not all raw materials are unlimited
458. 21:16ba. Kaya we are now shifting to be
459. 21:19sustainable. So by reducing
460. 21:21environmental harm caused by plastic
461. 21:24pollution, waste and irresponsible
462. 21:26consumption. So this aligned with the
463. 21:28Philippines commitment to SDG12
464. 21:31particularly uh in this
465. 21:34uh goal na yung responsible consumption
466. 21:37and production. So by leveraging this
467. 21:40consumer education strategies we
468. 21:43Filipino and other Filipino brands and
469. 21:45organizations can drive sustainability
470. 21:47awareness and action in our
471. 21:52country. So that's the end of our
472. 21:54discussion under chapter 3. So if you
473. 21:57you can now raise your queries, question
474. 21:59and clarification by raising your hand.
475. 22:03So, thank you for those who listen for
476. 22:05today and are present for today.