Ethics

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.4

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The fourth of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 4. Sustainability and Purpose Driven Marketing.

No longer a subject you can only pay lip service, Sustainability and Purpose-Driven Marketing in 2025 has evolved from a nice-to-have initiative to a core business imperative, as consumers increasingly align their purchasing decisions with their values. Successful digital marketing strategies now integrate environmental and social responsibility throughout their messaging, backing up claims with transparent reporting and measurable impact data. Companies are leveraging digital platforms to showcase their sustainability journey, from carbon footprint tracking to ethical supply chain practices, while maintaining authentic communication about both achievements and challenges. The focus has shifted from simple green messaging to comprehensive purpose-driven narratives that encompass environmental stewardship, social justice, and ethical business practices. This transparency extends to regular sustainability reports, behind-the-scenes content, and real-time impact tracking, all shared through digital channels. Success in this space requires brands to demonstrate genuine commitment through actionable programs and measurable results, moving beyond superficial “greenwashing” to create meaningful change that resonates with increasingly conscious consumers. The integration of sustainability into digital marketing strategy now demands a holistic approach that connects purpose with profit, ensuring that environmental and social responsibility are woven into every aspect of brand communication and customer engagement.

So here’s more detail and ideas around Sustainability and Purpose-Driven Marketing:

Increased emphasis on environmental impact
– Carbon footprint tracking and transparent reporting of business operations
– Development of eco-friendly products and packaging solutions
– Digital-first initiatives to reduce paper waste and physical marketing materials
– Highlighting sustainable supply chain practices and improvements
– Investment in renewable energy and carbon offset programs
– Implementation of circular economy principles in product lifecycle
– Clear communication of environmental goals and progress metrics
– Partnership with environmental organisations and certification bodies

Transparent communication about sustainability initiatives
– Regular sustainability reports and progress updates
– Behind-the-scenes content showing sustainable practices
– Clear metrics and measurable goals shared with stakeholders
– Real-time tracking of environmental impact
– Honest acknowledgment of challenges and areas for improvement
– Educational content about sustainability efforts and impact
– Direct response to customer questions about environmental practices
– Documentation of the entire product lifecycle and its environmental impact

Focus on authentic brand purpose
– Clear articulation of company values and mission
– Alignment of marketing messages with actual business practices
– Employee advocacy and internal culture initiatives
– Community involvement and local impact programs
– Long-term commitment to social causes
– Integration of purpose into product development and innovation
– Measurable social impact goals and reporting
– Stakeholder engagement in purpose-driven initiatives

Consumer demand for ethical business practices
– Enhanced supply chain transparency
– Fair labour practices and worker welfare programs
– Ethical sourcing and procurement policies
– Commitment to diversity, equity, and inclusion
– Fair pricing and value transparency
– Data privacy and protection measures
– Community investment and support programs
– Regular ethical audits and certifications
– Response to social justice issues and advocacy

These elements are becoming increasingly crucial as consumers demand more accountability and responsibility from businesses.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.2

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The second of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 2. Privacy-First Marketing.

Privacy-First Marketing in 2025 represents a fundamental shift in how businesses approach digital marketing, driven by heightened consumer privacy concerns and stricter regulatory requirements. As third-party cookies become obsolete, successful marketing strategies now pivot around building trusted, direct relationships with customers and leveraging first-party data effectively. Organisations are investing in sophisticated Customer Data Platforms (CDPs) and implementing transparent data collection practices that prioritise user consent and control. This new landscape demands a more thoughtful approach to personalisation, where businesses must balance the desire for targeted marketing with respect for privacy preferences. Contextual advertising and cohort-based targeting are replacing individual tracking, while brands focus on creating compelling value exchanges that encourage voluntary data sharing. Success in this privacy-centric era depends on building trust through transparent communication, maintaining robust data security measures, and developing innovative ways to deliver personalised experiences without compromising user privacy. The emphasis has shifted from tracking users across the internet to nurturing direct relationships and leveraging owned channels, fundamentally transforming how businesses engage with their audiences.

Here is a more detailed break down of each aspect of Privacy-First Marketing:

Continued phase-out of third-party cookies
– Major browsers eliminating support for third-party cookie tracking
– Shift towards privacy-preserving alternatives for user tracking and measurement
– Need for new approaches to cross-site user identification
– Impact on retargeting and audience targeting capabilities
– Development of browser-based solutions like Google’s Privacy Sandbox
– Focus on contextual advertising as an alternative to behavioural targeting

Rise of first-party data strategies
– Building direct relationships with customers to collect owned data
– Creating value exchanges to incentivise data sharing (exclusive content, personalised experiences)
– Implementing robust data collection and management systems
– Developing customer loyalty programs to gather behavioural insights
– Focus on email marketing and owned channels
– Investment in Customer Data Platforms (CDPs) to unify first-party data
– Enhanced importance of user registration and account creation

Privacy-preserving advertising technologies
– Development of privacy-safe measurement solutions
– Adoption of clean room technologies for data collaboration
– Use of aggregated and anonymised data sets
– Implementation of differential privacy techniques
– Focus on cohort-based targeting instead of individual tracking
– Privacy-compliant attribution models
– Enhanced data encryption and security measures

Enhanced focus on building direct relationships with customers
– Investment in community building and engagement
– Development of owned media channels
– Creation of valuable content that encourages voluntary data sharing
– Focus on transparent communication about data usage
– Building trust through clear privacy policies and user controls
– Implementation of preference centres for personalisation
– Enhanced customer service and support to strengthen relationships

In summary, these changes are driving a fundamental shift in how digital marketing operates, moving from tracking-based approaches to permission-based marketing built on trust and transparency.

If you are interested in any particular application or to discuss how these new innovations might specifically benefit your business please contact me.

COMMENTARY: Your Job Is Safe, For Now.

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Today’s announcement from the Prime Minister that the U.K. Government will be investing heavily in AI tools to improve the productivity, efficiency and better use of taxpayers money got me thinking about what will be the result of this. On the face of it this sounds like a really positive step, but the heavy use of AI tools by a government to improve efficiency and outcomes in its departments could have significant effects. The government has targeted growth as the driver of fixing the British economy which is currently running at in excess of 100% Debt to Gross Domestic Product (GDP) which was just 70% in 2010. Here’s a pros and cons summary from the articles I’ve been reading today:

  1. Increased productivity and cost savings: AI could automate many tasks, potentially saving millions of labour hours and billions in annual costs. This could allow Civil Service and government workers to focus on more important tasks and provide services to the public faster.
  2. Improved public services: AI could enable personalised, predictive, and preventive services in areas like education, transport planning, and firefighting (topical with Los Angeles fires & Grenfell relevant), leading to better outcomes and higher productivity for citizens and private companies.
  3. Enhanced decision making: AI could improve governmental decision making and public service delivery by incorporating intelligent data analysis into organisational strategies.
  4. Economic benefits: Research suggests AI could boost productivity by up to 1.5 percentage points per year, potentially worth an average of £47 billion to the UK economy annually over a decade. The U.K. has poor productivity compared to other countries so these improvements are vital to our growth objectives and to significantly improve within the election cycle.
  5. Challenges in implementation and inertia: There’s a need to develop AI expertise among government workers and address potential negative mindset from users. Effective policies and regulatory frameworks are crucial to ensure responsible AI deployment and mitigate risks.
  6. Potential for job losses: While AI could create efficiencies, it may also lead to job losses in the civil service, requiring careful management and alternative career initiatives.
  7. Government responsibility: Secretaries of State are responsible for policy and outcomes good and bad. Decisions made by AI must be justified on a social and finance level.

My verdict.

Obviously in toto the idea is a no-brainer, but while AI presents significant opportunities for improving government efficiency and service delivery, it also introduces many complicated challenges that require careful consideration and management. The human face of the Civil Service is here for a while at least.
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Steve Coulter is a content creator and copywriter specialising in effective SME website content and conversion – with a lifetime interest in politics and economics.

BUSINESS: Core Values

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I have been thinking about core values. It seems contradictory that as values in public life have declined, hopefully now on the rebound, organisations such as the Financial Conduct Authority in the U.K. who are regulated by the government, have pushed forward with legislation to include fairness and good outcomes into members’ processes when dealing with customers. As well as widening the net as to who should be regulated. With good leadership it is not difficult to establish these into any business.

Here are some of the lifetime values embedded in my personal and business philosophy.

Equitable (fair and reasonable)
Aim for Great Outcomes
Transparent
Enthusiastic
Committed

A few more…
Non-negotiables e.g. Ethics & Honesty
Adaptable
Creative
Encouraging
Innovative
Collaborative
Motivated
Inquisitive & Learning

Do they align with yours? Feel free to message me with your thoughts and a few of your own.

Please take a look at my profile and get in touch if I can help you unlock the potential in your business. I specialise in Small & Medium Sized (SME) business improvement with nearly four decades experience in sales and marketing including e-commerce and finance brokerage.