The Importance of Ethics in Content Strategy

Business and ethics – a complex relationship

Applied ethics addresses real-world issues – including business ethics, technology ethics, media ethics and digital ethics. These areas often overlap, particularly with the rise of AI and social media, blending concerns to navigate the complex modern landscape. Business and ethics are often seen as opposites that are incompatible. 

Such views are underlined, for example, by the quote from Alfred P. Sloan: “The business of business is business”. This idea suggests companies should not worry about ethical or moral issues in the period from which the quote originates. But as times and attitudes in society are changing rapidly, this view would meet with a lot of headwinds these days. Nowadays, businesses face a lot of pressure from society, including environmental groups such as Fridays for Future, to be more ethical. Initial approaches can be found in companies by taking actions such as the publication of reports on their corporate social responsibility and sustainability efforts.

Foundations for ethical action

In order to establish ethics in business in practice, the following approaches show how this can be made possible. Ethical principles are guidelines that direct moral actions. They are similar to values and help manage specific ethical concerns. Common principles include transparency, justice and fairness, non-maleficence (not causing harm) and responsibility. These principles are crucial for general business practices and technologies such as AI. 

There are also good reasons for businesses to care about ethics: Extrinsically, it can reduce risks and be seen as a form of risk management, improve public image and enhance corporate social responsibility. The main reason to be ethical is that it is the right thing to do, despite being harder to justify to businesses than tangible benefits. Value-based systems design helps integrate ethics into business by providing development teams with values to consider, ensuring ethical standards in their daily tasks.

Ethical behavior in content strategy

Ethical behavior in content strategy involves integrity, transparency and commitment to values, ensuring truthfulness and accuracy in communications while avoiding sensationalism and bias. For instance, a social media campaign for a healthcare company should substantiate claims with scientific evidence and avoid misleading promises. 

Ethical content strategy also encompasses the dissemination methods, steering clear of deceptive tactics like clickbait. Instead, it focuses on engaging audiences authentically through compelling stories that align with their values and aspirations. The following are two examples of companies that incorporate ethical aspects into their content strategy and communicate this comprehensively:

How TOMS aligns ethical values with content strategy

The shoe brand TOMS, founded in 2006, shows the synergy between brand values and ethical behavior in its content strategy by transparently highlighting its commitment to social and environmental causes. Rooted in its mission to improve lives, TOMS integrates this standard into every aspect of its business, from pledging one-third of its profits to mental health resources, equity initiatives and ending gun violence, to maintaining rigorous standards in its supply chain to combat forced labor. 

The brand’s storytelling, as seen on the impact section of their website, emphasizes their dedication to sustainability, diversity and inclusion, engaging consumers not just with their products but with the tangible positive impact these purchases make. Their annual impact report underscores a culture of accountability and continuous improvement, offering an authentic narrative that resonates with socially conscious consumers and reinforces their slogan “Wear TOMS. Wear Good”. This ethical framework not only builds trust and loyalty but also aligns with modern consumer values.

How Ben & Jerry’s advocates for social justice through storytelling

Ben & Jerry’s, an American ice cream brand founded in 1978, exemplifies the integration of ethical values into its content strategy by consistently promoting social justice, environmental sustainability and community engagement. The brand’s commitment to these principles is portrayed through its storytelling, which focuses on pressing issues such as climate change, racial equity and fair trade practices. 

Ben & Jerry’s leverages its platform to advocate for systemic change, using its website, social media channels and even packaging to communicate messages that extend beyond ice cream. For instance, their campaigns against racial injustice and support for environmental protection are prominently featured, demonstrating a deep-seated dedication to improving our society.

Additionally, the company’s transparency in sourcing ingredients and maintaining ethical business practices is highlighted in their comprehensive reports. This approach reinforces the brand’s mission to make a positive impact and resonates with consumers who value purpose-driven brands.

Ethical conflicts in (digital) communication

Moral challenges in communication go hand in hand with the rise of AI. As Gutounig and his colleagues highlight in the book “Health Care and Artificial Intelligence”: What is dangerous is not AI itself, but the unreflected use of it. 

One of the most significant challenges where people use AI without critical reflection and awareness of the consequences is the spreading of misinformation and disinformation online. This is evidenced by the prevalence of viral hoaxes and deep fake videos, which have the potential to mislead and misinform audiences. To illustrate this, consider the example of a news organisation grappling with a viral rumour about a public figure. Even in the face of intense pressure to break the story first, the ethical content strategist would prioritize accuracy over speed, verifying sources and corroborating information before publishing. They would additionally proactively empower their audiences to critically evaluate the content they encounter online.

The “right behavior” in content strategy

In order to align our actions with our values, even when faced with competing pressures, it is necessary to act in the “right way” in content strategy. This entails prioritizing the long-term interests of the audience and society as a whole over short-term gains. Furthermore, ethical content strategy requires humility and a willingness to listen and learn from diverse perspectives. 

In a world where cultural norms vary widely, sensitivity and cultural competence are not only important but also essential. This may entail consulting with a range of stakeholders and conducting comprehensive research to ascertain whether the (AI-generated) content resonates with the intended audience without causing harm or offence.

Conclusion

In conclusion, ethics in content strategy is crucial in today’s digital landscape. This article discusses the growing societal pressure for companies to adopt ethical practices. Ethical content strategy requires integrity, transparency, commitment to values and addressing challenges from emerging technologies such as AI. Prioritizing long-term interests, humility and diverse perspectives ensures that the content resonates authentically and responsibly with audiences.

Where to go from here #

• Ess, C. (2020). Digital media ethics (Third edition). Polity.
• Fabris, A. (2018). Ethics of Information and Communication Technologies. Springer International Publishing.
• O’Neill, K. (2018). Tech humanist: How you can make technology better for business and better for humans. 

References #

• Hagelstein, J. (2024). Ethical Challenges of Digital Communication: A Comparative Study of Public Relations Practitioners in 52 Countries. Link: https://www.zora.uzh.ch/id/eprint/258460/1/20636_80946_1_PB.pdf.
• Klein, A., Dennerlein, S. & Ritschl, H. (2024). Health Care und Künstliche Intelligenz. Ethische Aspekte verstehen – Entwicklungen gestalten. Narr Francke Attempto Verlag.