&SONS Ethical Marketing Manifesto
Integrity is doing the right thing, even when no one is watching.
— C.S. Lewis
Breaking Ground
Hey there, fellow Pioneers! We’re about to dive deep into what makes our marketing tick — the &SONS way.
At &SONS, we’re all about authenticity, grit, and staying true to our roots. Our Ethical Marketing Manifesto isn’t just about green-washing or ticking boxes; it’s about embodying our values in every pixel, every word, and every strategy.
Here, you won’t find cookie-cutter campaigns or empty promises. Instead, you’ll discover:
- Our unapologetic commitment to honesty.
- Our refusal to shy away from tough conversations.
- Our passion for making a real, tangible impact — both in our industry and in the world at large.
This isn’t just marketing; this is marketing with purpose. Let’s make some noise!
Introduction
At &SONS, we believe that ethical marketing isn’t just about environmental sustainability; it’s about embodying our core values of empathy, honesty, sustainability, transparency, and promise-keeping in everything we do.
We recognise that true pioneering goes beyond the expected, striving to make a lasting impact on our industry and the world around us. With this manifesto, we commit to charting a new course in marketing, one guided by integrity, authenticity, and purpose.
- Empathy - Deep understanding of customer's needs
- Honesty - Lack of manipulation and exaggeration in promotion
- Transparency - Openness about business operations used in marketing
- Promise-keeping - genuine intention to fulfil the promises given to customers and society
- Sustainability - commitment to public, environmental and social well-being
Do the right thing. It will gratify some people and astonish the rest.
— Mark Twain
Ethical Marketing
At the heart of ethical marketing is empathy — the ability to understand and share the feelings of others. By putting ourselves in the shoes of our customers and stakeholders, we can better understand their needs, preferences, and concerns. Empathy guides us to create marketing campaigns and initiatives that resonate on a deeper level and foster genuine connections.
Our Commitments:
Do:
- Listen actively to our customers, understanding their needs, desires, and concerns.
- Tailor our marketing to resonate with the real experiences of our audience.
- Engage in meaningful conversations and connections with our community.
Don’t:
- Manipulate emotions or exploit vulnerabilities to engage customers or drive sales.
- Disregard feedback or dismiss the concerns of our customers without deeper investigation.
- Create marketing campaigns that perpetuate stereotypes or promote exclusionary ideals.
Examples of our efforts:
- Advocates for mental health
- Annual survey to address key topics, including quality, brand, and sustainability.
- User-generated content is heavily featured in our marketing and shows a diverse mix of customers.
Honesty
Honesty is the foundation of trust in any relationship, including those between brands and consumers. Ethical marketing requires a commitment to transparency, accuracy, and truthfulness in all communications. We strive to provide clear and honest information about our products, services, and business practices, avoiding misleading or deceptive tactics.
Our Commitments:
Do:
- Communicate openly and transparently about our products, services, and business practices.
- Provide accurate information, avoiding exaggeration and misleading claims.
- Own up to mistakes and take responsibility for any shortcomings.
Don’t:
- Misrepresent our offerings or deceive customers with false promises.
- Use deceptive tactics to manipulate perceptions or artificially inflate demand.
- Withhold relevant information that could impact a customer’s purchasing decision.
Examples:
- Full disclosure on product origins, fit, and fabric details.
- Real-life people and their stories. We champion people who make their own path in life.
Sustainability
Sustainability is about balancing the needs of the present without compromising the ability of future generations to meet their own needs. In ethical marketing, we consider the environmental, social, and economic impacts of our actions and strive to minimise harm while maximising positive outcomes. We embrace sustainable practices throughout our supply chain, from sourcing raw materials to end-of-life disposal.
Our Commitments:
Do:
- Prioritise environmentally responsible practices throughout our supply chain and operations.
- Offer products that are ethically sourced, manufactured, and packaged.
- Educate our audience about the environmental impact of their purchasing decisions.
Don’t:
- Green-wash or exaggerate our sustainability efforts for marketing purposes.
- Contribute to practices that harm the environment or exploit natural resources.
- Ignore the long-term consequences of our business activities on the planet.
Examples:
- 0% of our products have been sent to landfills due to initiatives like Salvage Sales.
- Bold campaigns to highlight our commitment to sustainability.
Transparency
Transparency is about openness, accountability, and integrity in our interactions with stakeholders. We believe in being transparent about our business practices, policies, and performance, providing stakeholders with access to accurate and timely information. Transparency builds trust and credibility, enabling meaningful engagement and dialogue.
Our Commitments:
Do:
- Be transparent about our business processes, pricing, and policies.
- Disclose any potential conflicts of interest or affiliations that may influence our messaging.
- Invite feedback, criticism, and dialogue from our customers and stakeholders.
Don’t:
- Conceal relevant information or obscure the truth.
- Engage in undisclosed paid partnerships or endorsements that compromise our integrity.
- Mislead customers about the origins, quality, or efficacy of our products or services.
Examples:
- We invite every purchaser to leave us an unbiased review, good or bad.
- We are clear on our use of data and request opt-ins for all marketing as well as website data.
- Pioneers Club Facebook group was created to have open dialogue with our most loyal customers.
Keeping Our Promise
Promise-keeping is about honouring our commitments and delivering on our promises to customers, employees, suppliers, and other stakeholders. We take responsibility for the quality and integrity of our products and services, striving to exceed expectations and maintain the highest standards of excellence. By keeping our promises, we build loyalty, foster satisfaction, and strengthen relationships.
Our Commitments:
Do:
- Honour our commitments and deliver on the promises we make to our customers.
- Stand behind the quality and performance of our products, offering fair warranties and guarantees.
- Build trust and loyalty through consistent, reliable, and dependable service.
Don’t:
- Make unrealistic claims or over-promise what we can deliver.
- Fail to follow through on our commitments or neglect our obligations to customers.
- Sacrifice long-term relationships for short-term gains by reneging on our promises.
Examples:
- From day one, we have invested in customer support across all channels and platforms.
- We remain 100% independently owned to ensure we keep our promise.
Final Note
We seek to inspire, guide, and motivate people, with the goal of our products contributing to the definition of our customers' way of life and values.
To make beautiful clothes and tell great stories.
