Who we are.

After over 10 years of working in digital marketing, I found myself disillusioned by an industry I once found fascinating and exciting. Both companies and nonprofits seemed to prioritize metrics over meaningful engagement, focusing more on meeting targets than on the quality of their interactions and the value they delivered. Seeing this gave me a grim outlook on marketing, and send me looking in a new direction.

I returned to academia to get a fresh perspective, driven by the conviction that marketing can be a powerful agent for positive change when practiced ethically.

My mission is to show that success doesn’t come from being the loudest, or making the most noise, but from creating genuine value.

I am committed to showing how the way we use technology and marketing significantly impacts our mental, physical, and financial health, and that our own success depends on how we impact the well-being of our communities and our planet. I firmly believe that marketing is a powerful tool that can be used to create better outcomes or to deepen the problems in our society. I truly think it is possible to harness this tool to abide by the old adage of doing well by doing good.

I’m Andrea Elisabeth Mörike – founder, impact strategist, and advocate for ethical, sustainable business with a focus on sales. I believe in a world where every individual has the opportunity to co-create a future that is fairer, greener, and more human. As the co-founder of Sales4Good, my mission is to empower social enterprises and changemakers to scale their impact – through values-driven sales.

For me, “Good Sales = Good Impact.” Ethical sales are not only possible – they are the more effective and joyful way of selling. We help mission-driven organizations shift away from pressure-based sales towards a paradigm of transparency, fairness, and authentic connection.

Because how we sell shapes the world we live in. That’s why I am proud to serve on the board of The Ethical Move, a global movement for responsible marketing and sales. My goal is to create spaces and a larger community movement where sales feels aligned – with purpose, people, and planet. I am also a member of the Tupoka Community committed to anti-racism and unlearning internalized biases. This journey inspires me every day to rethink our systems, starting with how we do business.
Let’s rewrite the rules of sales – for the common good.

I design websites that serve people and the planet. My background spans architecture, web design, wilderness education, and cooperative business. As a freelancer and co-founder of akomo eG—a creative collective for sustainable communication—I support movements and mission-driven organizations working to challenge the status quo and redesign the systems we live and work in. My work is rooted in care, clarity, and collaboration.

I believe ethical design is a way to change the economy from the inside out. That’s why I focus on sustainability, privacy and inclusion in every pixel I touch.

I joined The Ethical Move because I believe we need to challenge the foundations of consumerism and create a better marketplace together. I see the pledge not just as a statement—but as a practice. One that aligns with my desire to help build an economy based on trust, consent, and connection. I’m here to support this movement with heart, skill, and strategy—and to keep learning along the way.

As a researcher and teacher working at a business school, I have been investigating marketing practices in the attention economy for over a decade. Social media, digital platforms, and content selection algorithms have changed these practices drastically, not least in the news industry.

In democratic societies, mass media are needed for checks and balances – they are supposed to act as the Fourth Estate. However, media companies are more than ever pressured to generate clicks with content that is optimized according to audience engagement metrics, which often compromises journalistic standards.

The societal costs of marketing practices that rely on clickbait, sensationalism, or fake news are enormous. If headlines are designed to stir up emotions rather than inform, people cannot make their best decision at the ballot box or hold elected representatives accountable. They may lose trust in the media or the state, which opens room for radical or populist forces, all of which undermines democracy.

Finding better ways to finance good journalism and help news media reclaim their role as the Fourth Estate requires collaborative efforts by academics and practitioners. That’s why I joined The Ethical Move.

The only thing to do to create lasting change, is to look for the source of the inequality and break the system that creates the need for relief.

I created The Ethical Move because I truly believe we can break the cycle by changing the way we sell. Even if not in my lifetime.