The pledge.

Together, we are making the ethical move for transparent, responsible and honest marketing.

This pledge is designed for us to start a conversation about manipulation in marketing, challenge our assumptions about how we sell, and take a stand against unethical practices… together.

It is still unfamiliar territory and will need a lot of unpacking. So, we encourage reaching out to us and sharing what you see.

Thank you for being here. It means the world to us.

Our ethical marketing pledge.

We put the person before the sale.

We respect you and your privacy. We will help you make the best choice for your needs.

We communicate inclusively, truthfully, and clearly.

We will not confuse you or hide information from you. We will help all audiences feel welcome.

We take responsibility for our part in changing the marketplace.

We recognize the need to break the cycle of consumerism. We will continuously review our sales and marketing to ensure they benefit the common good.

We count on you to hold us accountable. Please connect with us if you see us not honouring our pledge.

Your move.

Take the pledge and receive your badge.

Learn more about our pledge.

First name

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Your pledge I pledge to the ethical move My organization pledges to the ethical move

Tell us why for our pledge reel

Please share a couple of lines about why you’re taking the pledge. We will add them to our website and social media, and use it as inspiration for our copy.

How can we find you on LinkedIn?

What moves are you already making?

We have a running list, but cannot see it all

What topics should we tackle next?

We will collect + screen your ideas to add them to our content

How did you find us?

the more specific you are, the more we can improve our reach

Our most recent pledge.

Alexander Bennett | Valid Volition

2026-07-24 15:13

My company (Valid Volition) is taking ‘the ethical move’ because communications should help people make informed choices, and it is far too trendy for it to pressure people into decisions instead. I want my teams present and future to prioritise transparency, clarity, and respect to guide every campaign and client relationship we are involved in.

view all pledges

How to make the ethical move.

We are creating resources to

show you how to uphold your pledge
make you aware of what the most common psychological tactics are (and why they are harmful), and
equip you to make ethical decisions in your marketing.

Here is our original tactics list, which we will be expanding based on our research and your suggestions.

tactics list