What is Ethic? In a plain dictionary, the word “ethic” means a system of moral principles or the rules of conduct recognized in respect of a particular class of human actions. In everyday life, we try to be ethical. We try to show, talk, and act in the boundaries of what is said or thought to be moral. Aside from the dictionary definition, simply saying, being ethical is making actions that do not disrespect or harm others physically and psychologically in areas of their thoughts, culture, beliefs, and nature.

A perfect example of unethical marketing is the Storm Sandy Sale conducted by a global clothing company, American Apparel. At the end of October 2012, Storm Sandy hit eastern United States, resulting in a number of financial losses, injuries, and death. In this time of devastation, American Apparel sent out emails to their customers announcing about its latest “Sandy Sale,” suggesting to shop at their stores, “In case you’re bored during the storm”. People who saw the poster for the sale enraged at the lack of common sense and consideration about the victims of the hurricane. Many of their customers expressed their willingness to boycott American Apparel on social networking services such as Twitter and Facebook.

In their senseless and thoughtless business marketing, American Apparel simply did not think outside from its own gains. To those who were mourning for their hurricane-blown house, a missing child, and the death of their loved ones, American Apparel’s marketing was a devil’s smirk. Its immoral action completely disrespected and harmed people’s feelings. This case of unethical marketing displays the need for thoughtful consideration about the current situations and audience of the marketing and shows the significance of what is morally right before seeking personal gains from a business.

Link to the news: Marketing Ethics, American Apparel & Hurricane Sandy

Sources:

Watson, Paul. “Marketing Ethics, American Apparel & Hurricane Sandy”. Bostinno. Nov 5 2012. Jan 19 2012. <http://bostinno.com/channels/marketing-ethics-american-apparel-hurricane-sandy/>

“Ethics”. Dictionary.com. Jan 19 2012. <http://dictionary.reference.com/browse/ethics?s=t>