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Aspect of the VBM

Apply at least one aspect of the VBM to the following discussion prompt:

Vulnerable Consumers and the Affect of Digital Technology

Matthew 25:40, “…Truly I tell you, whatever you did for one of the least of these brothers and sisters of mine, you did for me.”

One of the areas of ethical concern for marketers is vulnerable consumers. The article in the first link below explains the historical problems of masked advertising which is related to puffery. The second and third links refer to vulnerable consumers. The fourth link addresses the new technology that allows highly targeted digital advertising.

https://policyreview.info/articles/analysis/exploitation-vulnerability-through-personalised-marketing-communication-are

What is the obligation of marketers toward vulnerable consumers?

How should marketers respond to this issue?
How should Christian marketers respond to this issue?
Does today’s world of highly personalized and targeted advertising add a new level of complexity to these ethical issues?

Sample Answer

The proliferation of digital advertising raises ethical concerns regarding vulnerable consumers. Through the lens of Value-Based Marketing (VBM), we can explore the obligations of marketers, particularly Christian marketers, in navigating this complex landscape.

Vulnerable Consumers and Ethics

The first article highlights “masked advertising” as a historical concern, akin to puffery. Today’s issue involves targeted advertising exploiting vulnerabilities. Vulnerable consumers, as defined in the second and third links, can be susceptible to misleading claims or manipulative practices due to factors like limited knowledge, social pressure, or cognitive decline.

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Marketers have a moral obligation to protect these vulnerable populations. VBM emphasizes core values like honesty, transparency, and fairness. This translates to:

Avoiding deceptive practices: Targeted ads should be clear and upfront about the product or service.
Prioritizing consumer well-being: Ads shouldn’t exploit emotional vulnerabilities or create a sense of urgency through fear tactics.
Respecting privacy: Data collection and targeting should be transparent and allow for consumer control over how their information is used.

Christian Marketers and Ethical Responsibility

Matthew 25:40 emphasizes caring for the “least of these.” Christian marketers have an added layer of responsibility, aligning their practices with biblical principles. This translates to:

Stewardship: Marketing resources should be used responsibly, avoiding the exploitation of vulnerable consumers for profit.
Love for neighbor: Marketing should empower consumers to make informed decisions, considering their needs and well-being.
Golden Rule: Treat all consumers with respect, regardless of their susceptibility to manipulation.

The Challenge of Targeted Advertising

Targeted advertising through new technology creates a new level of complexity. VBM offers several solutions:

Transparency: Disclose the use of targeting algorithms and provide options for consumers to opt-out of personalized ads.
Vulnerability awareness: Train marketing teams to identify and avoid practices that exploit vulnerabilities.
Industry self-regulation: Develop ethical guidelines for targeted advertising to protect vulnerable consumers.

Conclusion

VBM principles provide a framework for ethical marketing. By prioritizing consumer well-being, transparency, and fairness, marketers, especially Christian marketers, can avoid exploiting vulnerabilities and contribute to a marketing landscape that benefits all. It’s crucial to continually adapt to evolving technologies and ensure responsible practices in the age of targeted advertising.

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Aspect of the VBM

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