Ethical marketing in the age of hidden fees and deceptive pricing

Most of us crave genuine connections and experiences that hold lasting value. We yearn to build trust and engage in interactions beyond mere transactions. Unfortunately, the realities of commerce and associated marketing often pull us in a different direction.

Many businesses, facing economic pressure, prioritize short-term gains over long-term brand health. This relentless pursuit of meeting Wall Street expectations can lead to overemphasizing transactions and immediate financial wins. However, this seemingly logical approach often results in brand decline.

Many companies are falling into the trap of prioritizing short-term wins over long-term brand value. When companies sacrifice core values for a quick financial boost, their messaging becomes empty and fails to resonate with customers. This shift in focus from building genuine connections to chasing transactions leads to declining customer satisfaction. Needs are no longer prioritized, leading to frustration and decreased satisfaction. 

It’s not just brands losing their way anymore. We, the American people, are fed up. The kind of business behavior we’re seeing — hidden fees and deceptive pricing — has gotten so bad that it’s become a national issue. U.S. President Joe Biden himself addressed it in the State of the Union: “Too many corporations raise prices to pad their profits, charging more and more for less and less.”

Think about it: you, me, everyone — we’re tired of being ripped off. This isn’t about which side of the political aisle you’re on. No matter your views, businesses shouldn’t win customers by deceiving them.

The Wild West marketplace: A chaotic landscape for consumers

Our current economic game is rigged for quick wins rather than long-term success. Businesses are focused on unrealistic profits, leaving customers feeling like afterthoughts. This has created a chaotic marketplace filled with irrelevant products, hidden fees and tactics that destroy trust.

Navigating complex systems and dealing with poorly trained customer service feels like an obstacle course, not a simple interaction. No wonder customers bounce between brands looking for a better deal or faster service. Here’s the rub: this “efficiency first” mentality might seem reasonable on paper, but it backfires. We’re stuck in a cycle that hurts both businesses and consumers.

The paralysis of plenty

Supermarkets boast walls of tomato sauce, dating apps promise perfect matches and the gig economy offers endless flexibility. But this abundance of choice can be overwhelming.

Instead of fostering commitment, it creates a paradox of plenty, making settling on any option challenging. This endless possibility can lead to a transactional mindset, prioritizing short-term satisfaction over deeper connections or long-term investments.

Dig deeper: The ethics of AI-powered marketing technology

Is this the future of entertainment? 

Streaming services were once hailed as entertainment saviors — affordable and on-demand. Now, we’re bombarded with many platforms, making managing subscriptions a chore.

Financial strain limits access to desired content, as companies fragment content libraries across services and charge extra fees on top of subscriptions. Even paying subscribers are bombarded with ads, leading to a decline in quality and overall dissatisfaction. Is this the future of entertainment?

The hidden costs of ease 

Food delivery services like DoorDash and GrubHub offer undeniable convenience. At your fingertips, you have a world of culinary options. However, hidden fees and subscription services like Grubhub+ risk suggesting a prioritization of corporate profit over genuine value.

What used to be baseline delivery costs or free perks are now hidden behind paywalls, leading to frustration and a decline in usage as people feel exploited by the bait-and-switch of convenience.

Why are restaurants charging extra for credit cards? 

Why should your breakfast burrito come with a side of surprise? Diners across the country are tacking on extra fees for credit card use, sometimes up to 5%. This practice feels unfair to customers who prefer the convenience and rewards of credit cards. Shouldn’t processing payments be a built-in business expense, not a hidden tax on the consumer’s bill?

While the allure of short-term gains in a competitive landscape might seem logical, it’s often a recipe for brand decline. Customers become disillusioned as they navigate a marketplace rife with hidden fees, irrelevant products and a nickel-and-dime mentality. This “race to the bottom” ultimately erodes trust and satisfaction, leaving consumers feeling like wallets to squeeze rather than valued patrons.

Dig deeper: 4 areas of martech with ethical concerns

A shift in priorities

Consumers are becoming increasingly discerning, seeking ethical and transparent companies that align with their values, even if it means paying a premium. Disillusioned employees demand better working conditions and well-being, prompting forward-thinking businesses to shift focus. 

This shift goes beyond quick transactional gains and prioritizes building genuine customer connections for long-term success. This trend dovetails perfectly with the growing global phenomenon — the “slow movement.”

It encourages a mindful approach to life, emphasizing quality over quantity and savoring experiences over mindless consumption. Businesses aligned with these values are well-positioned to thrive in this new era.

A new vision for the future

Can we envision a future where businesses prioritize sustainability, employee well-being, genuine customer connections and profits? The current market may only sometimes offer the perfect options. But the good news is that you can prioritize what truly matters.

• Consumers. Do your research and support brands that align with your values. Advocate for companies that prioritize quality and transparency over manipulative tactics.
• Businesses. Shift your focus from short-term gains to building long-term customer relationships. Invest in creating genuine connections and a positive brand experience.
• Marketing professionals. Champion ethical marketing practices. Use your skills to build trust and create meaningful interactions with consumers.

And, if what you need isn’t readily available, consider becoming a part of the solution. That’s the spirit behind the Marketing Accountability Council — creating a future where consumers can actively influence the marketplace and shape it toward their needs.

Dig deeper: Breaking through the noise: How brands can connect with today’s consumers

The Marketing Accountability Council (MAC): A call to action 

On Feb. 27, 2024, during a keynote presentation at the B2B Marketing Exchange conference in Phoenix, Ariz., I announced the formation of The Marketing Accountability Council (MAC). At its core, marketing should foster meaningful connections and contribute positively to society. However, the current landscape often needs to be revised, leaving both consumers and employees feeling like cogs in a machine.

The Marketing Accountability Council is a community committed to shaping a future of marketing that prioritizes both business success and consumer well-being. We advocate for human-centered practices, emphasizing ethical and responsible marketing that respects consumers’ needs and emotions. 

We believe in building trust and transparency through open communication and fostering genuine connections. Additionally, we champion the empowerment of individuals, supporting fulfilling marketing careers that align with personal values.

Imagine a world where:

• Companies prioritize the well-being of their employees alongside customer satisfaction.
• Marketing campaigns are honest and informative, fostering trust and transparency.
• Consumers feel valued and respected throughout their interactions with brands.
• Technology enhances our lives and strengthens connections, not isolates us.

As we navigate these turbulent waters, the alignment between MAC’s mission and the topics addressed in Pres. Biden’s speech reminds us that our quest for accountability and integrity resonates beyond the confines of marketing. It’s a societal imperative, calling for a collective effort to rebuild trust and foster genuine connections.

Dig deeper: Making deeper customer connections in a digital world