Is Marketing an Ethos? A very personal reflection of my thoughts by Debbie Watkins

There’s something about that moment.

A girl with a choice, and a question most of us ask, whether we admit it or not!

Because direction does matter.

Intention matters.

Especially when you are trying to build something with purpose.

This next part, my reflection, is about me choosing my direction.

It’s not the fastest path. Not the loudest.

But it’s mine.

And if it speaks to you, maybe it’s a path you’ll walk too.

Is Marketing an Ethos?

A very personal reflection of my thoughts by Debbie Watkins

Marketing to me isn’t a department or a function. It’s a way of seeing. A mindset. An ethos. Applying that mindset is what makes it ethical marketing. That’s the difference and that’s what this reflection is about..

It starts with people. Whether they’re customers, colleagues, suppliers or strangers in the supermarket aisle, being aware of every interaction and how it matters. Every person deserves to be treated with empathy, respect and without judgment. When done ethically, marketing is simply about understanding where people are, what they want to achieve, and how you can genuinely help them get there. It’s walking a mile in their shoes and being useful when you do.

Isn’t it time we stopped talking and started doing?

Too often, businesses lose sight of this. They spend eye-watering sums on consultants, strategies, customer data, and then shelve it. Implementation never happens. The research gathers dust. That’s not just inefficient, it’s a waste. And I hate waste. I hate seeing time, ideas, talent, money, and resources poured away with nothing to show for it.

Especially when it comes to the natural world. Water, in particular, enrages me. It’s vital to our very being and yet so casually flushed, poured, and sprayed as if endless. It isn’t. Living in Blackburn, where the rain is practically on retainer, I still see people wasting it without thought. It mirrors how carelessly we can treat each other, too.

What if we treated every interaction like it mattered?

I believe ethical marketing is about treating people how you’d like to be treated yourself. With patience. With kindness. With open-mindedness. That means not judging someone based on how they look or where they come from. That means listening, I mean really listening, to what they’re trying to say, even if they don’t yet have the words. Because everyone has something worth saying.

Why does clarity in leadership make everything easier?

When a leader knows exactly where they’re heading, everything else aligns. The clearer the goal, the more inspired the team. Think of a Formula 1 pit crew: Precise, practised, and pulling in the same direction. That’s how strategic teams should operate, tuned in, switched on, and backing each other.

Is digital marketing the great equaliser?

Marketing used to be a private club, full of jargon, gatekeeping and agencies behind high walls. Now, it’s open to anyone willing to learn and put the work in. Tools and platforms are accessible. Teams can be global, diverse and remote. The magic is in getting these voices to work together, building something greater than the sum of its parts.

Are we growing our people as much as our profits?

Spend time with your team. Understand what makes them tick. Help them develop. Ethical marketing isn’t just external, it’s internal too. When your team is supported and trusted, they’ll give you more than a job. They’ll give you ideas, energy and loyalty.

Why do fear and ego still run the show?

You can’t scare people into giving their best. Fear stifles creativity and makes people ill. Ego crushes collaboration. Leading by example, being honest about what’s working (and what isn’t), and being willing to start again when needed. That’s real strength. That’s where growth lives.

Are we building something that lasts?

Short-term wins are tempting, but they fade fast. Real marketing success is built on trust. On making the first move. On finding collaborative, win-win relationships that are resilient, human, and honest. Trust takes time to earn and seconds to be lost.

Who’s talking, and who’s really listening?

Keep meetings focused. Make room for quieter voices. Don’t let those who love the sound of their own opinions drown out the gold others might be holding back. A creative, inclusive space where ideas can breathe. That’s where the best thinking happens and the magic appears.

This is what ethical marketing means to me. Not just words. But implementation, implementation, implementation. Adding value. Making a difference. Keeping promises. Creating momentum. And above all, treating others and the world around us with the respect they deserve.