Digital marketing sits at the core of every modern ecommerce business, and those without a solid strategy are likely to find themselves lagging farther and farther behind as the years tick by.

However, as we move through 2019, we see a keener focus placed on responsible digital marketing. No doubt this is thanks to the many high-profile news stories we've seen recently regarding the laissez-faire attitude many digital platforms - such as Facebook - have had towards their users' data and the alleged power that data has when it comes to influencing people in everything from shopping to voting.

Such stories lead consumers to be far savvier when it comes to how they allow their data to be used and how choose products to be marketed to them. Combine this with a generational demand for brands to behave in a more ethical fashion, and responsible marketing is now one of the most important topics across industries.

The Honest Company

Founded in 2011 by Hollywood actress Jessica Alba, The Honest Company was born from a desire for baby products free from petrochemicals, synthetic fragrances, and other chemical ingredients. Built on a platform of honesty and transparency, The Honest Company wanted this ethos to permeate through not only their product catalog but also their marketing.

The Honest Company's transparency begins with its website. The homepage is as much as you'd expect from an ecommerce brand - packed with new products and special offers, but the company's story and mission statement are also given prominence.

"The Honest Company was born of a simple purpose: to create safe, effective products for our families and yours," says the mission statement. "And the Honest Standard is how we make that intention a reality. It's our set of guiding principles. It's the way in which we apply our values to innovation and development. And it's the thoughtful and uncompromising approach we take with every product we make."

Key to the company's marketing is the need for its customers to understand exactly what it believes in and how it goes about fulfilling this belief. The copy is laid out in plain English - free from jargon - helping website visitors feel good about the products and hammering home the brand's identity, which permeates the entire website.

Content marketing is a big part of the brand's strategy, and its blog is packed with advice for moms on everything from dry skin to breastfeeding, as well as news and views which support the ethical and responsible company ethos.

Responsible Marketing

When you sign up to The Honest Company email newsletter, you are also subscribed to a newsletter which not only gives you the latest product news but keeps you up to date on the latest developments at the FDA and other organizations as well. This helps to not only reassure parents about The Honest Company's products but also establishes the brand as a thought leader and an ethically-conscious marketer.

The company's ethos is also apparent throughout its social media marketing. Its Instagram is packed with images of happy babies and parents combined with quirky and/or inspirational messages. The company also uses real mothers as influencers and has them front and center on its social media - promoting responsibility through authenticity.

However, the extent of The Honest Company's responsible marketing doesn't stop there.

"The Honest Company partners with various charities that focus on providing resources to families and schools in order to make sure the company doesn't just talk the talk but also walks the walk," reports Campaign Monitor. "Though they often focus on giving back in their own communities, they also partner with charities committed to helping women and children around the globe. Likewise, The Honest Company has partnered with the Mount Sinai Health System in New York to promote and sometimes even fund scientific research into the effect of environmental factors on children as well as adults."

By partnering with these kinds of organizations, The Honest Company ensures that it not only stays true to its brand message but also makes practical steps toward making the world a better place. The modern consumer wants to see that brands aren't just paying lip service to these kinds of issues.

Final Thoughts

Brands can learn a lot from The Honest Company when it comes to creating an identity aligned with responsibility and ethical behavior. As time goes on, the need for brands to be seen this way will become even keener and those who get out in front of it will have the best chance of success.

You can hear The Honest Company's Chief Executive Officer, Nick Vlahos, speak at Etail East 2019, taking place in August at The Sheraton, Boston.

Download the agenda today for more information and insights.