Why ethical marketing

As a leading design and strategy agency, we believe that creativity and communication have a profound impact on how people experience the world. To earn the trust of our clients and their customers, we believe marketing must provide genuine value and operate with total integrity.

This policy outlines the responsible marketing and PR practices we follow at Dalziel & Pow (D&P) and the commitments we make to ensure our work meets the highest ethical standards of our industry.

Our scope and accountability

This policy applies to all Dalziel & Pow employees and partners preparing marketing or PR activities. It covers all audiences and channels, including our website, social media, and industry press. Accountability for ensuring these practices are upheld sits with our leadership team, who have reviewed and approved these standards.

A commitment to honesty and precision

We commit to absolute honesty in our own communications and in the projects we deliver for our clients. In accordance with compliance criteria, we ensure that every claim is substantiated and truthful.

We pledge to:

• Use reliable data: Ensure all social and environmental claims are precise, verifiable, and backed by reliable data.
• Maintain proportionality: Ensure that any claims made are proportional to the actual actions taken. We do not amplify small gestures to overshadow significant impacts.

• Be accountable: Be truthful about the impacts of our operations.

   

Rejecting “impact washing”:

"Impact washing" (or greenwashing) occurs when a brand exaggerates its positive contributions to distract from negative outcomes. At D&P, we ensure that all communications accurately reflect the applicable scope of the work.

Our marketing communication will:

• Use clear language: Use terminology that is understandable, matches the knowledge level of the audience, and is available in the prevalent languages of the stakeholders involved.
• Reflect true scope: Clearly define whether a claim refers to a single product, a specific store design, or the entire company’s operations.

• Be transparent: We provide an honest account of environmental and social performance.

   

Cultural sensitivity and dignity:
We pledge to avoid stereotypes, and avoid exploitation, appropriation, or stereotyping of underrepresented groups.

We provide training for our team around DEI and we pledge to avoid stereotypes, and avoid exploitation, appropriation, or stereotyping of underrepresented groups.

Ethical digital practices:

We respect the personal data and privacy of our audience. Our digital marketing is based on transparency and permission.

• Privacy first: We never take advantage of personal data and ensure all digital activities are compliant with global privacy standards (e.g., GDPR).
• Respectful engagement: We avoid intrusive digital tactics like misleading pop-ups or "dark patterns" that frustrate or deceive the user.

Updates and feedback

As the creative industry and marketing technologies evolve, so will this policy. We will monitor shifts in digital ethics and update our practices accordingly to remain at the forefront of responsible marketing.

Any questions?

If you have questions regarding our claims or would like to provide feedback on our marketing materials, please contact us via our website. We are committed to being accountable to our stakeholders and will respond to any concerns regarding our social or environmental representations.