Marketing Ethics Analysis: Microsoft's Social Responsibility

This report delves into the realm of marketing ethics, defining the principles of acceptable and unacceptable conduct within the market. It examines various unethical marketing practices, such as misleading advertisements and brand comparisons, using examples like Colgate vs. Pepsodent, BMW headlight exaggerations, and L'Oreal's anti-wrinkle cream. The report also highlights the importance of ethical marketing in protecting consumers and managing employee misconduct. Furthermore, it showcases Microsoft as a leading example of a company committed to socially responsible marketing, detailing its transparent operations, charitable initiatives, environmental sustainability efforts (including renewable energy adoption and waste management), and commitment to societal betterment through employee volunteer programs and technological solutions. The report concludes by emphasizing the need for companies to align with morally acceptable conduct to maintain consumer trust and contribute positively to society.

Running Head: MARKETING ETHICS 1
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MARKETING ETHICS 2
Ethics is a set of principles that draw the line between acceptable and
unacceptable conduct. It is a branch of philosophy that outlines our obligation and moral
duty to the society. How we ought to act. Marketing ethics describes the boundaries of
acceptable behavior in the market. This includes the adverts of a product and real value
a consumer would get from the same. The value should be attached to quality and
quantity of products. Overbilling and fraud are ethical risks (Tsutsui, 2015). Ethical
marketing is important as it helps us manage ethical misconduct from employees and
managers with the overall aim of protecting the consumer.
Unethical marketing is on the rise as companies are competing with the ever-
changing trends of consumer tastes and their competitors’ pressure. With the aim of
keeping afloat in the market, some companies are tempted to employ unacceptable
means so as to keep and attract new clients (Schrader, 2016.
The following adverts are clear examples of unethical marketing.
Comparison of brands is ever increasing among
competitors. These comparisons create confusions and
problems to end users, who are left to wonder about the
right choice of products (Tolhurst, 2015) Comparison of
Colgate and Pepsodent toothpaste.

MARKETING ETHICS 3
The rapid changes in the society demand that companies be consistent with
morally acceptable conduct lest you lose clients. There are certain business entities that
operate within the boundaries of socially responsible marketing, taking into account both
environmental and social obligation.
The outstanding company is the software giant called Microsoft. This company
has its headquarters in Redmond, Washington, USA. It is among the top-rated
organizations that adhere to the principles of socially responsible marketing.
What really makes Microsoft to be highly ranked? Studies show that the
operations of Microsoft are transparent with the governments, non-profit making
organizations, and other investors (Tolhurst, 2015). The company does not encourage
The BMW advert on its headlight technology
was greatly exaggerated. This misled the consumers
since the advert claimed that the drivers from
oncoming vehicles would not be dazzled. The
technology capability would not achieve this.
This advertisement of L’Oreal’s anti-wrinkle
cream that featured Rachel Weisz is unethical. It
was immensely exaggerated. This is misleading
since the cream does not have the ability to clear
wrinkles in minutes (Plunkett, 2012).

MARKETING ETHICS 4
the use of underhand methods to acquire tenders or licenses. The company boasts of
paying due to governments according to laid down procedures of various territories.
Despite their economic muscle and the profits Microsoft makes, its success is not
limited to this. The tech giant has taken initiatives to support the society. It has a well-
laid employee giving campaign that has been running since 1983. The records of this
kitty indicate that more than US$ 1 billion had been donated to various communities
worldwide. The company has supported schools to put up technological equipment. The
spirit of charity has been extended by setting aside a total of 650,000 employee
volunteer hours, for the society.
The employees of Microsoft have been motivated to run the societal obligation at
will. They are self-driven to work for the community. They use their skills and expertise
to sustain and address pressing societal problems through an initiative called Hack for
Good. They have been engaged in unveiling a tool that disrupts sex trafficking and an
application that transforms the foster care system.
This tech giant is committed to upholding sustainable environmental practices. It
is pursuing innovative approaches that shall guarantee a low carbon future (Michael,
2015). They have adopted a carbon neutral position so as to accelerate the paradigm
shift to clean energy. It has therefore funded ventures that develop wind, hydro and
solar energy. It is important to note that the company has adopted the use of renewable
energy according to Kefi (2015) to run its activities. It is noted that in 2016, 44% of its
power was derived from renewable energy. This is projected to increase even further in

MARKETING ETHICS 5
the coming years. Microsoft is committed to making publications about greenhouse gas
emissions available to the public.
Microsoft has vowed to responsibly use water resources and avoid its wastage.
The company has explored harvesting of rainwater in their office buildings. Rainwater is
further captured and used in irrigation as evidenced in India.
Everyone is concerned about the ever-increasing levels of e-waste. Microsoft has
implemented a waste implementation program. Office supply is required to be reused.
Recycling is a fundamental principle of the waste minimization program (Chandra,
2015). Microsoft has a zero policy for electronic waste landfill. Since e-waste is
inevitable, it has developed a systematic program that recycles and reuses e-waste.
Refurbished computers are sold in the market as an effort of recycling. Finally, the
company encourages the use of compostable tableware in its offices to help curb
generation of non-biodegradable waste.
Waste management systems Refurbished PCs

MARKETING ETHICS 6
References
Chandra, R. (2015). Environmental Waste Management. CRC Press.
Kefi, H. (2015). Information Technology Ethics:Concepts and Practices in the Digital World. New
York: Cambridge Scholars Publishing.
M. K. (2015). Empirical Evidence that humans are causing global warming. Skeptical Science.
Plunkett, J. (2012). L'Oreal advert featuring Rachel Weisz Banned for being' Misleading'. The
Gaurdian.
Schrader, M. (2016). 'Misleading' BMW advert banned over exaggerated headlight technology.
BT.
Tolhurst, N. (2015). The A-Z of Social Corporate Responsibility. Wiley.
Tsutsui, K. (2015). Corporate Social Responsibility in a Globalizing World. United Kingdom:
Cambridge University Press.