How ethical, transparent and socially responsible marketing strengthens trust, loyalty and long-term performanceT

rust has become a commercial issue, not just about reputation. Edelman’s 2025 Trust Barometer shows that business remains the most trusted institution globally, while expectations for transparency, ethics and visible action remain high.

Responsible marketing is no longer a “nice to have”. It helps brands earn permission to be chosen, believed and recommended.

By the end of this session, you should be able to:

Understand responsible marketing as a source of commercial value


Connect trust, transparency and ethics to loyalty and performance


Use proven models to guide responsible decisions


Recognise the risks of weak claims and poor practice


Apply practical ideas to campaigns, content and customer relationships

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