Ready to hear the most 2019 thing ever? Two words: Morality Marketing. Yep, you read that right. But rein in your snark, because when you’re a cannabis marketing agency, you must be open to trying new things, especially when your clients face marketing restrictions left, right and center.
But what is morality marketing, exactly? Simply put, it is marketing constructed around an ethical (moral) viewpoint or stance. Morality marketing isn’t Corporate Social Responsibility (CSR), although they certainly work well together. As opposed to CSR, which are focused, public-facing partnerships that better the community around a business (in the hopes of garnering positive PR), morality marketing requires putting yourself out there by taking a public stance.
For instance, Patagonia doesn’t just volunteer time to clean up beaches and plant trees (although worthy endeavors to be sure). Instead, they took it further, endorsing two Democratic Senate candidates publicly, putting their full weight behind their bids. When’s the last time you heard of a business endorsing a candidate because of their stance on global warming? That’s morality marketing for you.
Here’s another good example: remember Nike’s iconic campaign with Colin Kaepernick? That was morality marketing. By taking a public stance alongside the prominent (and fairly divisive) Black Lives Matter activist, Nike genuinely put themselves out there, understanding fully the risks it could mean to their bottom line. And, by all accounts, it has certainly paid off.
Part of being a marketing agency is forecasting marketing trends. And we think morality marketing is going to be huge for businesses – especially those of the cannabis variety. Why, you ask? There are zero federal, state or municipal restrictions on morality marketing, and that’s a win for cannabusinesses.
So, how can your cannabis business leverage morality marketing? That’s entirely up to you. Perhaps there are unjust regulations impacting your patients, so you decide to take a public stand for candidates and/or policies to make things better. Or maybe getting adult-use on the next election’s ballot is something you strongly believe in – so strongly that you take the lead getting the needed signatures to make it happen. Morality marketing is directed by passion.
Regardless of what you decide to do, remember this: if you hop on board the morality marketing train, your intentions must be pure. Just like with CSR initiatives, if the public smells even a hint of selfish intentions, they’ll eat you alive; and you’ll become a cautionary tale. If that makes you worried, just hire an expert cannabis marketing agency like Decibel Green (there’s that self-promotion we were talking about). We’ll help you safely thread the morality marketing needle while driving the success you crave.