In my previous article, we emphasized that marketing is “a scientific discipline designed to deliver real value to consumers.” However, some marketing tactics unfortunately lean more toward manipulation rather than being rooted in science and ethics. Scientific concepts are often cited to justify these practices. Yet, as I stressed earlier, true marketing should always combine scientific principles with ethical responsibility.
Consider the simple example of selling oranges in red netting. This subtle trick is designed to make the fruit appear fresher and more vibrant. Similarly, lemons are sold in yellow netting and potatoes in brown. These tactics, while effective at catching consumer attention, are classic examples of manipulation, misleading buyers rather than empowering them to make informed choices. Sadly, behavioral marketing techniques like these are commonly misused across industries today.
In contrast, Nudging Theory focuses on subtly steering consumers toward better decisions without deception. Nudging helps individuals make beneficial choices without restricting their freedom. For example, placing healthy snacks at eye level in grocery stores encourages healthier eating habits. However, the fine line between nudging and manipulation must never be crossed. Ethical nudging promotes consumer welfare without distorting information or limiting transparency.
If consumers are not properly informed and are instead subtly misled, even the most brilliant strategies can backfire. Crossing ethical boundaries damages not only consumer trust but also the brand’s long-term reputation.
Brands that prioritize honesty and data-driven insights consistently outperform those that resort to manipulation. Companies like Patagonia and Whole Foods Market in the United States exemplify this approach. Patagonia’s commitment to sustainability and transparent supply chains has earned lifelong customer loyalty. Similarly, Whole Foods Market openly shares detailed information about its products’ ingredients and sourcing, empowering consumers to make confident choices.
Manipulative tactics like packaging tricks may offer short-term sales boosts, but they erode trust and loyalty over time. In contrast, strategies built on ethical, scientific insights create sustainable growth. Studies back this up: a 2016 Journal of Consumer Research study showed that transparency and honest communication directly increase customer loyalty. Likewise, research from the Harvard Business Review found that loyal customers are 70% more likely to recommend a brand to others. Clearly, building trust through ethical marketing is not just the right thing to do—it’s a smart business strategy.
Brands like Starbucks have demonstrated how nudging can drive positive change. By offering discounts for customers who bring reusable cups, Starbucks both supported sustainability efforts and boosted brand loyalty. Similarly, Walmart strategically placed fresh produce at store entrances, encouraging healthier consumer choices while increasing sales.
Nudging theory isn’t limited to consumers—it can be just as effective internally with employees. For instance, Google redesigned its cafeteria layouts to make healthy food options more visible and convenient, leading to a significant increase in healthier eating habits among employees. This shows how simple behavioral shifts, when guided ethically, can produce powerful results.
Another example from my personal experience comes from Aselsan. During my time there, the HR department launched the “Values” initiative to promote core principles like unity, development, trust, excellence, and innovation. Through “Value Ambassador” programs, volunteer employees led multiple projects annually to keep these values alive within the organization. This approach enhanced internal engagement and brand culture, proving that marketing principles can and should be applied not just externally, but within companies as well.
In conclusion, when marketing aligns with scientific data and ethical standards, it delivers enduring value for both brands and consumers. While manipulative tactics may tempt brands with immediate gains, they ultimately destroy trust and hinder long-term success. Ethical strategies like nudging offer a sustainable way to influence behavior positively. As proven by successful brands worldwide, transparency and honesty remain the cornerstones of lasting consumer satisfaction and loyalty.
