Ethical Marketing Agreement

FLUXIFY commits to promoting the highest standard of professional, ethical norms and values for its practitioners, academics, and students throughout the coaching industry.

We develop coaches who follow the ICF Code of Ethics and operate in the best interests of the coaching industry, our students, staff, and leadership.

Norms and Values

Norms demonstrate established standards of conduct that are expected and maintained by society and/or professional coaching organizations.

Values represent the collective conception of what coaching communities find desirable, essential, and morally proper. Values also serve as the lens through which we evaluate our actions.

As marketers of coaching and coach practitioners, we recognize that we support not only coaches and organizations that value coaching and the furthering of coaching as a way of life.

We act as stewards of society in creating, facilitating, and executing the coaching engagements and other transactions that are part of a larger economy.

In this role, coaching marketers embrace the highest professional, ethical coaching norms and the ethical values demanded by our responsibility toward multiple stakeholders (e.g., customers, employees, investors, peers, channel members, regulators, and the host community or organization).

Ethical Norms

In marketing coaching and coach training, FLUXIFY must:

Do no harm. No harm means intentionally and carefully avoiding harmful actions or omissions. We embody high ethical standards and adhere to all applicable laws and regulations in our choices.
Foster trust in the marketing system. Good faith and fair dealing drive our contribution toward the exchange process’s efficacy and avoiding deception in product design, pricing, communication, and distribution delivery.
Embrace ethical values. Relationships and enhanced consumer confidence in marketing integrity affirm these core values: honesty, responsibility, fairness, respect, transparency, and citizenship.

Ethical Values

The values FLUXIFY holds in marketing are as follows:

Honesty – to be forthright in dealings with customers and stakeholders.

To this end, we will:

Strive to be truthful without exception.
Honor our explicit and implicit commitments and promises.
Offer products of value that do what we claim in our communications.
Stand behind our products if they fail to deliver their claimed benefits.
Inspired by THE DM CODE – The Jenim. https://blogs.oregonstate.edu/jenim/2019/11/09/the-dm-code/

Responsibility – to accept the consequences of our marketing decisions and strategies.

To this end, we will:

Strive to serve the needs of customers.
Avoid using coercion with all stakeholders.
Acknowledge the social obligations to stakeholders with increased marketing and economic power.
Recognize our particular commitments to vulnerable market segments such as children, seniors, the economically impoverished, market illiterates, and others who may be substantially disadvantaged.
Consider environmental stewardship in our decision-making.

Fairness – to balance the buyer’s needs with the seller’s interests justly.

To this end, we will:

Represent products in selling, advertising, and other communication forms; this includes avoiding false, misleading, and deceptive promotion.
Reject manipulations and sales tactics that harm customer trust. Refuse price-fixing, predatory pricing, price gouging, or “bait-and-switch” tactics.
Avoid knowing participation in conflicts of interest. Seek to protect the private information of customers, employees, and partners.

Respect – to acknowledge the basic human dignity of all stakeholders.

To this end, we will:

Value individual differences and avoid stereotyping customers or depicting demographic groups (e.g., gender, race, sexual orientation) in a harmful or dehumanizing way.
Listen to customers’ needs and make all reasonable efforts to monitor and improve their satisfaction on an ongoing basis.
Make every effort to understand and respectfully treat buyers, suppliers, intermediaries, and distributors from all cultures.
Acknowledge the contributions of others, such as consultants, employees, and coworkers, to marketing endeavors.
Treat everyone, including our competitors, as we would prefer being treated.

Transparency – to create a spirit of openness in marketing operations.

To this end, we will:

Strive to communicate clearly with all constituencies.
Accept constructive criticism from customers and other stakeholders.
Explain and take appropriate action regarding significant product or service risks, component substitutions, or other foreseeable eventualities that could affect customers or their perception of the purchase decision.
Disclose list prices and terms of financing as well as available price deals and adjustments.

Citizenship – to fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders.

To this end, we will:

Strive to protect the ecological environment in the execution of marketing campaigns.
Give back to the community through volunteerism and charitable donations.
Commit to contributing to the overall betterment of marketing and its reputation.
Urge supply chain members to ensure trade is fair for all participants, including producers in developing countries.

These ethical values are inspired by the American Marketing Association and embody the best marketing strategies and policies.

Implementation

FLUXIFY expects to be kind, courageous, and proactive in fulfilling the explicit and implicit promises made to all of our stakeholders.

We recognize that the coaching industry sector and marketing sub-discipline (e.g., marketing research, e-commerce, Internet selling, direct marketing, and advertising) have specific ethical issues requiring policies and commentary.

Consistent with our commitment to solving issues at the level where the expertise resides, we encourage refining industry and discipline-specific codes of ethics to supplement these guiding ethical norms and values.

This statement of ethical marketing is inspired by and based on The American Marketing Association Statement of Ethics found at https://archive.ama.org/archive/aboutama/pages/statement%20of%20ethics.aspx

Statement of Ethics American Marketing Association. https://dguth-journalism.ku.edu/AMA-Ethics.pdf

Accessed on June 22, 2022