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Code of Ethics

Corporate Social Responsibility is an organization’s commitment within its business model to its various stakeholders. This may include a business’s sustainability, philanthropy, professional memberships, and code of ethics. It’s a kind of self regulation designed to ensure overall best practices.

Woodland Strategies abides by the AMA’s Statement of Ethics.

Contact us to learn how Woodland Strategies can help grow your business.

Woodland Strategies, Inc.’s President and Founder Martha Stutsman spent six years serving on a local Bioethics Committee in the Twin Cities, chairing the Education Committee for three of those six years. Currently, Woodland Strategies, Inc. is a member of a number of professional organizations, including the American Marketing Association (AMA). The AMA is one of the largest marketing associations in the world. This organization provides its membership with a wide range of marketing knowledge, access to the latest best practices, and opportunities to engage with peers. As a member, Woodland Strategies, Inc. abides by the AMA’s Statement of Ethics, which is published below with permission by the AMA for your reference.

Statement of Ethics
By: AMA Publishing
(Reprinted with Permission, 2020)

Ethical Norms and Values for Marketers

PREAMBLE

The American Marketing Association commits itself to promoting the highest standard of professional ethical norms and values for its members (practitioners, academics and students). Norms are established standards of conduct that are expected and maintained by society and/or professional organizations. Values represent the collective conception of what communities find desirable, important and morally proper. Values also serve as the criteria for evaluating our own personal actions and the actions of others. As marketers, we recognize that we not only serve our organizations but also act as stewards of society in creating, facilitating and executing the transactions that are part of the greater economy. In this role, marketers are expected to embrace the highest professional ethical norms and the ethical values implied by our responsibility toward multiple stakeholders (e.g., customers, employees, investors, peers, channel members, regulators and the host community).

ETHICAL NORMS

As Marketers, we must:

  1. Do no harm. This means consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.
  2. Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.
  3. Embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.

ETHICAL VALUES

Honesty – to be forthright in dealings with customers and stakeholders. To this end, we will:

  • Strive to be truthful in all situations and at all times.
  • Offer products of value that do what we claim in our communications.
  • Stand behind our products if they fail to deliver their claimed benefits.
  • Honor our explicit and implicit commitments and promises.

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 that come with increased marketing and economic power.
  • Recognize our special commitments to vulnerable market segments such as children, seniors, the economically impoverished, and others who may be substantially disadvantaged.
  • Consider environmental stewardship in our decision-making.

Fairness – to balance justly the needs of the buyer with the interests of the seller. To this end, we will:

  • Represent products in a clear way in selling, advertising and other forms of communication; this includes the avoidance of false, misleading and deceptive promotion.
  • Reject manipulations and sales tactics that harm customer trust. Refuse to engage in 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 negative or dehumanizing way.
  • Listen to the needs of customers 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 wish to be 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. Contribute to the overall betterment of marketing and its reputation.
  • Urge supply chain members to ensure that trade is fair for all participants, including producers in developing countries.

IMPLEMENTATION

We expect AMA members to be courageous and proactive in leading and/or aiding their organizations in the fulfillment of the explicit and implicit promises made to those stakeholders. We recognize that every industry sector and marketing sub-discipline (e.g., marketing research, e-commerce, Internet selling, direct marketing, and advertising) has its own specific ethical issues that require policies and commentary. An array of such codes can be accessed through links on the AMA Web site. Consistent with the principle of subsidiarity (solving issues at the level where the expertise resides), we encourage all such groups to develop and/or refine their industry and discipline-specific codes of ethics to supplement these guiding ethical norms and values.

Learn how Woodland Strategies can help you grow your business.

  • "We worked with Woodland Strategies to assist with developing a fundraising plan that incorporated strategies to increase philanthropic opportunities from our stakeholders. From creating effective mini-fundraising events, to crafting inspirational messaging, to connecting stakeholders to philanthropic opportunities, Martha and her team worked with us every step of the way. Woodland Strategies’ process was very collaborative and empowering. This was important to our organization, and to me."


    Carol, VP of Communications and External Relations

  • "Martha's skill was essential to the success of our recent project! Her knowledge of marketing is strong and reliable. She has excellent communication skills. Martha is creative, personal and forward thinking. She is one of the most trustworthy people I know, and I give her my most enthusiastic recommendation."


    Marianne, Board of Directors President

  • "We hired Woodland Strategies for assistance with our Strategic Plan. Martha brought our entire team together and we couldn’t have done this without her help. We felt very supported by her and would hire Woodland Strategies for future projects."


    Sara, Non-Profit Executive Director

  • "I've worked with Martha for over 5 years and have found her approach to be truly unique. I am impressed by her desire to learn about my business and modify her marketing approach based on my specific needs. I'm happy to have Martha on my "team"."


    Pete, Small Business Owner