"The first step in companies marketing to people in ways that are ethical is telling me exactly who you are and what the benefit is for your product or service. Explain to me (the consumer), how your company will address my needs, add value and flavor to my life, and help me build a relationship with either you, the company, or the people around me using your products and services. Ethical marketing needs to be responsible in what it communicates and realize that it has a responsibility to be true and honest and authentic and to illustrate that value in unequivocal ways."