In applying advanced consumer-insight principles to branding, sales or marketing, this Code of Ethics sets out the standards we commit to uphold, and encourage for all our course takers - ensuring our created work together on this earth is respectful, responsible and trust-building.
Prioritise the autonomy of individuals: support meaningful choices rather than manipulate them.
Be transparent about our methods, intentions and how insights are used within our work.
Respect data-privacy at every step: collect only what’s necessary, anonymise where possible, and securely store and process information.
Honour informed participation: ensure any involved individuals understand how insights are derived and how their information may be used.
Avoid exploiting emotional or cognitive vulnerabilities of any individual or group.
Use insights for enhancement -not coercion: create experiences that empower the consumer and build genuine value.
Act with fairness and equity: ensure that targeting, segmentation or messaging does not unfairly disadvantage or discriminate against any audience.
Balance short-term performance gains with long-term trust and brand credibility.
Communicate honestly: avoid exaggeration, misleading claims or hiding critical context behind persuasive messages.
Build internal accountability: regularly review how insight-driven strategies affect real people, and be prepared to adapt if the impact is unintended.
Foster an inclusive mindset: design for diverse cognitive styles, emotional states and life-contexts.
Treat insight and influence as tools for connection, not control: our goal is to build meaningful relationships - not simply maximise metrics.
By following these guidelines, our branding, sales and marketing approaches will together remain grounded in integrity, respect and positive consumer-experience.