Emotions Matter: Return on Ethics (ROE)

“eBay sends 200 million emails a week and, as the custodian of the brand, it is vital to me that each touchpoint reinforces a positive message for our customers. The findings from this ground-breaking research clearly show the impact that marketing and communicating to customers in an ethical way has on a business’ bottom line. Evidently, this is more than just being ethical for the sake of it. Responsible marketing and treating your customers with respect is a crucial element of business in 2019.”

Gareth Jones, CMO

“Our vision at Virgin is to become the most-loved travel brand, something we can only do through genuine, honest and meaningful conversations with our customers.
We’ve supported Phrasee’s Emotions Matter campaign from the start and this new research makes it even clearer how ethics play a huge part in transforming our customers’ experiences.”

Mark Croucher, Head of Customer Experience

“Dixons Carphone prides itself on putting customers first. Fear-based tactics are not only unethical, they are also a lazy approach to marketing. One of our core values is helping customers enjoy amazing technology which means focusing on positive messaging that improves their experience.”

Saul Lopes, Head of CRM

“Phrasee’s Emotions Matter campaign leads the way in modern marketing. It aligns with my own beliefs and it reinforces eBay’s core values. Brands need humanity and compassion, or they won’t be brands for very long. We use Phrasee confident in the knowledge that we’re not just getting indispensable technology that frees up our copywriters’ time – we’re also getting diverse, brand-affirming, ethical language that resonates with our customers anywhere in the world. ”

Molly Prosser, Associate Creative Director

“At Hilton, all team members are personally responsible for acting with integrity in order to enhance Hilton’s reputation, client experience, and a healthy work environment. We have built a culture to maintain the highest ethical standards in the hospitality business, ensuring our marketing activities are truthful and accurate, with our audience receiving a positive and transparent experience at every touch point.”

Marc Lantrok, Senior Manager CRM Client Services

“I strongly support the work Phrasee is doing on Emotions Matter. I believe that marketers should value and respect their customers enough to market to them as they would like to be marketed to. I think that great marketing comes from putting brands /products /services into the context of people’s lives. If you ignore that, you can end up with one dimensional messaging, often based on fear or anxiety. This kind of negative messaging can give marketers a bad name and alienate customers. And customers are people, just like us. That’s why Emotions Matter.”

Matt Button, Head of CRM and Social

“I found Phrasee’s Emotions Matter campaign extremely insightful. It has definitely made us think about our responsibility as marketers and how we talk to consumers.”

Adam Vanstone, Head of Campaigns