Emotions Matter: Return on Ethics (ROE)

We've done the research...

Return on Ethics (ROE) is the impact that marketing and communicating to customers in an ethical and responsible way has on a business.

Not only is ethical marketing the right thing to do, but it also drives commercial benefits, impacting your brand reputation, team and bottom line.

Phrasee and Vitreous World carried out a survey into attitudes towards unethical marketing among 4,000 consumers and 400 marketers across the UK and the US.

The results really do prove that ethical marketing is a no-brainer.

  • Emotions Matter

    The guide

    A collection of thought-provoking advice from senior figures & brands, to start changing the conversation around fear & anxiety-based marketing.

  • Emotions Matter

    The kit

    It's time to make a change. Join the movement. Download our starter pack to help share the message of our Emotions Matter campaign.

About Emotions Matter

From day one, our phounders – Parry, Neil & Victoria – said that Phrasee would take action to help raise awareness of mental health issues.

Why? Because it affects all of us in one way or another, and it’s imperative that we, as marketers, as technologists, and as human beings, are part of the conversation.

We launched the Emotions Matter campaign to do the right thing…

Hear from some of our supporters

  • “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


We'd love you to be part of this movement. If you want to stand with us, just email "Yes please" to emotionsmatter@phrasee.co and we'll get in touch!