For those of you whom like oxymorons, here comes a cracker. Quicker than you can say, "David Cameron, eco-warrior", the latest buzz phrase in corporate circles is ethical marketing.
With greenness and cleanness and political correctness influencing consumers' buying decisions like never before, marketers are waking up and smelling the fair trade coffee.
There are not one but two conferences on these areas in Edinburgh in the coming weeks. First up is Ethical Marketing: The Business Opportunity, taking place on Wednesday week.
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Hosted by the Direct Marketing Association (DMA), the programme includes sessions on the ethical shopper, marketing strategies for reaching them and ways to make the actual process more environmentally friendly.
Two weeks later comes Feel Good Marketing, which is being organised by the Marketing Society. It will focus on the importance of corporate social responsibility to any company's ethical credentials and how this can no longer be separated from marketing.
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