Marketing Code-X

Ethical Options

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

Impossible website

ETHICAL OPTIONS” NORM: Have your cake and save the planet too. No need to sacrifice what you enjoy.

Zipcar YouTube video

ETHICAL OPTIONS” FORMS: Happy, upbeat images of people enjoying themselves juxtaposed with data on how ethical their choices are. Reassuring, triumphant. “18 million plastic bottles diverted.” “Over 319k sustainable homes.”

From a 2019 audit of the “Purposeful Choices” space. Defined as: Makes me feel self-reliant, able to take action by doing the heavy lifting for me, offering me easy and viable choices to do the right thing, inviting me to band together with like-minded peers, reassuring me that I am welcome.

Tags: CODE-X