Ethics and Trust in Marketing Partnerships in the Digital Age

In the digital age, marketing partnerships have become an increasingly common tool for business growth, requiring a strong ethical foundation and trust between participants. This article examines the role of ethics and trust as factors in the stability of partnership relations in digital marketing. We analyze theoretical approaches to relationship marketing, highlighting that ethical norms and trust reduce transaction costs and enhance collaboration efficiency. Using open data from 2020–2024, we study case examples of the Russian company Magnit and the international company Unilever. The findings show that adherence to ethical principles (transparency, honesty, responsibility) and deliberate trust-building with partners contribute to the long-term stability of partnerships. In Magnit’s case, a focus on collaboration with local suppliers and farms strengthened trust in the supply chain and increased the share of local products. The international example examines Unilever’s decision to pause advertising partnerships with social platforms due to ethical disagreements, demonstrating the prioritization of corporate values over short-term gain. In conclusion, we argue that ethics and trust are key factors for the success and resilience of marketing partnerships in the digital economy.