Between Ethics, Sustainability, and US Tech

Between Ethics, Sustainability, and US Tech

Estimated reading time: 6 minutes. Updated 11th February 2025.

I’ve been reflecting on recent events surrounding Donald Trump’s latest inauguration and what it might mean for those of us who strive to operate our businesses ethically and sustainably.

As an SEO consultant based in New Zealand, I’m unavoidably connected to a digital ecosystem that’s very much centred in the United States, which leaves me with complicated feelings about the platforms I rely on daily. It’s a situation that, for me, raises questions about whether it’s possible to remain ethically and environmentally conscious while still engaging with tools that have such close links to policies I fundamentally disagree with.

What Does It Mean to Be Ethical and Sustainable?

For me, ethical business practices hinge on operating with transparency, integrity, and a genuine care for societal impact. In practical terms, this could mean prioritising honesty in marketing, respecting consumer privacy, and being mindful of our influence on broader communities.

Meanwhile, a sustainable approach goes beyond minimising carbon footprints—it means making decisions that benefit the environment and local communities without undermining the ability of future generations to thrive. Many of us in the marketing world are trying to incorporate these values into our work, but the current political climate feels like it’s undermining those very principles.

It’s Not Just a Passing Fad—Look at the B Corp Movement

There’s been a marked surge in businesses making genuine commitments to social and environmental responsibility. The B Corp movement, for example, has expanded significantly, with over 7,600 Certified B Corporations spread across 84 countries and 157 different industries (as of December 2023).

These certifications aren’t handed out frivolously; companies must meet stringent criteria covering everything from governance and workers’ rights to environmental impact. This growth demonstrates that ethical and sustainable practices are no longer niche ideals—they are firmly on the global agenda.

The Implications of the Latest Events

In my line of work, I rely (both directly and indirectly) on platforms controlled by some of the world’s largest American companies—Google (Alphabet), Meta, Apple, Amazon, and others. Many of these firms have not only contributed billions to the Trump administration’s re-election but have also begun aligning their policies with its new direction.

While much of this discussion centres around U.S. policy changes, these shifts will have global consequences—including here in New Zealand, where businesses, marketers, and news media remain heavily dependent on these platforms.

The concern isn’t just about who is in office—it’s about the structural power of Big Tech and how its leaders are leveraging this political shift to roll back commitments to sustainability, ethical governance, and data transparency. For instance;

Billions in Political Contributions

Apple’s Tim Cook and OpenAI’s Sam Altman were among the major tech executives who donated over $1 million each to Trump’s inauguration fund, signalling a willingness to align with the new administration’s policies. This raises concerns about whether future AI and cloud infrastructure policies will prioritise corporate interests over ethical considerations like data protection and transparency.

Google’s Fight Against Regulation in New Zealand

Under Trump’s administration, Big Tech companies have become increasingly aggressive in resisting regulatory oversight. In New Zealand, Google has warned it may stop linking to local news if new legislation forces them to pay publishers—mirroring previous conflicts in Australia and Canada. If Google follows through, it would impact New Zealanders’ access to reliable, local journalism, handing even more control of information distribution to the U.S.-based search giant.

Meta and the Normalisation of Misinformation

Meta, which contributed significantly to Trump’s campaign, has quietly discontinued its third-party fact-checking programme across Facebook, Instagram, and Threads. Instead, it now relies on a “Community Notes” system, effectively shifting the burden of fact-checking onto users. At the same time, Meta has dismantled its Diversity, Equity, and Inclusion (DEI) initiatives, a move that aligns with the administration’s broader agenda of rolling back corporate social responsibility programmes.

Elon Musk’s Role in Government & Deregulation

Trump has appointed Elon Musk to lead the Department of Government Efficiency (DOGE), an initiative focused on reducing federal spending. Musk’s first action? Shutting down the Chief Diversity Officers Executive Council, reinforcing the administration’s move away from corporate diversity and accountability measures. His influence within the government also raises concerns about how public infrastructure, communications (such as Starlink), and AI regulations might be shaped by corporate priorities rather than public interest.

Amazon and the Deregulation of Big Business

Amazon’s Jeff Bezos has publicly supported Trump’s plans to cut regulations on tech companies—a move that could weaken data privacy protections worldwide. While deregulation may be framed as “pro-business,” the reality is that it removes key consumer protections, making it harder for international users—including those of us in New Zealand—to hold these companies accountable for unethical data practices.

Environmental Rollbacks and the Climate Impact of Big Tech

Within hours of taking office, Trump signed an executive order withdrawing the U.S. from the Paris Climate Agreement—undoing years of international climate collaboration. The administration has since announced plans to expand fossil fuel production and dismantle environmental protections, including reducing the influence of the Environmental Protection Agency (EPA). Meanwhile, major tech companies—including Google, Amazon, and Meta—are actively lobbying to rewrite global greenhouse gas accounting rules in ways that make them appear more sustainable than they actually are.

These actions reinforce the uncomfortable reality that many of the world’s most powerful digital platforms are no longer neutral tools—they are actively shaping political, environmental, and economic policies that directly impact ethical businesses worldwide.

For those of us who value sustainability, data transparency, and ethical governance, the Trump administration’s return raises difficult questions. The platforms we depend on to run businesses, reach audiences, and operate efficiently are now more politically aligned than ever before.

Can we truly separate our reliance on these tools from the political and economic structures they reinforce? And if not, how do we, as marketers and business owners, remain conscious of our impact without becoming complicit?

What Should We Do?

I won’t pretend to have all the answers or offer prescriptive steps for fellow marketers—everyone’s situation is different. Still, I believe there’s merit in being transparent with clients and business partners about these tensions. The more we openly discuss this sense of conflict, the more likely we are to drive demand for alternatives or encourage existing platforms to review their practices.

It might not be feasible to boycott every big-name service, particularly when they offer the primary pathways to reaching global audiences. However, each of us can remain vigilant, questioning how these tools are used and advocating for more sustainable options where they exist.

The growth of initiatives such as B Corp reassures me that momentum for ethical and sustainable business continues to build. There’s power in a collective voice that says, “We care about more than profit,” and it makes me hopeful that we’ll eventually see a shift—even in the platforms currently under scrutiny.

Ultimately, I’m mindful that my work as a digital marketer is shaped by forces well outside my personal control, from politics to economics to technology’s continued dominance. Still, if enough of us keep talking, keep challenging, and keep showing genuine concern for people and the planet, perhaps we can make steady progress towards the kinds of changes we want to see.

I choose to stay aware, keep learning, and align with organisations that demonstrate commitment to the broader good whenever I can. It’s not simple, but it’s a start.

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About The Author

I’m Michaela Laubscher, and I’ve spent over sixteen years immersed in the ever-evolving digital marketing landscape, specialising in SEO for the past seven years.

Based in Christchurch, New Zealand, I bring a global outlook and extensive experience to guide businesses like yours to new heights online.

Find out more