Is 'Sniff' Marketing Ethical? A Sensory Perspective

I just had an interesting marketing-related conversation with my husband over the weekend that led me telling myself I needed to do more research on the subject.

My husband over our morning coffee said, "Did you know Disney pumps out artificial popcorn smells in their park?"

Naturally, as the Disney fanatic that I am, did already know this (they call them smellitizers). I also mentioned that they pump out a lot of artificial smells on their rides, most commonly known being the Pirates of the Carribbean and Haunted Mansion rides (of which you can buy a candles with the scent).

My husband then proceeded to tell me that in India, they don't allow such unethical marketing. I was confused -- why would he consider smells unethical? His argument was that by pumping artificial smells into the air, you're causing an involuntary reaction on the consumer without their knowledge or permission for your gain. I had plenty of arguments against this concern, but since I'm the marketer, his basic reply was that 'of course I don't find it unethical.'

Marketing is often considered a sensory experience. The visuals of a captivating ad, the emotions evoked by a poignant story, or the sound of a catchy jingle—all are tools to engage and influence consumers. But what about smell?

'Sniff' marketing (it's actually called smell marketing, I just think sniff is cuter), the deliberate use of scents to promote a brand or product, has been quietly revolutionizing the way businesses connect with their audiences. This strategy has seen notable use by brands like Cinnabon, Disney, and Dunkin Donuts. Despite its effectiveness, sniff marketing has raised questions about its ethical implications.

When I had the prior conversation with my husband, I thought the ethical implications was a no-brainer: it was ethical, because the consumer is still in charge of their decision making, and this is a far cry from guerilla marketing. However, I felt like I needed a deep-dive into the topic in order to make an actual case.

The Power of Smell in Marketing

Our sense of smell is deeply tied to memory and emotion. Research shows that scents can evoke vivid memories, heighten brand recall, and influence consumer behavior. Brands have leveraged this in creative ways:

• Cinnabon strategically places its ovens near the front of its stores to waft the irresistible smell of freshly baked cinnamon rolls. This isn't coincidental—it’s a calculated effort to entice passersby and spark cravings.

• Disney employs a technique known as "Smellitizers" in its theme parks to enhance guest experiences. From the smell of popcorn on Main Street to the scent of freshly baked cookies near attractions, these aromas are carefully curated to align with the environment and evoke joy.

• Dunkin Donuts conducted a fascinating experiment in South Korea. They infused the smell of coffee into buses whenever their jingle played. This innovative pairing of sound and scent led to an increase in coffee sales at stores near bus stops, showcasing how sensory marketing can drive behavior.

Ethical Concerns of Sniff Marketing

While sniff marketing may seem harmless at first glance, it does have ethical gray areas that some argue could tip the scale toward manipulation. Here's a deeper dive into why sniff marketing might be considered unethical:

1. Subconscious Influence

Smell is a powerful sense that bypasses the rational parts of the brain and directly triggers emotions and memories. Critics argue that this subconscious impact removes a layer of consumer autonomy.

• Example: A person may not even realize that a scent is influencing their decision to purchase a product, leading to an arguably unfair advantage for the brand.

• Ethical Concern: This manipulation could be seen as exploiting a vulnerability, especially when consumers are unaware they’re being targeted.

2. Potential Health Risks

Some scents, especially artificial or heavily diffused ones, can cause adverse reactions.

• Health Issues: People with asthma, allergies, or sensitivities to strong smells may experience discomfort, headaches, or even medical emergencies.

• Ethical Concern: By releasing scents in public spaces or enclosed areas, companies may be putting certain individuals at risk without their consent.

3. Invasion of Public Spaces

Using scent as a marketing tool in shared spaces, like public transportation or malls, can feel intrusive.

• Example: Dunkin Donuts’ experiment in South Korea infused the smell of coffee into buses. While innovative, passengers had no choice in being exposed to this scent.

• Ethical Concern: It raises questions about whether it’s fair to subject people to marketing tactics in spaces where they cannot opt out.

4. Coercive Tactics

By leveraging primal instincts (like hunger or nostalgia), sniff marketing can be seen as coercive, compelling people to make purchases they hadn’t planned on.

• Example: Cinnabon’s strategic use of scent to create cravings might lead people to abandon dietary or financial goals.

• Ethical Concern: The tactic could be viewed as prioritizing profits over consumers' well-being.

5. Inequality and Accessibility

Not everyone experiences or perceives scents in the same way.

• Example: Individuals with anosmia (loss of smell) or olfactory impairments are excluded from the intended marketing message.

• Ethical Concern: This could marginalize certain groups, making the experience inequitable.

6. Lack of Transparency

Unlike visual or auditory advertisements, scent-based marketing often goes unnoticed by consumers in terms of its origin or purpose.

• Example: A bakery might deliberately release a bread scent, leading people to believe it’s freshly baked when it’s not.

• Ethical Concern: This lack of transparency could be viewed as deceptive, blurring the line between genuine product features and artificial enhancements.

7. Environmental Impact

Diffusing scents often involves synthetic chemicals, which may contribute to air pollution or harm the environment.

• Ethical Concern: Brands engaging in sniff marketing could face scrutiny for prioritizing sales over sustainability, especially as consumers grow more environmentally conscious.

Why Sniff Marketing is Ethical

While concerns are valid, sniff marketing is no more manipulative than other forms of advertising. For instance:

• Emotional advertising: Sentimental commercials use music and storytelling to tug at heartstrings, yet they are widely accepted as standard marketing practice.

• Visual branding: Eye-catching designs and strategic product placement attract consumers’ attention, often influencing purchasing decisions in ways that aren’t entirely conscious.

Sniff marketing merely extends this logic to another sense. It provides an enhanced sensory experience that aligns with the brand’s messaging and ambiance. When done responsibly—without overwhelming or misleading consumers—sniff marketing can be a powerful tool for creating memorable and enjoyable brand interactions.

Benefits for Consumers and Brands

From an ethical standpoint, sniff marketing often enhances the consumer experience rather than detracts from it. Furthermore, Brands leveraging scent as part of their strategy aim to create a positive association, which can lead to greater customer satisfaction and loyalty.

Here's my arguments as to why sniff marketing IS ethical:

1. Enhances Consumer Experience

Sniff marketing often adds value by improving the sensory experience for consumers.

• Example: Disney’s Smellitizers immerse visitors in the magic of their parks, enriching the environment rather than detracting from it.

• Ethical Defense: By aligning with the brand’s theme and purpose, these scents enhance enjoyment and leave consumers with positive, memorable experiences.

2. Encourages Positive Associations

Scents can evoke pleasant emotions and nostalgia, which can deepen brand loyalty.

• Example: The smell of Cinnabon reminds people of indulgence and comfort, reinforcing the brand’s identity.

• Ethical Defense: Rather than manipulating, the scents amplify feelings that are already tied to the brand, making the marketing authentic and emotionally rewarding.

3. A Natural Form of Influence

Smell, like visual and auditory cues, is a natural way to engage consumers.

• Parallel with Other Marketing: Bright colors on packaging or jingles in ads also appeal to senses and influence decisions. Scent is just another sensory layer that businesses can leverage.

• Ethical Defense: Marketing, by nature, is persuasive. Smell is not inherently different or more invasive than other forms of advertising.

4. Informed Choices Are Still Possible

Consumers are not forced to act based on scents.

• Example: While Cinnabon’s scent might tempt someone to purchase, they still make the conscious choice to walk into the store and buy the product.

• Ethical Defense: The smell provides an incentive, but the decision-making process ultimately remains in the consumer’s control.

5. Non-Disruptive Compared to Other Marketing Tactics

Scent marketing is subtle and doesn’t bombard consumers with loud visuals, audio, or intrusive pop-ups.

• Example: A soothing lavender scent in a spa lobby enhances relaxation without overwhelming the senses.

• Ethical Defense: It’s less intrusive than other tactics, creating a more pleasant atmosphere rather than forcing attention.

6. Enhances Brand Differentiation

In competitive markets, sniff marketing allows brands to stand out and create unique identities.

• Example: Dunkin Donuts’ coffee scent reinforces its brand personality as the go-to place for coffee and breakfast.

• Ethical Defense: Just as a logo or slogan makes a brand memorable, scent can differentiate a brand in a non-exploitative way.

7. Creates an Emotional Connection Without Deception

Smell marketing doesn’t fabricate a product's appeal—it complements it.

• Example: A coffee shop that smells like freshly brewed coffee accurately represents its offerings, unlike deceptive claims or exaggerated promises in some advertisements.

• Ethical Defense: It aligns with reality, enhancing what’s already there rather than misrepresenting it.

8. Scents Are Often Intrinsic to the Product

Many scents used in marketing are directly tied to the product or service being offered.

• Example: The smell of sunscreen at a beach resort complements the setting and purpose of the vacation experience.

• Ethical Defense: These scents don’t manipulate but instead amplify natural characteristics of the product or environment.

9. Aligns with Consumer Expectations

Consumers often expect certain sensory experiences from brands.

• Example: A bakery without the smell of bread baking would feel incomplete to many.

• Ethical Defense: Delivering on these expectations through scent is a way to meet consumer desires, not manipulate them.

When thoughtfully executed, sniff marketing becomes an extension of a brand’s identity, enhancing rather than exploiting the consumer experience. Like any marketing strategy, the key lies in using it responsibly and transparently.

Sniff marketing taps into an innate human sense, offering a unique way for brands to connect with consumers. While it’s important to implement such strategies responsibly—ensuring health and accessibility concerns are addressed—it is ultimately no more manipulative than other well-accepted marketing techniques.

As consumers, we experience marketing on many sensory levels. Whether through sound, sight, or smell, these techniques are tools brands use to tell their stories. When employed ethically, sniff marketing is just another way to make those stories more engaging and memorable.