The evolution from the Efficient Market Hypothesis (EMH) towards Behavioural Finance (BF) has marked a profound shift in the conceptual underpinnings of modern financial theory. Under the classical assumptions of EMH, financial markets were long viewed as efficient arenas in which rational actors aggregated all available information to determine asset prices (Fama 1970).
In a globalised market marked by diverse cultural influences, the intersection of ethical theory and commercial practice has become increasingly significant. Cultural relativism—the notion that moral values and ethical standards are determined by cultural context rather than by universal principles—provides an illuminating, if controversial, lens through which to examine marketing and branding strategies in the finance industry.
The world of marketing is undergoing a seismic shift, driven by technological advancements, evolving customer behaviours, and the demand for greater personalisation. In this new landscape, businesses can no longer rely solely on traditional methods; success depends on the ability to integrate innovative tools and strategies while maintaining the human connection that builds trust and loyalty.
