Tools and Resources for Responsible Marketers.

Last Updated: October 2023

The Responsible Marketing Toolkit list is an evolving library of the best tools & resources our team have found, and used, to support ethical marketing.

Want to build your marketing toolkit? Sign-up here and we’ll send you one, free marketing tool or resource every month.

Influential Voices.

Mark Ritson: Mark Ritson is a brand consultant and former marketing professor. He has a PhD in Marketing and taught on the MBA programmes of leading business schools including London Business School and MIT. He has written a column on marketing for almost 20 years, winning the PPA Business Columnist of the Year three times.

Rory Sutherland: Rory is vice chairman of Ogilvy UK and is an expert on consumer behaviour, trends and the influence of the internet. He analyses what branding means, what creativity is, and the value of persuasion over compulsion.

Dave Trott: Dave has worked as creative director for some of the world’s most effective advertising agencies and the author of the brilliant Creative Mischief; Predatory Thinking: A Masterclass in Out-thinking the Competition.


Capitalize My Title: Automatically capitalize your titles & email subjects. Use Title Case, AP, APA, Chicago, MLA style, UPPERCASE to lowercase, & more.


The Curve by Nicholas Lovell: How do you make money when everything is going free?


Coolors: The super fast color schemes generator + a collection of more than 800K palettes.

Removal: Instantly get transparent background image in almost no time. Fully automated and free.

Website Design. helps build responsive embed codes for embedding rich third-party media into responsive web pages.

Microsoft Clarity: is a free analytics tool which provides website usage statistics, session recording, and heatmaps. Compared to Google Analytics (and other analytics platforms), it’s a little basic. But it’s robust, it’s easy to use, and it has some interesting features.

Octopus: create your website map or application structure, add notes, specify page content, and use color schemes to improve your site map design or implement website development or content planning.

Worth Of Web: find the website value, revenue, visits & pageviews estimates, Alexa Traffic Rank & charts, and Worth Of Web Rank for any website with this website value calculator.

UserTesting: a free tool that lets you see and hear a five-minute video of a real person using your website.

Chrome Extensions.

Keywords Everywhere: This Chrome extension provides useful google keyword search volume, cost-per-click information, and competitor data.

Grammarly: An online grammar checking, spell checking, and plagiarism detection platform.

Hunter: Immediately find the email addresses behind the websites you’re browsing.

Mailtrack: Free email tracking for Gmail.

LinkedIn Sales Navigator: Connect with email contacts on LinkedIn without leaving Gmail.

ColorZilla: Pick colour # codes straight from your webpage.

SEOquake: Check any webpage for a huge selection of SEO parameters.

Awesome Screenshot: Capture all or part of any web page. Add annotations, comments, blur sensitive info, and share with one-click uploads.

Image Downloader: Browse and download images on a web page

Screely: An online tool that instantly turns your screenshots and designs into beautiful design mockups.

Crystal Knows: The Crystal artificial intelligence platform uncovers the psychographic characteristics and conversational preferences of individuals. It uses a proven psychological test called DISC as its foundation. Then Crystal makes real-time recommendations on the words, phrases, styles, and tones you should use or avoid.


Stock Up: Best free stock photo websites in one place.

Pexels: Best free photos in one place.

All The Free Stock: Free stock images, icons, and videos.

Unsplash: Free (do whatever you want) high-resolution photos.

Splashbase: Search & discover free, hi res photos & videos.

Startup Stock Photos: Go. Make something.

Jay Mantri: Free pics. do anything (CC0). Make magic.

Travel Coffee Book: Sharing beautiful travel moments.

Designers Pics: Free photographs for your personal & commercial use.

Death to the Stock Photo: Free photos sent to you every month.

Foodie’s Feed: Free food pictures in hi-res.

Mazwai: Free creative commons HD video clips & footages.

Jéshoots: New modern free photos.

Super Famous: Photos by Dutch interaction designer Folkert Gorter.

Pixabay: Free high quality images.

Super Famous: Photos by Dutch interaction designer Folkert Gorter.

Picography: Free hi-resolution photos.

Pixabay: Free high quality images.

Magdeleine: A free high-resolution photo every day.

Snapographic: Free stock photos for personal & commercial use.

Little Visuals: 7 hi-res images in your inbox every 7 days.

Splitshire: Delicious free stock photos.

New Old Stock: Vintage photos from the public archives.

Picjumbo: Totally free photos.

Life of Pix: Free high-resolution photos.

Gratisography: Free high-resolution photos.

Getrefe: Free photos.

IM Free: A curated collection of free resources.

Cupcake: A photographer’s treat by Jonas Nilsson Lee.

The Pattern Library Free patterns for your projects.

Public Domain Archive: New 100% free stock photos.

ISO Republic: High-quality, free photos for creatives.

Stokpic: Totally free photos.

Kaboompics: The best way to get free photos.

Function: Free photo packs.

MMT: Free stock photos by Jeffrey Betts.

Paul Jarvis: Free high-resolution photos.

Lock & Stock Photos: Free stock photos for you.

Raumrot: Free high-resolution picture.

Bucketlistly: A free creative common collection of travel photos.


TypeGenius: Find the perfect font combo for your next project.

Font Squirrel: 100% free commercial fonts.

FontFaceNinja: Browser extension to find the web fonts a site uses.

Google Fonts: Free, open-source fonts optimized for the web.

Beautiful Web Type: Best typefaces from the Google web fonts directory.

DaFont: Archive of freely downloadable fonts.

1001 Free Fonts: A huge selection of free fonts.

FontPark: The web’s largest archive of free fonts.

Font-to-width: Fit pieces of text snugly within their containers.

Adobe Edge Fonts: The free, easy way to get started with web fonts.

Typekit: A limited collection of fonts to use on a website or in applications.

Image Optimisers.

TinyJPG | TinyPNG: Compress images. Optimize and compress your images online.

Kraken: Optimize your images & accelerate your websites.

ImageOptimizer: Resize, compress and optimize your image files.

ImageOptim: Makes images take up less disk space & load faster. Image optimizer WordPress plugin.

Dunnnk: Beautiful mockups.

InstaMockup: Create beautiful screenshots of your app or website.


Open Site Explorer: A comprehensive tool for link analysis.

Ahrefs: Site explorer & backlink checker.

Quick Sprout: Complete analysis of your website.

WordPress SEO by Yoast: Have a fully optimized WordPress site.

SEO Site Checkup: Check your website’s SEO problems for free.

Hubspot Marketing Grader: Grade your marketing.

SimilarWeb: A popular tool for getting data about web traffic and performance. The tool is really simple to use — you just enter a website URL and Similarweb gives you information about the site’s organic rankings, competitors, marketing channels, and more.

Alexa Ranking: Analytical insights to analyze any site’s rank.

SERPs Rank Checker: Free keyword rank & SERP checker.

OpenLinkProfiler: The freshest backlinks, for free. Free alternative to Google Keyword Planner.

Google: Analytics | Keyword Planner | Webmaster Tools | Trends |

Nibbler: Test any website.

Browseo: How search engines see your website.

Broken Links: Find broken links, redirects & more.

Copyscape: Search for copies of your page on the web.

Google Pagespeed Insights: Check the performance of your site.

Pingdom: Test & the load time of a site.

GTMetrics: Analyze your page’s speed performance.

Moz Local: Check your local listings on Google, Bing, and others.

XML Sitemaps: Sitemap generator that creates XML & HTML variants.

Shopify E-commerce Report: Get your free Ecommerce report.

W3C validator: Easy-to-use markup validation service.

Email Marketing.

Good Sales Emails: Learn how some of the best companies are doing sales, by looking at their email campaigns.

Just Good Copy: Email copy from great companies


The Anti-Greenwash Charter: By signing this Charter, your organisation can make a public commitment to uphold the highest standards of communication and help combat the negative impact of greenwashing, on the development of the sustainable built environment.

2024 Guide to Responsible Marketing.

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