What is conscious marketing, and how can it help your business
Conscious marketing is not about forcing your values on customers.
Hidden in all of this is one point I need to be clear about conscious marketing, that’s for sure – conscious marketing gets profit from the equation. Profit is not part of the discussion. That’s not to say brands shouldn’t make money. It’s not a question of making money or not.
The fact that you are ethically making quality products is very helpful, but your main goal should not be to sell as many things as possible and continue to breed this greedy monster, but to get that message across to the mass market and make them conscious buyers and buy your quality product instead of cheap junk.
If you don’t employ these tactics, it can be a challenge for small brands – and it is – but there are ways to counteract it. For example, I also recommend that my clients seek out partnerships and buy their products from larger stores – both online and offline – to make their products more accessible, as the average consumer usually doesn’t take the time to do the necessary research to find an ethical brand with a clean supply chain. However, they are willing to choose more sustainable products in-store. Anyway, this is just a hint.
Conscious marketing is about understanding and addressing the psychological needs of your customers.
Prioritise the needs and wants of your customers: Use a conscious marketing strategy to effectively serve your target audience. Conscious marketing allows you to gather information about each customer’s questions and concerns, and then proactively address them. Because modern shoppers often explore the companies they buy from, conscious marketing can help them identify the value of the product and how the company can meet their needs and interests. Additionally, practicing mindful marketing can help you identify how your business movement aligns with your client’s goals by providing solutions to emotional problems or promoting positive social transformation.
Conscious marketing seeks to align marketing and sales efforts with the company’s mission and the client’s core values. It confirms that a company’s product features, pricing and marketing structure are genuinely interested in solving customers’ problems while adding value to society.
Conscious marketing is a way of marketing that puts the needs and wants of the customer first. It puts the customer first and uses active engagement to help customers make purchasing decisions that positively impact their lives. Unlike traditional marketing, where revenue and sales are the primary indicators of success, regardless of how a purchase affects the customer, conscious marketing enables customers to make the best purchasing decisions for their well-being and lifestyle.
Conscious marketing is not about manipulating people with ads or slogans.
Conscious marketing should not be confused with socially conscious marketing. The latter focuses on addressing larger political and social issues or debates — something companies largely avoid because so many things can go wrong. Gillette’s The Best Men Can Be ad campaign is an example of socially conscious marketing.
So the question remains – can a company that is not a conscious capitalist engage in conscious marketing? I would say the most important mindset of an unintentional marketing campaign is that it supports a company doing the right thing all over the world. However, we don’t have to be perfect – we just need to be on the go.
Embedding this human truth provides the foundation for empowering storytelling so you can build your next breakthrough communication — and your entire brand. Of course, as Carolyn Tate says, bringing a new, positive shift to marketing is not an end in itself. There are broader things to consider to ensure that your marketing message is based on business truth and not hypocrisy…but by refusing to go the way of underachievement and pointing it out, we are building a deeper and stronger relationship with our audience Connection creates opportunity.
Feature Image by Gerd Altmann from Pixabay