Inspired by the teachings of mindfulness, this type of marketing aims to unite companies and customers and do so in a conscious, close and honest way. To do this, it puts people and their needs at the centre of its actions: it empathizes with the social and environmental causes that mobilize its target audience, commits to them and combines them into the business itself, providing added value to goods and services.
It is not a plan to sell more or to pretend. It is a set of measures that seek to strengthen ties between companies and consumers at the same time as improving the planet and the day-to-day life of its inhabitants.
We can not forget that, for mindful marketing to be effective and real, the values assumed by the company must be fully aligned with its philosophy and accompany each of its actions. Buyers must be informed at all times that, in addition to purchasing goods or services, they are contributing to a social cause.
What are the basics of mindful marketing?
1. The individual is the protagonist.
Without a reservation, this is the epithet of mindful marketing. Therefore, in addition to taking into account the concerns and needs of citizens, listen at all times to what they have to say. To do so, it enhances the dialogue with customers, takes their suggestions into account and evolves as they do.
2. The message matters.
In sensible marketing, what is said matters, but also how it is said matters more. Techniques such as copywriting or storytelling help to convey the message in a close and creative way at the same time that they connect on an emotional level with the client.
3. Treat the problem and not the manifestation.
Mindful marketing bypasses poses. Therefore, when addressing obstacles, it focuses on the causes that originate in them and not on the symptoms. You don't want to patch it up, you want to find solutions.
4. Above all, transparency.
One of the main aspects of mindful marketing is transparency. Consumers must know the values of each brand and companies must be consistent with them.
5. Conscious consumption.
Mindful marketing requires people to spend more money but do so consciously. They should understand that, behind each acquisition, there is a commitment on the part of the company. This can be adjusted with your values or, on the contrary, be opposite to them.
What are the benefits of mindful marketing?
1. Increase consumer responsibility.
Buyers no longer purchase a product or service only because of the direct advantages it brings them. They do so because of the commitment to social, environmental and humanitarian responsibility that is behind each of them and that allows them to identify with the brand.
They know that, with their shopping, they are giving to a good cause. And, without a doubt, there is no better motivation to be loyal to a brand and to recommend it than to share values and principles.
2. Improve brand identity.
In an increasingly globalized society, it is difficult to differentiate yourself from the rest and distinguish yourself from the competition. Countless times, the only thing that distinguishes one business from another is its policies. That is why it is so necessary to integrate mindful marketing into a company's strategy.
Relating with causes such as environmentalism, identity or social engagement, in addition to increasing our engagement, we have managed to improve our brand identity. We stopped being a company that sells T-shirts, cars or food at home to become an entity that supports the children, people with cancer or the planet.
3. Humanize.
All businesses need to sell to survive. There's no doubt. However, the way they do it can be quite complex depending on the strategies they use to accomplish it. Mindful marketing, unlike traditional marketing, goes beyond financial profit. It takes people and their requirements into account at all times.
This way of doing and understanding marketing is reflected in its message but also in the relationship with the client. Mindful marketing encourages dialogue and active listening attends to their demands. All this helps to reinforce relations between the company and consumer and to humanize the brand.
