What is Mindful Marketing?
Mindful marketing is a trend in marketing aimed at creating a positive social impact and values that generate consumer interest.
The origin of the mindful marketing concept lies in the well-known mindfulness relaxation technique, which emphasizes focusing on the present, becoming aware of our emotions and feelings, with the goal of reducing anxiety and stress.
Therefore, mindful marketing seeks for a brand to be fully aware of its intentions and the connection it can create with its target audience at all times. This technique views brands as tools capable of producing a significant social impact and, consequently, driving societal change.
Characteristics of Mindful Marketing
The main characteristics of mindful marketing are solidarity and commitment to the environment. Additionally, this approach seeks a closer connection with customers, not only fulfilling their needs but also aligning with the values that customers consider important. Thanks to mindful marketing, brands focus more on customers and their values than on mere consumption.
Benefits of Mindful Marketing
This innovative technique offers several benefits:
- Empathy: Mindful marketing demonstrates great empathy toward its target audience, as it aims to provide countless solutions to problems consumers may face.
- Improves your brand image: In today’s increasingly globalized society, standing out from the competition can be challenging. Often, what differentiates one brand from another is its principles and values. Applying mindful marketing in your brand strategy enhances commitment to customers while strengthening your brand image by connecting with causes like ecology, equality, and social responsibility.
- Increased engagement: Thanks to the empathy, trust, and commitment this approach conveys, it fosters higher engagement with both the audience and brand ambassadors.
Keys to Applying Mindful Marketing in Your Company
1. What is your company’s purpose?
It’s essential to clearly define what your company is about. You should communicate how your company contributes to society through its business actions and aligns with its brand purpose.
2. Empathize with your target audience
It is crucial to understand and connect positively with potential customers to identify what they are looking for and determine their main interests. Implementing active listening and understanding the values of your target audience is key.
3. Generate collective benefits
While satisfying your audience is important, it is equally necessary to focus on creating collective benefits that help improve the planet.
4. Communicate your values
Once your brand’s main purpose is defined, it’s important to communicate the values and philosophy of your company through corporate actions. Ensure that all your actions reflect these values.
5. Be authentic
It is essential for your company to deliver messages transparently so the target audience understands your purpose. Show your human side and acknowledge mistakes.
6. Show that your brand is committed
Actions speak louder than words. Implement corporate actions that demonstrate your brand’s values and its ability to address challenges effectively.
Many large companies have embraced Mindful Marketing, including Freshly Cosmetics and Ikea, based on their mission, vision, and values.
You don’t need to be a large company to implement mindful marketing. At Dos Setenta, a digital marketing agency, we have applied these values since our inception in our company principles. How did we do it? By being productive and efficient to dedicate time to the small things that matter. If you also want to improve your company’s productivity and efficiency, schedule a web consultancy with us.
