With the rise of the mindfulness world we are gradually becoming more aware and trying to live more in the present, in the here and now. Mindful consumption is a marketing trend that aims to create a positive social impact that aligns with the values that are most important to consumers. This trend sees companies as instruments that can have an impact and a positive change in society, which is why it is also called mindful marketing. On the other hand, mindfulness marketing is also about building a deeper connection with customers, which includes not only meeting their material needs, but also contributing to the creation of values that are important to them.
where does mindful marketing come from?
Mindful marketing is here to stay. With the rise of the mindfulness world, we are gradually becoming more aware and trying to live more in the present, in the here and now. Therefore, also in the marketing world we have adapted to this trend in order to develop mindful marketing.
Mindfulness is translated into English in different ways, the most common translation being "mindfulness". The word mindfulness is also one of the first translations of the word "sati" in Pali, a dialect similar to Sanskrit spoken by Buddha when he started teaching 2500 years ago. Sati is the nominative of the verb "sarati" which means to remember or recall. Since memory creates the present moment, in its ultimate conception, sati or mindfulness is the basic human ability to live in the present and "remember" to live in the present, that is, to constantly return to the here and now.
The practice of mindfulness allows us to stay with what we are experiencing without adding to it. Although mindfulness is often associated with Buddhism, many religious traditions around the world use mindfulness, either implicitly or directly, as a fundamental human capacity to connect with the present moment. The reason for the connection with Buddhism is that within this tradition there is a large body of practices that allow for a great refinement and deepening of this capacity.
In marketing, mindfulness helps us find solutions to society's problems, and society is increasingly moving from "mindless" to "conscious" consumption. Mindful consumption is a marketing trend that aims to create a positive social impact that aligns with the values most important to consumers. In this sense, with mindful marketing, a brand is always aware of its intention and the connection it creates with its target audience. This trend sees companies as instruments that can have an impact and positive change in society, which is why it is also called mindful marketing.
Conscious marketing on people's problems
This strategy can be linked to the Human-Centric Marketing trend, which seeks to provide solutions to human needs. Putting people at the centre of the strategy, like mindful marketing, it is a customer-centric approach that takes into account the interests of both sellers and buyers, and looks for ways to create win-win strategies by carefully aligning marketing functions with the interests of consumers.
Its main characteristics are based on solidarity and care for the environment, so the company's activities should revolve around it, from packaging design to the development of digital marketing strategies, as its slogan is about all the effects that brand awareness can have.
On the other hand, mindfulness marketing is also about building a deeper connection with customers, which includes not only meeting their material needs, but also contributing to the creation of values that are important to them. Thanks to mindful marketing, companies focus more on people and their values than on consumption and products.
How to implement your mindful marketing strategy:
- Define the corporate values that define your company and discover the importance of your business. It is important to know your company's values. Knowing how to deliver them through your messages and products is a priority if you want to use mindful marketing. In order to represent your company, it is essential to understand how you can contribute to society through your business activities and in accordance with your brand purpose.
- Know your target audience. Awareness is also about discovering what your ideal customer expects from your company. Consider the mindset of the audience on the digital/social platform that "hosts" the conversation. When interacting with your target audience, think about relationships, not transactions. You must deliberately meet and communicate with potential customers to understand what they are looking for and determine their interests. To change your brand strategy, you must implement active listening and understand the values of your target audience.
- Communicate your values, once you know the purpose of your brand, you need to communicate your values and company philosophy through your business activities. For this reason, it is important that you focus on these objectives and communicate what your purpose is in pursuing these objectives.
- Seek collective impact through creative solutions. Practice reciprocity, share knowledge and highlight each other. Study and listen to learn. Avoid shouting and selling. Seek "deep action" and not "shallow action". Unleash your imagination and creativity!
- Be transparent and build trusting relationships with customers. Use storytelling to tell how the company was founded, how the business idea came about and how much it is worth. This will create a relationship of intimacy and trust between the brand and the audience. Your message should be delivered in a transparent way so the user understands and comprehends your purpose. You are comfortable showing your human side and admitting your mistakes. Storytelling is the perfect technique to get the human touch a brand needs.
- Set SMART goals for real change. When it comes to big motivations, such as reducing pollution or providing jobs for people with fewer opportunities, it can be difficult to get the goals right. Use SMART goals in the following situations:
- (S) Specific/Specific: Limit as much as possible.
- (M) Measurable/Measurable: Can be measured by statistics and has KPIs.
- (A) Achievable: It is good to be ambitious, but you also need to be realistic.
- (R) Relevant/Relevant: Ask yourself why this objective can help your business.
- (T) Limited/Temporary: consider how long these targets should last.
- focus on collective satisfaction. While your target audience is important, you should focus not only on their satisfaction, but also on creating collective benefits that help improve the planet. Direct your actions towards the goal. Remember that the goal of conscious marketing is not to completely solve a general problem, but to solve some of the causes of the problem, through which you direct the company's actions to achieve a solution.