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.
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.
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.