Mindful Marketing

This new trend in the marketing world has its origin in mindfulness, a relaxation technique that invites us to concentrate on the present moment, becoming aware of our emotions and thoughts.

What exactly is mindful marketing and how can we apply it to our brand?

Mindfulness is a relaxation technique based on Eastern philosophy, which teaches us to live in the present moment and become fully aware of our emotions. It aims to relieve stress and anxiety caused by situations that we cannot control.

This technique began to be known in the Western world in the ‘70s, through Jon Zabat-Zinn. It has been used in many aspects of the business world, but one of the most important is and what it has become famous for is to reduce stress and promote a good working environment, which in the long term has a positive influence on the results of the working environment of the company.

 

Now, focusing on the world of marketing, this philosophy translates into making the best management of the company seeking at all times awareness, intentionality, and connection. Today a company is no longer conceived solely as a money-making machine, but the focus should be as an instrument to impact society and bring about positive changes in the global market. This is what is known as mindful marketing.

Mindful marketing is an approach that focuses on principles such as solidarity or care for the environment that guide all the company’s actions, from the design of the business plan to advertising campaigns. The priority of this approach is based on directing campaigns to achieve the expected impact by paying conscious attention to all the effects caused by the company.

 

Likewise, mindful marketing seeks to create a deep connection with potential customers by creating a long-term relationship of value and focusing on the values that are most important to them and not only on satisfying their material needs.

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So, how to apply mindful marketing to your company?

Start from the ground up by thinking about what you can contribute to society as a company and take the necessary steps to achieve it. Why does your company exist? What are the values that define it and how can you put them into practice in your daily activities?

Connect with your customers, put yourself in their shoes to find out what causes matter to them. Be able to listen to people and empathize with them if you want to do conscious marketing. This is the only way to know what the things that unite them are.

Define your values together with your team and be consistent when developing a marketing plan. A mindful company is the responsibility of everyone in the organization.

Mindful marketing starts within. To generate a positive impact, we must first seek the happiness of our own company and try to ensure that the people who work with us are satisfied with their work and feel fulfilled.

Within mindful marketing it is essential to be transparent and generate a real connection with our customers based on honesty. Traditional advertising wears consumers down and they quickly detect when a company has double intentions. To conquer their attention you must be willing to show your faults and your human side.

Your commitment must be demonstrated by your actions. You must go to the cause of the problem and generate a stable and long-term change, not a superficial result that remains only in words to “look good”.

Work on conscious reflection regularly with your team to assess the results of their actions and marketing strategies and see if they are properly aligned with your company’s values.

In many cases, you will find that your company is headed in the right direction. But if this is not the case, don’t be afraid to admit your mistakes and change course. Mindful marketing is not about chasing perfection, but about living in the moment and consciously taking action to make the world a better place.

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What are the characteristics of mindful marketing?
Mind the Gap

Mindful marketing has the following characteristics that can elevate the mindset of your business:

  • Mindful marketing involves problem-solving and being aware of problems.
  • Mindful marketing focuses on human beings and values rather than products and consumers.
  • The strategy considers the impact on shareholders, the industry, and the environment.
  • Mindfulness in business accepts all disagreements and different points of view.
  • Mindful marketing uses individual and collective emotional intelligence instead of just the rational mind.
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