Mindful marketing, also known as "conscious
marketing", comes from the term " mindfulness ", defined as a
state of mind that is achieved by focusing consciousness on the present moment,
the "here and now". At the same time, feelings, thoughts, and bodily
sensations are calmly acknowledged and accepted. It is used as a therapeutic
technique, as it helps to control anxiety and stress, to end insomnia and to
promote creativity, among many other factors.
In the area of marketing, mindfulness helps us find
solutions to society's problems and, more and more rapidly, society is moving
from “mindless” consumption to “mindful” consumption .
Characteristics of mindful marketing
Mindful marketing is made up of 4 main characteristics:
1. The person as the central axis
Mindful marketing is a customer-centric approach, taking
both sellers 'and buyers' interests into account at the same time. In addition,
it looks for ways to create win-win strategies by carefully aligning marketing
functions with consumer interests in mind .>
2. Social responsibility and respect for the environment
All actions have consequences, and mindful marketing wants
to avoid being involved in wasteful, unethical and selfish marketing practices
that can damage the environment around us or directly harm a social group. It
seeks, with business acts, the collective social and environmental benefit .
3. The message matters, a lot!
One of the points that mindful marketing pursues is to
connect with customers on an emotional level , and, to achieve this, one of the
best ways is to do it through stories, through storytelling . Customers want
companies that they can interact with, as well as have fun. Therefore, you will
be able to satisfy their desires by generating a connection with your clients
through the stories.
4. The values and benefits
The values that surround mindful marketing are solidarity,
empathy and conscious consumption . It seeks to align the values of the company
with the product or service offered to the public to make the world a better
place for all beings. But, all this, why should it apply? At a general level,
the benefits that mindful marketing brings to companies are the combination of:
• More
humanity
• More
reputation
• More
clients
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