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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