What Is Conscientious Marketing and Why Should You Care?
"Feeling a moral responsibility to do your work carefully and to be fair to others"
According to the Cambridge dictionary, that is the definition of "conscientious." Marketing is defined as:
"Understanding your buyers really, really well. Then creating valuable products, services, and information especially for them to help solve their problems"
You put the two words together, a descriptive adjective followed by a noun, and you get the essence of what our business is all about.
Today, mission-driven organizations and corporate America cannot ignore the mandate coming from their constituencies. To ignore the planet, to ignore people, to ignore social purpose is a certain path to failure.
Just take a look at the numbers: a 2014 research study by Nielsen reports 55 percent of global online consumers across 60 countries say they are willing to pay more for products and services by companies that are committed to positive social and environmental impact.
While the idea of social purpose is not new (think Patagonia, Ben & Jerry's, Toms Shoes), the "reshaping" of main street organizations and businesses so they can market their goods and services in a conscientious manner is. Which includes everything from how the product or service is created to how it is delivered to how it is marketed.
This where we at HCollaborative come in. We have spent our careers in ad agencies and corporate America. Certainly there is no denying that the marketing of goods and services has been part of our performance. But recently, the two of us felt a "calling" to take our senior-level marketing souls to a higher purpose.
The thinking is simple.
We have a moral responsibility to make sure the work we do provides what the world desperately needs. Not just spitting out strategies or creating a campaign to increase profit, but doing so with humility and in a manner that is fair and equitable to people and the planet.
Which is the essence of what conscientious marketing is all about.
Care to join us?
To get our book, "25 Building Blocks To Create a Conscientious Organization" FREE, go to HCollaborative.com for an instant download.
Stay the Course and Persevere
If you are anything like me, I often worry about whether I am doing enough. Was I sensitive, respectful? Did I listen and check my biases, my privilege? Did I demonstrate kindness and humility? And often when I feel I am lacking, I promise myself I’ll do better, but I berate myself anyway -- feeling like Sisyphus pushing my ignorance up the mountain. Seeking knowledge and insight, only to fall back.
As long as you think you're green, you'll grow.
As soon as you think you're ripe, you'll rot.
- Scott Horton
If you are anything like me, I often worry about whether I am doing enough. Was I sensitive, respectful? Did I listen and check my biases, my privilege? Did I demonstrate kindness and humility? And often when I feel I am lacking, I promise myself I’ll do better, but I berate myself anyway -- feeling like Sisyphus pushing my ignorance up the mountain. Seeking knowledge and insight, only to fall back.
I will make mistakes, say the wrong things, perhaps alienating colleagues, friends and family…but I commit to listen and to LEARN. It’s important to persevere, committed to the journey and not the destination. In fact, if I think I am there, at the end of the trail, I am probably operating from Ego.
So, during this busy holiday season, I’m going to try to be a little kinder to self, without seeking perfection…admitting my mistakes, as showing vulnerability is honesty, acknowledging imperfections and flaws is humility. I think I’m still very green, but I’m growing.