Conscious Marketing: Overview, Benefits and Tips

By Indeed Editorial Team

Published June 15, 2021

Marketing consciously is becoming a popular method of engaging with leads and customers as more people now think deeply about the social impact of brands before buying. Conscious marketing aims to put the needs of the customer at the forefront, rather than the revenue goals of a business. Understanding how conscious marketing works and how to use it can increase customer loyalty and enhance future revenue. In this article, we define conscious marketing, explore its benefits and drawbacks and share tips for implementing a conscious marketing strategy.

What is conscious marketing?

Conscious marketing is a style of marketing that emphasizes the needs and desires of customers as a top priority. It puts the customer first and uses active engagement to help customers make buying decisions that will have the best impact on their lives. Unlike traditional marketing that prioritizes revenue and sales as a top indicator of success regardless of how purchases impact the customer, conscious marketing empowers the customer to make the best purchasing decision for their well-being and lifestyle.

Conscious marketing aims to align marketing and sales efforts with a company's mission and the core values of its consumers. It ensures that the features, pricing and marketing materials for a company's products a genuine interest in solving customer's problems while providing value to the community.

Related: 54 Types of Marketing Strategies

Benefits of conscious marketing

Here are some benefits of conscious marketing:

Builds positive relationships

Conscious marketing puts the customer first, which is useful for establishing positive consumer relationships. Using strategies such as transparency, honesty and in-depth information about your activities and offers, conscious marketing can help your business demonstrate to buyers that they're the reason for your company's success. By showing appreciation to consumers through conscious marketing techniques, you provide them with a social incentive to continue supporting the company's brand and making purchases.

Prioritizes customer needs and desires

Using conscious marketing strategies enables you to serve your target audience more effectively. Conscious marketing allows you to gather information about each customer's problems and concerns, then address those issues proactively. Because modern customers often research the businesses from which they purchase products, conscious marketing can help them identify a product's value and determine how the company appeals to their needs and interests. Practicing conscious marketing can help you demonstrate how business activities converge with the customers' goals through providing solutions to personal problems or contributing to positive societal change.

Related: Getting Started in Marketing: A Beginner's Guide

Attracts customers

Designing and implementing a thoughtful conscious marketing strategy can contribute to a positive company brand and attract more customers. When potential consumers feel that a company respects their needs and aligns with their values, they may consider switching from a competitor or making a first-time purchase. Businesses with a conscious marketing brand may attract customers through word-of-mouth marketing and social influence, even without investing additional funds into direct advertising campaigns. This mindset can move leads whose values align with the company's image to become paying customers, encouraging members of your target audience to gravitate toward your services independently.

Increases loyalty

Conscious marketing can help increase customer loyalty, which means more repeat business and referrals. Because conscious marketing focuses on educating customers so they can make their own informed decisions, it may help people appreciate the brand's integrity and feel proud of working with companies that support their ideals. Conscious marketing is transparent and direct about what customers can expect from products and services, which establishes reasonable expectations about the outcome of using products. When products and services satisfy the customer's original goal, they may be more likely to continue making purchases and recommending the company to others.

Lowers marketing costs

Conscious marketing can also reduce the cost of moving people through the buying journey. The reason for this is that most conscious marketing efforts try to build a community of loyal customers who proactively make purchases with minimal prompting. Once the community is in place and thriving, it can provide exponential benefits in terms of reach, engagement and sales opportunities. Because customers already understand the value of the company's products, you can direct advertising resources toward reaching new audiences while relying on a consistent income stream from loyal customers who appreciate the brand's reputation.

Builds an ethical brand

Conscious marketing allows your company and its brand to promote important societal issues and uphold ethical standards. Being an ethical company shows you care about your community and demonstrates a willingness to contribute meaningfully to positive change. Having an ethical brand with offers that meet the expectations of community members allows you to make profits while focusing on customers' needs. To promote an ethical brand through conscious marketing, try partnering with charitable organizations or coordinating goodwill efforts into a brand's business plan.

Related: A Guide To Effective Marketing Techniques

Drawbacks of conscious marketing

Conscious marketing does have some challenges to consider when preparing a marketing strategy. Here are some common drawbacks of conscious marketing and tips on how to limit their impact:

Difference in opinion

Because consumers often have different values and opinions, conscious marketing may occasionally appeal to one consumer group instead of another. If customers in the same target market have opposing values, conscious marketing may prioritize one sub-group over the other. To accommodate for the differences of opinion in your target audience, focus on issues and solutions that have widespread support. Use messaging that focuses on similarities and unites each segment of your target audience.

Change in trends

Trends in what customers value and what they want from a company can change over time. When using a conscious marketing strategy, it's important to constantly assess how your target audience feels about company messaging. Gather information about how consumer opinions change over time and update marketing materials to reflect those trends. Make sure to adjust the company mission, policies and practices to embody these changing values authentically.

Lack of alignment

When showing support for social causes and customer concerns, it's important to verify that you're focusing on the correct priorities. Conscious marketing may not achieve maximum effectiveness unless company goals align with community needs. It's vital to actively engage your community and have a deep understanding of their positions on things that matter to your organization. That way, you can create marketing strategies that will boost your popularity among customers, increase revenue and also position your brand as a credible voice.

Questions about authenticity

Successful conscious marketing connects with people on a personal, moral and ethical level, which requires trust, integrity and authenticity. If a consumer questions the motives of a company's conscious marketing, they may consider looking for a competitor that shows more consistent dedication to their needs. Conscious marketing is most effective when consumers believe that a company genuinely supports certain causes or initiatives. Companies that use conscious marketing may need to put extra effort into showing their genuine commitment to the consumer's values and long-term well-being.

Related: A Guide to Strategic Marketing Plans (With Tips)

Tips for implementing conscious marketing

Here are tips to help you execute successful conscious marketing campaigns:

Identify and address problems in your industry

One way to improve the success of your conscious marketing campaigns is to identify the problems that are important to customers and find solutions to them. By addressing customer concerns and helping them contribute meaningfully to causes dear to their hearts, you can increase customer loyalty and create a community that supports your brand and what it stands for.

Be transparent and help customers make informed decisions

Empower customers to make their own choices by being transparent about company practices and product features. Transparency helps build trust with consumers and establish a mutually beneficial relationship where both the customer and the brand share honest feedback to grow together. It is essential to be upfront with customers about your interests so they have all the information they need to either support your brand or choose an alternative.

Support customers' values

You can increase the effectiveness of your marketing if you demonstrate to customers that you share their values. Doing this effectively can prove to customers that your interests align and encourage them to buy from your brand and support your initiatives. Conduct market research to learn about your customers' top priorities and find ways to directly incorporate them into your brand strategy.

Allow for criticism

As a conscious brand, give room for customers to share how they feel about your products, services and messaging. By letting people speak their minds, you can better gauge their perception of your brand and messages and tweak your strategies for improved engagement.

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