The concept of consumer is evolving faster and faster. To understand their interests well, it’s no longer just about the products or services they desire («the what»). Nowadays, «the how» plays a significant role. More and more people are demanding that companies show social, environmental, and political commitment. The old concept of a consumer has been left behind and has given way to the prosumer. A consumer of a product or service who also actively engages in its production. That’s why mindful marketing has gained ground in recent years. Values such as environmentalism and the defense of social rights have become the central focus of many campaigns. In this way, they have managed to completely change the course and vision of different companies.
What is mindful marketing?
Mindful marketing, also known as conscious marketing, is a form of marketing in which companies focus on the values of their potential customers based on contemporary efficiency and ethics. Derived from the term mindfulness, an Eastern relaxation technique, mindful marketing seeks to harmonize the philosophy of both parties. In this way, both the actions of the consumer and those of the company will have a positive impact. This can range from redesigning products or services to a complete change in a company’s values.
There are many examples of this new paradigm shift. Sectors that are adapting to the contemporary world. In the past, the automotive sector did not invest in renewable energy, but now, there are more hybrid and electric cars on the market each year. According to Motorpasión, plug-in hybrid cars tripled their sales in 2020, and electric cars increased by nearly 80%. Another example is the recent news that the Dove brand, a personal care product line, has positioned itself in favor of Cruelty-Free in Europe and has asked its consumers to sign an initiative to ban animal testing for products.
Mindful marketing seeks to harmonize the philosophy of both parties. In this way, both the actions of the consumer and those of the company will have a positive impact.
5 Keys to Understand Mindful Marketing
How WAT Can Help You Implement Mindful Marketing in Your Business
Identifying your customer and understanding their values is vital for your business to function perfectly. Thanks to the different services we offer, you can easily understand the behavior patterns of the consumers you want to reach. You can group this data as you see fit. Knowing your customer helps you to know yourself. For example, if your actual and potential customers attach great importance to ecological products, perhaps your products and services should adapt to this new ecological demand.
Services such as Segmentation Studies will help you identify behavior patterns among your current and potential consumers. You can also group common profiles and characteristics into buyer personas or consumer archetypes. You will even get information about the obstacles and motivations that consumers may display during the purchase process.
Product Tests are also great tools that can help you assess products or services to adapt them to market demands. Identify improvement opportunities by evaluating your strengths or weaknesses, validating elements such as the name and packaging, or discovering consumer preferences among various product options. Give the consumer what they really want. Adapt to them.
You can easily understand the behavior patterns of the consumers you want to reach
Current customers demand commitment from companies. Taking a stand as a representative of social, environmental, and political change benefits both the consumer and the providers. Thanks to mindful marketing, both parties benefit. On one hand, the customer sees how their small actions are helping to defend a fairer world. On the other hand, the company, in addition to being the driving force behind change, sees efficiency and insight improve exponentially.Update date 22 December, 2023