I came across Carolyn Tate’s report – ‘The Conscious Marketing Revolution: Marketing for the 21st Century’ last year when I was planning and researching the setting up of my new business. The report recounts experienced marketing consultant Tate’s loss of faith in the prevailing traditional paradigm of marketing and her insight into how marketing could be done instead:
“Conscious Marketing is all about promoting your offering with honesty, transparency and congruency and with messages of joy, hope, love and humanity… Ultimately your business will be sustainable and profitable because your product or service and your message will leave the world a better place. It’s all about profiting on purpose.”
I loved Tate’s suggestions about how to centre your marketing campaign on communicating your values and inspiration rather than just pushing for the hard sell. It was what I needed to read at the time and I still find myself mentally referring to it from time to time during these early months of setting up. I hope you enjoy reading this most excellent paper here.