Marketers often get a bad reputation for being salespeople of overtly commercial values. If examined at the superficial level seen in television ads and billboards there are plenty of examples of unethical behaviour. For example, advertisers may raise fears for the audience’s health if they don’t purchase the product, or rely on sexually explicit images to generate interest rather than the virtues of the product itself. Thankfully persuasion can be more effectively accomplished through positive associations than through fear. A brand that creates true value does not have to resort to fear based tactics. In fact ethical behaviour creates goodwill and fosters consumer loyalty. The most widespread example is exemplified in eco-branding strategies.

Marketing is so much more. Marketing at its core is all about communication. Relationships and people are the focus. Any healthy relationship contributes something to both participants and improves society at large.

When marketers study the human psyche and master of the art of persuasion, they gain the ability to exert undue influence over the vulnerable minds of the untrained public. This creates a power imbalance. To keep marketers honest and cognizant of their responsibility the approach must be value centric. In any sphere, success comes from a commitment to a practice of mindfulness. In marketing increased awareness will increase responsiveness to consumer needs.

A value based approach to marketing is an act of service. The consumer must enter the relationship by choice and will only stay long-term if their needs are met. The best approach to ensure loyalty is to engage emotionally with the consumer. Our emotions left unchecked permeate our thoughts which determine our actions and ultimately model our behaviour. To achieve a great emotional connection requires a tremendous act of emotional leadership from the marketer to allow themselves to be vulnerable and empathize in the style of Dr. Brene Brown.