Jessica Lohmann envisions a world of healthy choices and opportunities for all humans and animals. A world without child labor, sweatshops, animal abuse and testing, pesticides, GMOs, plastic, unnecessary waste and harmful chemicals on the foods, clothes, cosmetics, meds and other products we consume.
As a voice talent, author and the founder of Ethical Brand Marketing, she has been a marketing strategist since 1991 after receiving her BBA degree at the University of South Carolina, USA. Jessica talks to us about her vision that motivates her to help entrepreneurs who want to make positive changes in their industry create and implement marketing strategies that are ethical and fun.
In today‘s modern world, industries have catered to the human demand for cheap, fast and convenient. We no longer only buy what we need or want, we buy what we don’t need and many times, what we don’t even want.
Marketing, advertising and the media have nurtured a shopping mentality that contributes not only to extreme environmental damage and harm being done to innocent people, animals and our environment but also to our own mental and physical state.
We’re now living in a depressed society because we’ve learned to value materialism, which is superficial but can never inspire the deeply emotional human being. People living outside the modern world who are considered ‘less fortunate’ are generally more satisfied, generous and grateful because they’ve learned to value and respect their human relationships and their environmental surroundings as opposed to material things.
They live a minimalist lifestyle where the concept of ‘less is more’ is second nature. Some of us have started to implement this lifestyle in the modern world but are challenged by it. Only recently have we begun to understand the monster we’ve created and are now on a tight deadline to try to tame it before our grandchildren have to deal with it.
It’s Not Easy Being Green
Running a sustainable business is far from easy. Competition is high and more and more small, ethical brands are popping up, so the fact that you’re ‘green’ is no longer a USP – it’s a given.
But if you plan for profit and create an ethical marketing strategy that nurtures human connection, collaboration and transparency to promote your products or services, you’ll more easily build up your business so that you can thrive and feel good about it while helping to increase the demand for high quality and sustainability.
Here are 7 ethical practices to implement in your marketing strategy
1. Be honest, transparent and authentic
Explain what steps you’ve taken to become more ethical and what steps you still want to take. If you’re honest about your processes, your customers will be more willing to trust and support you.
2. Use rounded vs. charm prices
We often see odd numbers on price tags: 4,99 – 249 – 997.
Why? Psychology. I don’t know about you, but I would still buy a product that costs $5. Or $1,000 for that matter. $997 does not FEEL better to me.
As an active member of The Ethical Move, I encourage businesses to take the Pricing Pledge. It’s an easy initial step to show you don’t want to manipulate your customers.
3. Stop Using Scarcity & Urgency Tactics
‘Only 2 spots left!’ ‘Quick, time is running out!’ ‘This is 1 of 15 emails you’ll get counting down!’
If you’ve already established a good relationship with your customers, they trust you and will buy from you if they feel it’s a good fit for them. There’s no need to pressure them about it.
4. Build Trusting Collaborations with Like-Minders
When you hire, you’re also marketing your brand, so make sure you know your business purpose, vision and mission and seek those who share similar values to help you move forward.
5. Concentrate on your Customers
Instead of ‘beating your competition’ by analyzing their every move, spend your time and energy wisely on nurturing your own customers. Stop stressing over someone else’s customers.
6. Put the Social Back in Social Media
Connect and have real conversations with your audience to build up your social channel organically. These are the people who will buy from you, so spend your time and effort in nurturing them.
And please don’t buy followers or follow someone to get their follow just to unfollow them again. That’s icky.
7. Tune into your Own Feelings
Basically, if it doesn’t feel right, it probably isn’t. Tune into your sleaze radar and intuition. How do your words make you feel? Are you making an incredible offer to truly help someone?
Your customers need to feel good about their purchase months/years later. Using psychology to get them to do something they don’t want to is manipulation.
If you produce and market your products ethically and simultaneously inspire consumers to shop consciously, you’ll not only help replenish the resources we still have on Earth, but also help form a mentally and physically healthier and happier society as a whole.
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