Episode 80
Marketing Ethics and Conscious Consumerism
“I think there is conscious consumerism. I think that you, as an individual, can be more aware of what your choices are. As business owners, I think what we also have to look at how we contribute to conscious consumerism?”
This week on the Women in the Business Arena Podcast, we tackle a controversial topic. Our discussion is centred around the quote “Consumerism depends on your unhappiness. If you were happy with all you had, why would you want more? Your self-worth is dangerous.” Is your self-work dangerous? Is consumerism dangerous? Or is it the marketing? We dive into all sides of this topic. We discuss how there are components of this quote that ring true, and others that may promote an unhealthy perspective. We live in a society that is constantly pushing for more, often encouraging consumers to overindulge, and utilizing scarcity tactics to push people into unnecessary services.
As business owners and consumers we need to know where we stand on this topic. Sometimes the effects of consumerism and marketing can sabotage our mission to empower others. However, eliminating consumerism and capitalism would also eliminate our business. How do we operate more authentically and successfully in this atmosphere? How do we confidently offer our product or service without crossing the line and perpetuating the negative effects of consumerism?
“...from a business owner perspective, we need to be sure that we are doing our best ethically and authentically to actually communicate our value and to help people make a right decision without going over that line of manipulation and fear, and adding to negative effects of consumerism”
We are business owners, but we are also consumers. While we focus on selling our product or service responsibly, it is also important to be aware of our level of self-worth, and how it influences our personal and business purchases. How many of us have been manipulated into buying a program or business service we didn’t need? Marketing can be very manipulative. Good marketing stimulates emotions and there is nothing wrong with that as long as the business is being responsible, transparent and real. Learning to have more discernment in our own lives helps us be more responsible in purchases products and services more consciously. We have to do our due diligence and be aware of our motivations, fears and desires. Discernment is also important as a business owner for determining whether we are a good fit for a potential client. I teach my clients that they NEVER offer their services to clients who aren’t a good fit.
“If there's a person who needs exactly that knowledge, that service, that gift (that you offer)- then it's a great match, and there's nothing to manipulate. It's just about being authentic.”
Although the balance of responsible marketing can be challenging, we CAN empower our consumers to make conscious choices. To do this effectively, it is important to have a solid business foundation. When we are clear on the value that we offer to others, and validate the need for our product or service, we will have the footing to offer this to our clients clearly and authentically. This is one reason authentic sales skills are so important. When we recognize the value of what we have to offer, there is no need to manipulate or push our services.
As entrepreneurs, we have an enormous amount of responsibility to carry, but we also have an incredible opportunity. We offer valuable solutions to the problems facing our clients. When we navigate this responsibly we can empower our clients and impact our culture in a dynamic way. The world needs what you’re offering!
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