Defining Compassionate Marketing

Defining Compassionate Marketing 

I was asked recently to explain the business term:

 Compassionate Marketing

I will use a fictional business as an example, and we’ll call it “Friday” – just for fun. 

So Friday’s staff decide to prioritize consumer's trust and gaining their loyalty to a particular brand or product.  One of the projects leading to this goal will be using Compassionate Marketing techniques – like finding actions, projects, events that help them demonstrate kindness, honesty, education. Friday decides to ask questions or bring up topics that will improve connections with staff, networking contacts and, of course, clients. 

They pointedly communicate their efforts to the public through press releases, online platforms, Socials, and media. They have brochures in the waiting room, a spot on the wall for a calendar of events or a poster, and they have a newsletter that they can utilize to help spread the word. 

Friday’s management knows that they have to start by understanding and prioritizing the people within their circles, and within their community - from employees to people they network with. 

To do this they begin to create conversations with staff, ask questions during meetings, discuss the topics with networking connections, and reach out to local organizations. While respecting privacy, they really do want to help people with health, addiction, domestic and financial issues. 

Friday involves the staff in this, helping them to show empathy for what people are going through. Daily business continues with a focus on creating a positive experience, rather than numbers and sales data. They have requested staff to pay attention to what clients are saying, and make notes to submit to the office at the end of the day.

Friday learns about causes that their staff and clients participate in and they find ways of celebrating and rewarding their efforts. They will reflect this policy in the community organizations that they support or volunteer in.

Their purchasing habits will reflect their efforts to make the world a better place too. They begin to focus on the items are free-trade, ethically, sustainably produced by a company that focuses on health and equality for their employees. This means that the employees are treated equally, that they work in a healthy environment, and that they are paid fairly.

Friday plans to reflect their efforts in the decisions of who they will hire or network with, too.  

Conclusion

Companies that practice Compassionate Marketing are more concerned with kindness, ethics and honesty and pay less attention to financial gain and data. 

They are concerned with what their community, contacts and employees need, over how much monetary gain they attained that week.

These companies work hard to reduce the cold calculating stigma paintbrush that businesses are often painted by. The pay-back comes in with loyal customers who enjoy spreading the word, recommending Friday to others. 

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