Conscious marketing involves four key principles: having a greater purpose beyond profit, considering all stakeholders, ensuring conscious leadership at all levels, and making ethically based decisions. The document discusses each of these principles in detail and explains how conscious marketing allows organizations to sustain a competitive advantage through positive brand recognition and prioritizing people over profits to increase shareholder satisfaction and create sustainable businesses.

1. October
2023
Conscious
Marketing
By: Travis Stroman

2. Conscious Marketing
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Four Principles that define Conscious Marketing

3. Greater Purpose
A sense of purpose that is higher than
merely making a profit.
• The main goal is to put purpose before profit.
• This comes from aligning the organization’s vision with
a greater purpose (e.g. Communities, Environment,
etc.)
• An organization that shows it values a greater purpose
tends to have a positive image, providing greater
financial profit.
• Strong ethics must be sustained while serving a greater
purpose in conscious marketing to avoid a decline in
public image and in return reduced profitability.
• People before profit
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4. Consideration of
Stakeholders
The impact an organization has on
everyone.
• In conscious marketing development an
organization must consider all stakeholders and
how their business affects them.
• Stakeholders include but are not limited to:
Shareholders, Communities in which the
organization does business(domestic and
globally), employees and their families whether
past, present, or future, the environment,
members of their supply chain, and more.
• An organization must consider everyone and
everything that their actions impact.
• Considering all stakeholders help keep an
organization in a positive position and in return
drive profits.
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5. Presence of Conscious
Leadership
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Leadership should be conscious at all
levels of business
• Creating a corporate culture of consciousness
• Making sure that leadership and employees at every
level of operations are driven to uphold your mission
and vision of conscious business practices and ethical
decisions.
• Assuring that leadership is driven to recognize and
positively impact all stakeholders of the organization.
• Creating a positive impactful culture for all employees
and other stakeholders of the organization.

6. Ethically based decisions
Realizing the importance of making
ethical decisions.
• Making ethical marketing and business
decisions to create a positive image and impact
for all stakeholders.
• Being conscious about your products and
services; how they are produced, and how they
are disposed of.
• Addressing concerns of violations of labor laws
(e.g., Child labor, forced labor.)
• Ethical decisions about how your products or
services affect the environment.
• Decisions about addressing dangerous
products or misrepresentation of your products
or services.
• These decisions can positively or negatively
affect your business and its profits.
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7. Conscious
Marketing
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The importance of conscious marketing
• Conscious marketing allows your organization to
sustain a competitive advantage through positive brand
recognition.
• If stakeholders perceive your organization as an ethical
and transparent organization, they will be more likely to
do business with you.
• By putting people before profit you in return drive profits
up, increasing shareholder satisfaction and creating a
sustainable organization.

8. 8
Business Ethics
Ethical business and marketing decisions
Marketing Ethics
• Creating corporate policies on topics such
as bribery, discrimination, and fiduciary
responsibilities.
• Policies on how to govern business
operations (SOP)
• How the business handles involvement in
political issues.
• How business operations affect the
environment and communities in which the
organization does business.
• Addressing concerns over misinformation or
misrepresentation of products and services.
• Addressing the effects of decisions on the
supply chain and other stakeholders in the
organization.
Ethics

9. Summary
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Conscious marketing at a glance
• Conscious marketing entails the decisions made that
impact all stakeholders in an organization’s operations.
• Conscious marketing is the realization of a higher
purpose for the organization such as being
environmentally friendly.
• Conscious marketing is aimed at creating a sustainable
and ethical organization.
• Creating a positive brand image to drive profits by
putting people first.

10. THANK YOU!