Is mindful marketing an oxymoron? Mindfulness is becoming a buzz word. Many companies are making mindfulness available to their employees. The US army and many sports teams are adopting mindfulness training. Yet, we have not harnessed the power of mindfulness to inform marketing. What does it mean to be mindful in marketing? Recent changes in consumers' marketplace attitudes and values accompanied by environmental, technological, and economic shifts have led to a new stream of research, transformative consumer research, which use rigorous methods to study and develop solutions that benefit all consumers around the world. Similarly, some marketers are starting to respond to the rapid changes in consumers' awareness, technology, and the environment. This new movement is called Marketing3.0. This presentation on Mindful Marketing was given to exchange students , professors and business owners from El Salvador at the Institute. The work in mindful marketing is still emerging. I draw from research and practices in transformative consumer research, Marketing 3.0 and mindfulness to offer a framework that marketers can use in making decisions with more clarity, compassion and insight. Mindful marketing can develop marketers ability to move away from habitual ways of thinking and behaving in the marketplace toward more intentional, inclusive, and holistic marketing that is a win win for all stakeholders. WARNING: Mindful Marketing is not for the lazy. It is going to compel you to question your assumptions, sit with your discomfort and not settle for the first solution you get.

1. MINDFUL MARKETING
Transformative Consumer Research & Marketing
SHALINI BAHL, PH.D., THE REMINDING PROJECT

2. INTERNAL DATA POINTS
➤ Your Mind (Thoughts)
➤ Your Heart (Emotions)
➤ Your Body (Sensations)

3. MARKETING IN EL SALVADOR
What do you love about marketing?
What do you dislike about marketing?

4. Interconnectedness
MINDFUL MARKETING ORIGINS
MindfulnessMovement
Transformative
Consumer Research
Marketing 3.0
Mindful
Marketing
ChangingEnvironment
Economic
Nature
Consumers
Social
Technology
Continuous Change Cause & Effect
MARKETPLACE REALITIES

5. MINDFUL MARKETING: THE CASE OF PATAGONIA

6. ROADMAP
1. Changing Environment
2. Mindfulness
3. Transformative consumer
research
4. Marketing 3.0
5. Mindful Marketing
1. What
2. The checklist
3. 3 Levels
4. Mindful Marketing Plan

7. CHANGING
ENVIRONMENT
Nature, Social,Economic,
Technology, Consumers

8. ENVIRONMENTAL COSTS
“Americans use almost six timesthe resources that would be available in
a sustainable ecosystem”
~ Worldwatch Institute 2013

9. Health care costs Associated with obesity
were estimated at
$147 BILLION
SOCIAL COSTS
Centers for Disease Control and Prevention 2015

10. Costs of obesity-related absenteeism
in business were up to
$6.38 BILLION
BUSINESS COSTS
Centers for Disease Control and Prevention 2015

11. SHIFTING TECHNOLOGY
“Around 90 percent of consumers surveyed trust recommendations from people they
know. Moreover, 70 percent of consumers believe in customer opinions
posted online. The research by Trendstream/ Lightspeed Research interestingly
shows that consumers trust strangers in their social network more than they trust
experts.”
~ Kotler et al 2011

12. EMERGING CONSUMER TRENDS
SpendShiftby

13. SPEND SHIFTERS
SpendShiftby

14. SPEND SHIFTERS
SpendShiftby

15. TRENDS IN CONSUMER BEHAVIOR
INDESTRUCTIBLE
Optimistic and resilient people are leveraging hardship into
opportunity.
SpendShiftbyJohnGerzema&MichaelD’Antonio
RETOOLING
Fiercely self-reliant, we retain our faith in our core traditions and
actively seek to better our communities and ourselves.
LIQUID LIFE
We are adopting a more nimble, adaptable, and thrifty approach to
life.
COOPERATIVE CONSUMERISM
Crisis has prompted people to collaborate to solve problems and
create new options.
FROM MATERIALISM TO THE MATERIAL
Old status symbols no longer appeal as purpose, character,
authenticity, and creativity become pathways to the new good life.

16. SPEND SHIFTERS
SpendShiftby

17. HOW ARE THE
ENVIRONMENTAL CHANGES
IMPACTING YOUR
BUSINESS?
NATURE SOCIAL ECONOMIC
TECHNOLOGICAL CONSUMER

18. Mindful Check-in
Mind
Body
Heart
“Between stimulus and response there is a space. In that space is our power to choose our
response. In our response lies our growth and our freedom.”~Viktor E. Frankl

19. MINDFULNESS
Living with awareness and
intentionality

20. “The faculty of voluntarily bringing back a
wandering attention, over and over again, is the
very root of judgment, character, and will. No
one is compos sui (master of himself) if he have
it not. An education which should improve this
faculty would be the education par excellence.
— William James, the father of modern psychology

21. W H AT I S M I N D F U L N E S S
Image: Unknown

22. MINDFULNESS: A SUPERPOWER

23. MINDFULNESS
“Mindfulness is
the awareness that
arises from paying
attention on
purpose, in the
present moment,
non-judgmentally”
~ Dr. jon Kabat-Zinn

24. TRIANGLE OF AWARENESS
AWA R E N E S S
T H O U G H T S
B O D Y
S E N S AT I O N S
E M O T I O N S
G
entle
Curiosity
N
on-Judgm
ent
Intentional Attention

25. MINDFULNESS
Practicing
Mindfulness
Changes The Brain
Structurally &
Functionally

26. PRACTICE MINDFULNESS: 3 WAYS
Integrate
Meditation
Way of Being

27. DESIGNATED PRACTICE
Awareness of Breath

28. FOCUS & AWARENESS

29. Mindful Break: Sensory Walking (Optional)
See
Hear
Smell
Touch

30. TRANSFORMATIVE
CONSUMER
RESEARCH
Research that benefits consumer
welfare and quality of life for all being

31. WHAT IS TRANSFORMATIVE
CONSUMER RESEARCH
Transformative Consumer
Research is a movement that
seeks to encourage, support, and
publicize research that benefits
consumer welfare and quality of
life for all beings affected by
consumption across the world

32. TCR: ESSENTIAL QUALITIES
➤ Focus on developing solutions to
consumer problems rather than
just seeking methods to influence
behavior (Mick 2006)
➤ Has ‘an immediate practical
orientation’ (Baker, 2011)
➤ Adopts a transdisciplinary
approach
➤ Involves all stakeholders such as
consumers, activists, policy
makers and businesses

33. “A major determinant of consumption-
induced problems is mindlessness.
-Bahl et al, 2016

34. MINDFUL CONSUMPTION
“The ongoing practice
of paying attention,
with acceptance, to
internal stimuli (bodily
sensations, emotions,
and thoughts) and
external stimuli and
their effects on the
consumption process.”
~ Bahl et al 2016

35. MINDFUL CONSUMPTION
Mindful consumption
does not involve guilt,
shame or any dogma
but encourages
consumers to examine
their choices and the
consequences of their
choices.

36. Figure 1: Transformative Potential of Mindful Consumption
Attention
Body Sensations,
Thoughts, Feelings,
& External Stimuli
Acceptance
Non-Judgment
Compassion
Flexibility of Mind
}Awareness
Inner & Outer
Stimuli
}Insight
Impermanence +
Transient Self + Causes
of Suffering
Weakening
Attachments
to Habitual
Behaviors
Transformative
Choices &
Experiences
Domains of Transformation: Consumer (Health & Addiction, Family Matters, Financial Well-Being, Materialism), Society (Multiculturalism, Education,
Political Engagement), Environment (Sustainability, Waste)
MINDFUL CONSUMPTION
~ Bahl et al 2016

37. MARKETING
3.0
Human & Values Centered
Marketing

38. Marketing
3.0
HUMAN & VALUES-CENTERED
EVOLUTION OF MARKETING 3.0
Marketing
2.0
CONSUMER-CENTERED
Marketing
1.0
PRODUCT-CENTERED
“Any customer can have a car
painted any color that he wants so
long as it is black.” Ford
“Customer is king”
“Provide solutions to address
problems in the society.”
Marketing3.0:FromProductstoCustomerstotheHumanSpiritbyKotleretal2011

39. Marketing
3.0
HUMAN & VALUES-CENTERED
DEFINING CHARACTERISTICS OF MARKETING 3.0
Marketing
2.0
CONSUMER-CENTERED
Marketing
1.0
PRODUCT-CENTERED
Objective: Sell products
Enabling Forces: Industrial Revolution
Value Proposition: Functional
Consumer Interaction: One-to-many transactions
Objective: Retain consumers
Enabling Forces: Information technology
Value Proposition: Functional & emotional
Consumer Interaction: One-to-one relationships
Objective: Make the world a better place
Enabling Forces: New wave technology
Value Proposition: Functional, emotional & spiritual
Consumer Interaction: Many-to-many collaborations
Marketing3.0:FromProductstoCustomerstotheHumanSpiritbyKotleretal2011

40. MINDFUL
MARKETING
Intentional, Inclusive,
& Holistic

41. MINDFUL MARKETING
“Mindful marketing transforms mindful consumption to a business
and societal opportunity by generating win-win solutions that
consider the triple bottom lines of planet, people, and profit.”
~Sheth et al. , 2011

42. MINDFUL MARKETING
The ongoing practice of
making marketing
decisions with
awareness that arises
from paying attention
to internal and external
data points, with
acceptance (non-
judgment, compassion
and flexibility of mind).

43. MINDFUL MARKETING
Mindful Marketing is:
1. Intentional instead of habitual
2. Includes all stakeholders
affected and not just
shareholders
3. Embraces disagreements &
different perspectives
4. Solves cause of problems and
not just symptoms
5. Uses individual & collective
emotional intelligence & not
just rational mind.

44. MINDFUL MARKETING CHECKLIST
Bringing attention with non-
judgment, compassion &
flexibility of mind to:
Why - Intentions
Who - Affected stakeholders
What do we know
Multiple perspectives
Our assumptions
Resources
How - All Options
Internal data points

45. MINDFUL MARKETING PLAN
ATTENTION WITH ACCEPTANCE
4 P’s
Why
Intentions
Who
Stakeholders
What
Know &
Assume
How
Options
Internal
data points
Mind, heart,
body
Product
Price
Promotion
Place

46. MINDFUL MARKETING LEVELS
Level 1
Mindfulness at Individual Employee-Level
Level 2
Mindfulness at Marketing Mix-Level
Level 3
Mindfulness at Organization-Level

47. MINDFUL MARKETING AT EMPLOYEES LEVEL
Mindfulness at Employees-Level
Level 1

48. MINDFUL MARKETING MIX: PRODUCT
Level 2
“We live in times of limited resources but unlimited desire to consume them. The
answer though is real simple: to consume less as a consumer; to make a better
designed product as a manufacturer.”
~ Co-founder David Hieatt of Howie’s Hand-Me-Down Line

49. MINDFUL MARKETING MIX: PRODUCT & PRICE
Level 2
“Blu's process has been developed to add transparency and to reduce surprises as the
project evolves. This is critical, because every site brings its own unique set of
challenges that must be considered by professionals. We work hard to identify those
challenges and costs as early as possible in the process with Blu's Design Services.”

50. MINDFUL MARKETING LEVELS: PRICE
Level 2
We have saved students more than $700 Million. BookRenter has never wavered from
our mission to make education more affordable for all students. Every day, we focus on
delivering students the best prices, the most flexible options, and the best service on
earth.

51. MINDFUL MARKETING MIX: PROMOTION
Level 2
“Join the movement to look up from your phone and live for the moment. Pledge to
engage more, connect more, share more, explore more.”

52. MINDFUL MARKETING MIX: PROMOTION
Level 2
"The world is becoming an increasingly noisy place and sometimes whispering can be
more effective than shouting. No one has ever created an ad quite like this and we
hope viewers will enjoy this rare moment of calm.” Acton Smith, Founder of Calm

53. MINDFUL MARKETING LEVELS: PLACE & PROMOTION
Level 2
"Our mission is to promote and perpetuate the street food movement," Resnick

54. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
“How you climb a mountain is more important than reaching the top.”
~Yvon Chouinard, Founder Patagonia

55. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
"Basically, our mission is to make the best-quality product with the least amount of
harm. It's very hard to produce a high-quality product without high-quality employees."
~ Setnicka, Patagonia Spokesperson

56. MINDFUL MARKETING AT ORGANIZATION LEVEL
Level 3
"We sort of look at growth in this company the way we look at a life cycle. If any one
component grows too much or too fast, it throws the system out of balance,"
~ Setnicka, Patagonia Spokesperson

57. MINDFUL MARKETING AT ORGANIZATION LEVEL
“We want people to look
at their own lives, and
live in an examined way,
and again, question
whether you really just
want that product, or do
you really need it because
it’s cold this winter.”
~Sheahan, Former Patagonia
CEO
Level 3

58. MINDFUL MARKETING PLAN
ATTENTION WITH ACCEPTANCE
4 P’s
Why
Intentions
Who
Stakeholders
What
Know &
Assume
How
Options
Internal
data points
Mind, heart,
body
Product
Price
Promotion
Place

59. COMPARING TRADITIONAL & MINDFUL MARKETING
Traditional Marketing Mindful Marketing
Mission, Vision &
Values
Maximize Sales, Profitability &
Shareholders’ Value
Make the world a better
place for all beings -
Triple Bottom Line
Customer
Segmentation, Targeting,
Positioning
Customer Empowerment
& Collaboration
Marketing Mix
1. Product
2. Price
3. Promotion
4. Place
- Products designed to maximize
profitability & satisfy customer
needs
- Price doesn't include
environment & social costs
- Promotion of mindless
consumption, excess information
- Easier access to mindless
consumption
- Product designed for
well being of all
stakeholders
- Transparency of price,
including hidden costs
- Promoting mindful
consumption
- Easier access to repairs,
recycle, reuse, & sharing

60. REFERENCES
Marketing 3.0: From Products to Customers to the Human SpiritMindfulness Resources
by Kotler et al 2011
Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell,
and Live by John Gerzema & Michael D’Antonio
Mindfulness: The Transformative Potential for Consumer, Societal, and Environmental
Well-Being by Bahl et al 2016
Mindful consumption: a customer-centric approach to sustainability by Sheth et al 2011
Mind the gap: The mediating role of mindful marketing between market and quality
orientations, their interaction, and consequences by Malhotra et al 2012
FUNDES: Becoming a strategically mindful nonprofit by Bucher et al 2016

61. CONTACT INFORMATION
Email: Shalini@RemindingProject.com
Website: RemindingProject.com
Mindfulness Community: http://mindfuluniverse.com
LinkedIn: http://www.linkedin.com/in/shalinibahl
Twitter: https://twitter.com/shalinibahl
Facebook: https://www.facebook.com/DowntownMindfulness/
Slide Share: http://www.slideshare.net/ShaliniBahl
LOOK CLOSER. SENSE DEEPER. LEAD SMARTER.