3 Conscious Marketing trends set to take over in 2023 🚀
Go straight to the trend you're most interested in, or keep reading for more information.
With new technologies and changing consumer behaviour, 2023 will be an exciting year for Conscious Marketing.
Photo by Mika Baumeister on Unsplash
The marketing industry is constantly evolving. A new marketing trend may emerge before you realise it. Staying on top of the most recent marketing trends can be a challenge, but it is essential to give it a try. As we begin a new year, it is time to consider what the future holds for Conscious Marketing. For those new to the concept, here's what Conscious Marketing is all about.
What is Conscious Marketing?
“Conscious Marketing is about building something so fundamentally good and compelling right into the heart of your business, products and services that people simply want to join your business community to spread the word.” — Carolyn Tate
You can also read “My Conscious Marketing Manifesto” for further information, where I clarify in greater detail what Conscious Marketing means to me.
Well, now that we have clarified the definition, what can we expect from 2023? Which Conscious Marketing trends should you be paying attention to? It is both exhilarating and confusing — I know that. Here are the three most important Conscious Marketing trends set to take over in 2023.
1. “Less Is More” is sure to be a big hit.
Photo by Etienne Girardet on Unsplash
As we look ahead to 2023, it's important for marketers to consider how the cost of living and potential recession will impact consumer behaviour. According to KPMG, 86% of global CEOs expect a recession in 2023, leading almost half to implement hiring freezes or workforce downsizing. Professor Laura Chamberlain of the University of Warwick predicts that consumers will favour the philosophy of "Less is More"*. This trend will be not only driven by economic concerns but also by a growing focus on sustainability, particularly among younger consumers.
To adapt to the "Less is More" trend, businesses should consider the following strategies:
Quality Over Quantity: Consumers are increasingly prioritising value in their purchasing decisions, so businesses should focus on offering high-quality products and services that provide lasting value to customers, rather than promoting bundle deals.
Sustainability: Salesforce research found that 78% of customer purchasing decisions are influenced by a company's environmental practices, and 66% of customers have stopped buying from a company whose values didn't align with their own. To align with customer values and demonstrate a commitment to sustainability, consider implementing ESG (environmental, social, governance) programmes and communicating your efforts to customers.
Customer Trust: According to Salesforce, 88% of customers believe that trust is more important in times of change, and 68% expect companies to act with society's best interests in mind. To build trust with customers, it's essential to understand what drives trust, provide superior customer service, and communicate your values clearly.
How can businesses embrace the "Less is More" trend in their conscious marketing efforts?
One key strategy is to focus on creating compelling and authentic messaging that highlights the values and benefits of their products or services. This could include showcasing the environmental impact of their products/services, or highlighting the social justice initiatives that the company supports. For example, you may consider using email signatures that proactively promote your sustainability objectives — it is a great way to increase additional engagement with key stakeholders. However, businesses should also put their words into action.
As the new research from Harvard Business Review has noted, companies that overcommit and fail to deliver on promised socially responsible initiatives risk damaging their relationships with customers. To avoid such negative consequences, businesses need to follow through on their commitments to sustainability and social responsibility and practice what they preach in order to maintain trust and credibility with their customers. Remember, stakeholders are not afraid to punish companies that misbehave, greenwash or cause harm (e.g., BP’s Deepwater Horizon oil spill or Volkswagen’s emissions scandal).
To give you some inspiration, here are a few examples of companies that have successfully embraced the "Less is More" trend in their conscious marketing efforts:
Patagonia is a well-known outdoor clothing company that has long embraced the "Less is More" trend in its marketing efforts. By promoting high-quality, essential products that are built to last, Patagonia has gained a loyal customer base that values sustainability and durability.
The Honest Company is another example of a company that has effectively embraced the "Less is More" trend in its marketing efforts. By focusing on high-quality, essential products that are safe and sustainable, The Honest Company has gained a loyal customer base that values transparency and sustainability.
As the cost of living crisis and potential recession shape consumer behaviour in 2023, the "Less is More" philosophy will be more important than ever for conscious marketers to consider. By focusing on quality, sustainability, and customer trust, businesses can adapt their conscious marketing strategies to meet changing consumer expectations and position themselves for success in the coming year.
2. Content Marketing and SEO are the way to go.
Photo by Brooke Lark on Unsplash
As global recession is inevitable in 2023, marketing budgets will be under severe strain, encouraging entrepreneurs to bear down on costs to relieve financial pressure amid falling demand. And while the opposite argument is also being made — that this is the time to invest rather than cut back — it is inevitable that most marketing professionals will be asked to do more with fewer resources and show stronger ROI. This means that effective marketing and content creation will be inextricably linked in 2023.
Without a doubt, Content Marketing is one of the best ways to regularly connect with your audience while building your reputation and credibility. But there's a misconception that Content Marketing is too expensive. In reality, it's often much more affordable than traditional marketing methods. What’s more, it manages to do all of this while being more effective than traditional marketing.
“While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.”
But what exactly is Content Marketing? The Content Marketing Institute helpfully defines Content Marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
We know that the idea that "content is king" has been around for a while. But now that more content is being produced than ever before, it is even more difficult for brands to break through the noise and reach their target audience. That’s why Content Marketing without SEO is like a body without a soul.
SEO, or Search Engine Optimization, refers to the technical process of increasing the quality of traffic and attracting maximum visitors to your website organically. Meanwhile, Content Marketing is focused on using valuable and relevant content to drive profitable customers or customer action. SEO is actually strategised around Content Marketing since every website needs words, articles, substance, and keywords. In order to be successful, both must go hand in hand. Content Marketing and SEO are not disparate disciplines — Content Marketing is only successful if it has appropriate SEO.
Together, Content Marketing and SEO can be a powerful combination for businesses looking to succeed in the digital landscape. By creating valuable, relevant content and optimising it for search engines, businesses can attract and retain a clearly defined audience and drive profitable customer action.
How can businesses implement Content Marketing & SEO in their conscious marketing efforts?
To help purpose-driven businesses take advantage of this trend in 2023, I have teamed up with Antoinette Jade, an SEO specialist who has helped numerous startups grow their online presence, to offer three Content Marketing and SEO packages that fit everyone's budgets.
DIY Content Marketing & SEO Training: Learn how to do Content Marketing and SEO for your website with our DIY training package. Our 2-hour session will cover all the basics of Content Marketing and SEO, so you can start optimising your website on your own. We'll also be available to answer any follow-up questions you have via email after the training. This is a cost-effective way to get started with Content Marketing and SEO and take control of your digital presence.
Content Marketing & SEO Kickstarter: Are you interested in a Content Marketing and SEO service but not ready for a long-term commitment? Our 6-week package is perfect for you. We'll provide an example of how to effectively implement a Content Marketing and SEO strategy on your website.
Content Marketing & SEO Custom Plan: Looking for something a little different? We're here to help. We'll work with you to create something that fits your needs exactly.
Our services will kick off in February 2023.
As part of our “pre-launch”, you can now learn more and get on the early bird list (which also includes early bird pricing 😉). Building these packages has been one of the most energising and exciting challenges I've taken on in years. I can’t wait to share them with you, and I hope you’ll join us!
Early Bird List Is Now Closed!
Please keep in mind that the early bird discount is only valid if you sign up for this early bird list until Tuesday, 31st January 2023, so be sure to act if you want to take advantage of it.
Psst… Joining the early bird list is free, so there's no need to worry. Payment is only required when you're 100% ready to proceed with our services.
3. Email Marketing is here to stay.
Photo by Solen Feyissa on Unsplash
With more than 4 million email users and a growth trend of approximately 3% per year, Email Marketing is here to stay. It might be one of the oldest ways for brands to communicate online, but it works just as well as if it were brand new.
In 2022, Salesforce research showed that email marketing volumes increased by 15%, accounting for 80% of all outbound messaging. Furthermore, this marketing trend shows that customers continue to love email, coming in second only to the phone on their list of preferred communication channels to interact with brands.
In general, email drives a higher ROI than any other channel, with an average of $36 per dollar spent.
But did you know a typical email emits 4g of CO2 into the atmosphere? If that doesn’t sound too bad, now consider that, in 2023, an average of 347.3 billion emails will be sent and received every day, which means over 4 million per second. That’s an increase of 4.2% from the previous year, with the trend set to continue all the way to 2025 and beyond.
How can businesses incorporate climate-friendly emails in their conscious marketing efforts?
One way for businesses to incorporate climate-friendliness into their marketing efforts is by choosing an email platform that is carbon-negative. For those unfamiliar with the term, carbon negative means offsetting even more carbon than is produced. Right now, no other email marketing platforms, such as HubSpot, ActiveCampaign or Intercom, offer carbon-negative email marketing. Out of the wings pops GoSquared’s latest initiative, EcoSend.
Using renewable energy to power their operations, they’ll plant a tree for every 5,000 emails sent on their platform. They’ll also back carbon capture initiatives with a portion of our profits. If that wasn’t good enough, EcoSend is packed full of features to help you craft your messages better, engage with your audience, automate your messaging, understand your impact, and so much more!
This year, I made the switch to EcoSend, and I'm glad I did. If you'd like to join me and be part of the movement towards more sustainable email marketing, sign up for my mailing list and newsletter here.
Takeaways
The recession and the current cost of living crisis will influence consumer behaviour in 2023 to favour “Less Is More”. This philosophy also fits perfectly with the idea that sustainability is becoming a key factor in purchasing decisions.
With more content being produced than ever before, it will be more difficult for brands to break through the noise and reach their target audience. Content Marketing will only be successful if it has appropriate SEO. Together, SEO and Content Marketing will be explosive.
Email Marketing isn't to be overlooked; in fact, it demonstrates a growing trend and the need to capitalise on new opportunities like carbon-negative email software platforms.
Don't know how to incorporate these three trends into your Conscious Marketing strategy for 2023? I tap into the power of Conscious Marketing to build a brand that inspires and gives back so that you can make a difference in your community. Whenever you're ready, here’s how I can help you.
Join the conversation here
What other Conscious Marketing trends would you add for 2023? Join the conversation on LinkedIn here, and let me know your thoughts and ideas. And if you know someone who'd benefit from this post — like and share, or simply tag them! Every referral has a huge impact on my tiny freelance business, and it doesn’t cost you anything. Sharing is caring. 🧡
Need extra inspiration?
… And if you're looking for some extra inspiration, check out these other useful resources for entrepreneurs or anyone interested in making a bigger impact in their lives and work:
Need help sharing the news that matters most to you?
I am always looking for new and exciting content to share with purpose-driven entrepreneurs and job seekers. If you have a news item, job, article, event, or story that you think would interest them, consider supporting my goal to bring the best resources and opportunities to my purpose-led community. I offer sponsorship packages that can help you get your message in front of a targeted and engaged audience and make a real impact.
Credits: *I was notified of this amazing virtual event by Slavina Dimitrova. Thanks!
Please note that some of the links above are affiliate links, so if you choose to purchase something — and thank you for doing so! — I will receive a small commission at no extra cost to you. You are essentially buying me my cappuccino with oat milk. Win-win. ☕🌱
That's all for today, have a great year ahead!
How did you like today's newsletter?
Loved it 🤩 | Meh 😕 | Hated it 😒
Until next time 👋
Was this forwarded to you? Sign up for my newsletter to get a monthly dose of inspiration, knowledge and motivation to help you succeed in your business straight to your inbox here.
