Marketing Phrases with a Kind Heart: A Dictionary of Terms we Adore

In the realm of marketing, words wield immense power - they shape the tone of communications, setting the stage for effortless or manipulative exchanges. In the pursuit of Humane Marketing, strategic word choice inspires action and fosters emotional connections with audiences, eliciting a positive response to purchase or interaction.

In this post, we unveil a selection of our preferred marketingwords, aiming to strike a cord with clients and steer clear of those that no longer serve our values.

Favorite Humane Marketing Words

We've discovered that marketing words that resonate with our customers inspire trust, respect, and understanding. Such words create an emotional bond and enable the audience to relate to our messaging on a deep level. Many of these words are recurring themes in our publications, Marketing Like We're Human and Selling Like We're Human.

Abundance

The marketing landscape has been governed by scarcity thinking, fostering a competitive environment where the goal is to "kill the competition" and "crush it." Embracing an abundant mindset, in contrast, brings inner peace and encourages cooperation instead of competition. Potential clients feel this positive energy, empowering them to make informed decisions from a position of maturity and self-responsibility.

Examples of Abundant Marketing

Promote an abundant mindset by avoiding fear-based marketing tactics.
Operate from a collaborative, rather than competitive, stance, and prioritize synergies with partners.

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Authenticity / Authentic

Authenticity has become somewhat of a buzzword in marketing over the years, but fundamentally, it refers to staying true to oneself and one's values. Being genuine and transparent instills trust, and customers feel a deep connection to businesses that align with their worldview. They buy into the founder's journey and values, not merely the products or services offered.

Examples of Authentic Marketing

Align personal values with actions, avoiding the mask of a traditional business persona.
Create authentic connections with customers based on shared values and mutual respect.

Belonging

Belonging refers to the sense of acceptance, inclusion, and perceived worth within a group or community. In a marketing context, we strive to cultivate a sense of belonging by communicating empathetically, rather than resorting to exclusionary language. Our messaging positions clients as part of our community, inviting them to join a supportive and purpose-driven network.

Examples of Belonging Marketing

Build a sense of belonging through fostering meaningful and supportive communities.
Offer personalized experiences that make clients feel valued and welcomed.

Care

Humane Marketing revolves around a generation that cares - caring for themselves, clients, and the environment. Showing care means acting from a place of empathy, collaboration, and a commitment to ethical and socially responsible practices.

Examples of Caring Marketing

Deliver exceptional service that demonstrates a genuine concern for clients' welfare.
Adopt sustainable practices in our operations to mitigate our environmental impact.

Collaboration

Collaboration with colleagues, clients, and partners allows marketers to tap into a broader pool of ideas and insights, resulting in more innovative and effective marketing strategies. Collaboration fosters a sense of teamwork and shared purpose, as represented in the 7Ps of Humane Marketing through the word Partnership.

Examples of Collaborative Marketing

Establish strategic partnerships by collaborating with other businesses.
Build communities of like-minded individuals who share your values and vision.

Community

We live in an era where conscious consumers demand more purpose, meaning, and human connection. A thriving community fosters a sense of belonging, connection, and collaboration. Building a strong and supportive community requires a culture of mutual support, communication, collaboration, and a willingness to let go of control.

Examples of Community Marketing

Attract and retain clients by offering meaningful experiences that emphasize purpose and connection.
Support the local communities where your business operates.

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Confidence / Confident

Daring to market and run a business differently takes courage, and Humane Marketers show up with confidence and conviction. Confidence empowers businesses owners to inspire trust, build a unique brand identity, and stay the course when faced with challenges.

Examples of Confident Marketing

Build confidence through delivering exceptional service or products that clients love.
Foster confidence through transparent communication and authentic storytelling.

Creativity / Creative

The pursuit of creativity requires breaking free from traditional marketing templates and giving the right brain a chance to thrive. Allowing oneself to experiment with new ideas and approaches fosters innovation and sets businesses apart.

Examples of Creative Marketing

View marketing as a creative process, focusing on storytelling and art as much as data.
Find innovative ways to connect with clients that make your brand stand out.

Emotional Intelligence

Emotional intelligence transcends surface-level communication, enabling a deeper understanding of potential clients' needs and motivations. Developing emotional intelligence fosters meaningful connections and builds trust.

Examples of Emotionally Intelligent Marketing

Craft marketing messages that speak directly to the heart of your ideal clients, building a human connection.
Build long-term, authentic relationships bolstered by mutual understanding and empathy.

Empathy / Empathetic

Empathy forms the foundation of Humane Marketing, as it allows us to genuinely understand and share the feelings and experiences of potential clients. This understanding creates an atmosphere of cooperation and genuine concern, eradicating manipulation and pushing clients towards purchases.

Examples of Empathetic Marketing

Show empathy through personalized communication that acknowledges clients' pain points.
Use emotional intelligence to create solutions that address clients' challenges and help them achieve their goals.

Ethics / Ethical

Ethical marketing means operating with honesty, transparency, and integrity, prioritizing the well-being of clients, society, and the planet. Ethical marketing provides clients with the tools they need to make informed and conscious choices that align with their values.

Examples of Ethical Marketing

Promote ethical consumerism by empowering clients to make responsible purchasing decisions.
Ensure ethical marketing practices by prioritizing truthfulness and transparency in communications.

Generation

The phrase "Humane Marketing is marketing for the generation that cares" does not refer to a specific generation. Instead, it refers to the call to action for businesses to adopt a more compassionate and meaningful approach to marketing. Embracing these values ushers in a new era of marketing that aligns with contemporary consumer demands.

Examples of Generational Marketing

Stay relevant by understanding the wants and needs of today's consumers.
Support causes and initiatives important to younger generations to demonstrate your commitment to meaningful change.

Generosity

Generosity involves giving freely without expecting anything in return. Practicing generosity fosters meaningful connections with clients, builds trust, and creates a positive impact.

Examples of Generous Marketing

Offer free resources and education to attract and retain clients.
Donate a portion of profits to a charitable cause, such as the Stripe Climate Fund.

Gentleness / Gentle

Our mission is to bring more kindness and empathy to the business world. Gentleness denotes treating others with care and understanding, moving away from aggressive or manipulative marketing practices.

Examples of Gentle Marketing

Embrace a gentle approach throughout your business, treating clients, employees, and all stakeholders with kindness and respect.
Approach marketing and business dealings with empathy, collaboration, and a commitment to ethical practices.

Honesty / Honest

Honesty plays a crucial role in ethical business practices, as it requires truthfulness and transparency in all interactions with clients, employees, and other stakeholders.

Examples of Honest Marketing

Provide truthful and accurate information about your products and services.
Encourage honest and authentic communication with clients.

Human / Human to Human

Making connections between humans, rather than businesses, is the essence of Humane Marketing. Embracing marketing strategies that prioritize human-centric interactions enables businesses to build stronger relationships with their customers.

Examples of Human Marketing

Bring the human connection back to marketing by communicating in a manner that emphasizes empathy and understanding.
Focus on creating genuine and meaningful connections with clients, rather than viewing them as mere transactions.

Humane

When we speak of humane marketing, we refer to behaviors and actions characterized by kindness, compassion, and empathy towards people and animals. Embracing a humane approach to marketing means prioritizing ethical practices, fair labor, and sustainable manufacturing.

Examples of Humane Marketing

Prioritize client well-being by providing products and services that promote their mental, physical, and emotional well-being.Use honest storytelling to connect with clients on a deeper level and foster stronger relationships.

Humanity

Humanity encompasses the shared traits, beliefs, and practices that make us human. Elevating the importance of compassion, kindness, and empathy in human interactions highlights the power of humanity and contributes to building a more compassionate and inclusive society.

Examples of Human Marketing

Celebrate diversity and inclusivity in your marketing efforts.
Prioritize social responsibility and create meaningful partnerships with like-minded organizations.

Humility

Embodying humility means being open to feedback, learning from others, and recognizing your limitations. Being humble fosters meaningful connections and encourages collaboration.

Examples of Humble Marketing

Seek to learn from others and collaborate with partners to create innovative and successful marketing strategies.
Strive for constant improvement by anticipating and addressing clients' needs and concerns.

Inclusion / Inclusive

Creating inclusive environments where all individuals feel valued and respected is paramount to Humane Marketers. Making a conscious effort to welcome and support all people encourages creativity and fosters positive relationships.

Examples of Inclusive Marketing

Embrace diversity and represent all peoples and communities in your marketing efforts.
Foster environments of mutual respect and collaboration, where everyone's contributions are valued.

Integrity / Integrous

Integrity refers to adhering to a strong moral code, even in difficult situations. In marketing, having integrity means being transparent and honest in all business dealings, communicating openly, and upholding a moral compass.

Examples of Integrity in Marketing

Commit to truthfulness, transparency, and ethical business practices.
Be transparent about your values, mission, and operations, while holding yourself accountable for any mistakes or missteps.

Intuition

Marketing requires trusting your intuition, as it provides guidance and helps you stay true to your values and mission. Attuning yourself to your inner wisdom enables you to make decisions that align with your worldview and embody the essence of Humane Marketing.

Examples of Intuitive Marketing

Follow your intuition in creating marketing strategies that feel authentic and resonate with your target audience.
Maintain a clear and open channel of communication with your audience to stay connected and responsive.

Kindness

Kindness is a fundamental building block of Humane Marketing. Showing empathy, consideration, and understanding to clients, partners, and other stakeholders is essential for fostering meaningful relationships and creating a positive impact.

Examples of Kind Marketing

Use empathetic and inclusive language that speaks directly to the hearts of potential clients.
Help clients achieve their goals by creating products and services that address their needs from a place of genuine concern.

Love

Love is an essential component of Humane Marketing, as it elicits a deeper emotional connection with clients and reminds us of the humanity that binds us all together. Love is evident in the compassionate approaches to marketing, service, and community building.

Examples of Loving Marketing

Embody compassion, understanding, and a commitment to clients' well-being in all marketing activities.
Celebrate the love and connections that form when individuals join together in pursuit of shared values and goals.

Nurture

Nurturing relationships with clients and partners is a key aspect of Humane Marketing, as it creates a strong foundation for mutual trust, collaboration, and support. As marketers, it is essential to invest time and effort in cultivating genuine, long-term connections that go beyond simple transactions.

Examples of Nurturing Marketing

Plan regular touchpoints and interactions with potential clients to establish strong relationships and build trust.
Cultivate relationships with partners, collaborating on projects and initiatives that reinforce shared values and goals.

Partnership

Humane Marketing relies heavily on partnerships. Through partnerships, businesses work together to create meaningful change in their respective industries. Collaboration fosters trust, understanding, and a shared commitment to ethical business practices.

Examples of Partnership Marketing

Seek out and establish partnerships with like-minded businesses, non-profits, and individuals who share your values and vision.
Invest time and effort in developing long-term partnerships focused on shared goals and mutual growth.

Passion

Passion lies at the heart of Humane Marketing, as it fuels our relentless pursuit of creating a better world through our businesses and marketing efforts. Passion drives us to remain steadfast in our goals, even in the face of adversity, and positively impact the lives of those we serve.

Examples of Passionate Marketing

Stay true to your passion by reflecting your core values and beliefs in every aspect of your marketing strategy.
Share your passion for your mission and values with clients, inspiring them to join you in your quest for positive change.

Personal Power

Personal power refers to the strength and confidence that comes from embracing your unique personality, values, and strengths. In Humane Marketing, harnessing personal power enables us to present our authentic selves and connect deeply with clients and partners.

Examples of Powerful Marketing

Discover and embrace your personal power by understanding your values, story, and worldview.
Encourage self-awareness in clients, helping them awaken to their personal power and make informed, conscious choices.

Rebel

Humane Marketers are rebels with a cause. We challenge the status quo of traditional marketing practices that have dominated the industry for decades and advocate for a kinder, more humane approach. As rebels, we refuse to accept that marketing must be manipulative or disingenuous to succeed.

Examples of Rebellious Marketing

Use creative marketing strategies that elevate empathy, humanity, and inclusivity, rather than resorting to manipulative or shallow tactics.
Band together with like-minded individuals and businesses, forming a community of rebels who strive for meaningful change in the world.

Revolution

Humane Marketing is a revolution in the making. It represents a collective shift towards kinder, more empathetic marketing practices that foster deeper connections, build trust, and create a lasting, positive impact. By joining the Humane Marketing movement, you become a catalyst for change in the industry.

Examples of Revolutionary Marketing

Align your marketing efforts with the principles of Humane Marketing, prioritizing ethical practices, empathy, and connection.
Encourage others to join the revolution, helping to spread the message of Humane Marketing and foster a more compassionate world.

Relationship

Relationships lie at the heart of Humane Marketing, as they create a foundation for trust, collaboration, and authentic connection. Investing time and effort in building strong relationships with clients, partners, and colleagues is vital for the growth and success of your business.

Examples of Relationship Marketing

Prioritize establishing genuine relationships with clients and partners, rather than treating them as mere transactions.
Develop your emotional intelligence and empathy to enhance your ability to form meaningful connections.

Responsibility / Responsible

Taking responsibility for your actions is crucial in Humane Marketing. It signifies a commitment to ethical business practices, honest communication, and accurate representation of your products and services. Inherent in this approach is a shared responsibility between businesses and consumers to act in the best interest of each other and the world at large.

Examples of Responsible Marketing

Demonstrate integrity and honesty in all business dealings to inspire trust and build credibility with clients.
Be transparent about your business practices, values, and impact, working to minimize negative consequences and maximize positive change.

Sustainability / Sustainable

The pursuit of sustainability is integral to Humane Marketing, as it encompasses environmental, social, and economic considerations for the benefit of ourselves, clients, and the planet. Considering sustainability in your marketing practices is crucial for building a lasting, positive impact.

Examples of Sustainable Marketing

Prioritize eco-friendly practices in your business operations, ensuring that your marketing methods have minimal negative impact on the environment.
Integrate ethical considerations into your marketing strategies, promoting responsible consumerism and aligning with your clients' values.

Transparency / Transparent

Transparency is essential for trust and credibility in marketing, as it involves being open, honest, and straightforward about your values, operations, and impact. Transparency fosters genuine relationships, encourages responsibility, and empowers consumers to make informed, empowered choices.

Examples of Transparent Marketing

Embrace transparency by providing honest and comprehensive information about your products, services, and business practices.
Practice radical transparency by actively seeking feedback, addressing concerns, and being open to constructive criticism.

Trust / Trustworthy

Building trust with clients is a cornerstone of Humane Marketing. Trust signifies an unwavering commitment to honesty, integrity, and empathy in your marketing efforts, as well as the ability to inspire confidence and foster long-lasting relationships.

Examples of Trustworthy Marketing

Prioritize trust in all aspects of your business, from your communications to your actions, to ensure that clients feel secure and valued.
Cultivate a culture of transparency, authenticity, and integrity to earn the trust of your clients and partners.

Truth / True

In Humane Marketing, truth is paramount, as it underpins a commitment to honesty, integrity, and transparency in all business dealings. Truth-telling is essential for building trust, fostering genuine connections, and empowering clients to make informed decisions.

Examples of Truthful Marketing

Promote truthfulness in your marketing activities, avoiding deception, manipulation, and dishonesty.
Speak the truth about your impact, taking responsibility for any negative consequences and actively seeking ways to minimize them.

Ubuntu

In African philosophy, ubuntu emphasizes interconnectedness and interdependence among humans. Integrating ubuntu principles into your marketing efforts signifies a commitment to collaboration, community, and empathy.

Examples of Ubuntu Marketing

Foster a sense of community among your clients, partners, and team members by investing in relationships and collaboration.
Embrace the idea of "a leader in every chair" and prioritize collaboration over competition to create a more inclusive and supportive environment.

Vulnerability

Practicing vulnerability is crucial for authenticity and emotional connection in Humane Marketing. Being vulnerable signifies a willingness to show genuine emotion, empathy, and understanding to clients, partners, and colleagues, as well as a commitment to growth and self-discovery.

Examples of Vulnerable Marketing

Share your struggles, challenges, and failures with vulnerability and honesty to establish genuine connections with clients.
Embrace vulnerability in your interactions with others, being open to feedback, criticism, and constructive suggestions.

Woo Woo

Incorporating a balance between left-brain logic and right-brain emotion is crucial in Humane Marketing. Embracing a "woo" approach means acknowledging the importance of creativity, emotion, and alternative thinking in marketing.

Examples of Woo Woo Marketing

Incorporate spiritual values into your WHY, mission statement, visual identity, and marketing messages to resonate with clients who share those values.
Create products or services that support your clients' spiritual growth and well-being.

Using Humane Marketing Words

Implementing Humane Marketing words into your messaging is an excellent way to create meaningful connections with clients, inspire action, and reveal your brand's core values. These powerful words can help establish emotional connections, build trust, and create a lasting, positive impact on your marketing efforts.

Show Empathy and Kindness

Using empathetic and kind language is crucial for connecting with clients emotionally and demonstrating genuine care. Showing empathy signifies an understanding of clients' needs and feelings, while kindness helps establish a trustworthy and supportive relationship.

Build Trust and Emotional Connection

Employing words that convey empathy, compassion, and understanding helps create a solid and emotional bond with your audience. Showcasing your commitment to your clients' well-being illustrates your desire to foster long-lasting, meaningful relationships based on mutual trust and respect.

Showcase Your Ethical Commitment

Promoting honesty, transparency, fairness, and social responsibility in your marketing demonstrates your dedication to ethical practices and helps set your brand apart as a socially responsible business.

Conclusion

Choosing the right words in marketing holds immense power in creating a solid connection with your audience. Using the Humane Marketing Words discussed in this post, you can inspire action, foster emotional connections, and establish a positive and lasting impact on your potential clients. Join the Humane Marketing revolution and implement these powerful words in your messaging to create a meaningful and memorable connection with your audience.

Did we miss any essential Humane Marketing words that should be on this list? Let us know!

Additional Resources

Empathy in Marketing
Blog post
The Humane Marketing podcast
Humane Marketing
The Humane Business Manifesto
Manifesto
The Humane Marketing Creed
Creed
The 1-Page Marketing Plan
1-Page Marketing Plan
The Humane Marketing Circle
Community
Use Your Words Book
Book

*Book links on this page may include affiliate links.

In this exploration of marketing words, we've identified those that resonate deeply with our audiences, stirring trust, respect, and understanding, thereby creating emotional bonds and enabling them to relate to our messaging on a profound level.
An abundant mindset, embraced instead of a scarcity-based perspective, bringsabout inner tranquility and cooperation rather than competition, promoting an environment where potential clients feel empowered to make mature, self-responsible decisions.
Authenticity, often an overused buzzword in marketing, signifies staying true to oneself and one's values, thus instilling trust and fostering deep connections with clients based on shared worldviews.
Belonging, the sense of acceptance, inclusion, and perceived worth within a group or community, is cultivated through empathetic communication and is essential in a marketing context, as it positions clients as part of our supportive and purpose-driven network.
Care, a central tenet of Humane Marketing, is demonstrated through empathy, collaboration, and commitment to ethical, socially responsible practices, ensuring exceptional service, environmental sustainability, and genuine concern for clients' well-being.
Collaboration with colleagues, clients, and partners allows marketers to access a broader pool of ideas and insights, leading to more innovative and effective marketing strategies that foster teamwork and shared purpose.
Community, a thriving center of purpose, meaning, and human connection, requires cultivating mutual support, communication, collaboration, and a willingness to forgo control in the pursuit of a stronger and more supportive network.
Confidence, cultivated through courageous marketing and business practices, empowers marketers to inspire trust, build unique brand identities, and navigate challenges with resilience.
Creativity, free from traditional templates, encourages the right brain to thrive, fostering innovation and separating businesses from the pack, all while connecting with clients through compelling, emotional storytelling and art.