How to Be a Responsible Marketer: Lessons from the Wellness Industry

Rachael Bews

Read Time: 4 minutes

We may feel far removed from the subliminal messaging of the 1950s, yet in reality, we’re much closer than we think.

With Facebook’s Cambridge Analytica scandal fresh in our minds and the evolution of an increasingly divided world, one can’t help but question the role digital content has to play in the direction society is taking.

Yet as marketers, we are answerable for a considerable proportion of what people receive on their smartphones, laptops, tablets – and on each of the platforms they host – everyday. As such, we must work with our social conscience in mind.


The Use Of Data In Marketing

The quantity of data we have at our disposal, and its value, is unprecedented. Anyone with experience in online advertising knows that the level of detail upon which audiences are targeted is commercially incredible, but ethically questionable.

Therefore how we use this data and how we target our market holds great power. And as the old adage goes – with great power, comes great responsibility.


Lessons From The Wellness Industry

Away from the doom and gloom of the data doldrums, there is a part of the internet that is positively thriving. From flatlays of avocado toast to blogs on the microbiome, the wellness industry serves as a prime example of how brands can set themselves apart – for the right reasons.

Exuding positivity, vitality and strength is key to these brands’ success. They promote self-care, breathing breaks, life hacks, mindfulness, nutrition, fitness – the list is endless. And if you look carefully, you can find some key lessons that the wellness industry teaches responsible marketers everywhere.


Top Tips: Being a Responsible Marketer


Respect Boundaries

25 May 2018 will go down in history as ‘GDPR Day’ – prompting a deluge of emails highlighting privacy policies and asking for re ‘opt-ins.’ At this point many people started switching off to email communications altogether. As responsible marketers we need to respect people’s time, energy and boundaries.

  • Ensure your lists are legal and regularly cleansed
  • Avoid buying cold lists, if possible

Read More: How To Write Effective Email Campaigns (That People Actually Want To Open)

Practise Mindfulness

Constantly fuelling the social media machine is just a race to the bottom. By avoiding bombardment and posting less, the social sphere would be far less saturated. Everyone should recharge themselves more often than they recharge their phones, and marketers are no different.

  • Avoid fuelling the social media machine by posting less
  • Let your brand talk when it has something to say

Read More: Untapped Secrets of Slow Content Marketing


Be Your Authentic Self

Social media has received a great deal of criticism for setting unattainable standards and creating #fomo. Therefore content should be aspirational, but it must still be grounded in reality. By prioritising authenticity and using brand personas, businesses can cut through the deluge of over-edited media and offer tailored content.

  • Don’t set unrealistic expectations of your product/service
  • Use brand personas to give a personal experience


Put Positivity First

As well as our posting behaviour, the content we post should be responsible. We should minimise the use of fear-based marketing tactics and language, instead opting to put positive messages in people’s news feeds. Using the 4-1-1 rule also helps to ensure social media isn’t too ‘self-serving,’ instead opening dialogue.

  • Use positive messaging over fear-based marketing
  • Make your social posts uplifting moments


Be Socially Responsible

As a responsible marketer, you are needed to revolutionise this industry. To have the courage to stand up and action change. Your brand may be committed to supporting certain causes. Why not take your internal support one step further by extending it to your audience too? This truly gives a whole new meaning to social responsibility.

  • Consider adding your marketing strategy to your CSR policy
  • Be balanced in the content you post and share


If you’d like to put a responsible marketing strategy in place, and would like support to do so, please get in touch.

Written By: Rachael Bews

Written By: Rachael Bews

Rachael is a social media specialist and freelance contributor to The William Agency.


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