Grounded Growth Collective

Author: Walt

  • Empathetic Marketing and Storytelling: Connecting through Empathy, Not Manipulation

    Empathetic Marketing and Storytelling: Connecting through Empathy, Not Manipulation

    Marketing often feels like a battlefield, doesn’t it? Brands shouting over each other, using every trick in the book to grab attention. Scarcity timers, exaggerated claims, guilt trips—manipulation has become the standard playbook. 

    But here’s the thing: manipulation doesn’t build relationships. It creates friction and distrust, and an audience is always on edge.

    You don’t have to market this way. The most successful and sustainable brands don’t. Instead, they choose a quieter, more human path—empathetic marketing. They lead with stories that resonate, connect, and inspire. And if you’re tired of the old ways of doing things, this might just be your path, too.

    What Is Empathetic Marketing, Anyway?

    Empathy isn’t just a buzzword—it’s the foundation of any good relationship, including the one you build with your audience. At its core, empathetic marketing means seeing your customers as people first. It’s about understanding their struggles, their dreams, their lives beyond the transaction.

    Think of it like sitting across the table from a friend. You wouldn’t try to trick them into agreeing with you. Instead, you’d listen, share, and find common ground. That’s what empathetic marketing does.

    Why Empathy Works

    Here’s a simple truth: people want to feel seen. They crave connection. When your marketing reflects a genuine understanding of their lives, it stops feeling like marketing. It feels like a conversation.

    Empathy builds trust, and trust builds loyalty. A brand that “gets” its audience isn’t just selling a product. Instead, it’s creating a relationship. And relationships last far longer than the fleeting satisfaction of a one-time sale. 

    Your goal should always be to meet someone where they are and create a relationship that goes beyond any transaction (or series of transactions!). If you’re only in it for the sale, you’re doing it wrong.

    Storytelling: The Secret Sauce

    Humans are storytellers. We always have been. Stories are how we make sense of the world. They’ve been part of human culture for millennia because they resonate on an emotional level. When you tell a story, you invite your audience into an experience.

    Think about the last time a brand’s story stuck with you. Maybe it was a local bakery talking about how they source ingredients from nearby farms. Or a nonprofit sharing the impact of their work through real people’s lives. Those stories linger because they’re human—they tap into something deeper than the product itself.

    When you use storytelling in your marketing, you’re not just selling a widget or a service. You’re inviting your audience to be part of something bigger.

    Move Away from Manipulation

    Let’s talk about what empathetic marketing isn’t. It’s not the scarcity countdowns that pressure people into decisions they’re not ready to make. It’s not playing on guilt to push someone to buy. And it’s certainly not creating false urgency where none exists.

    Ultimately, all of those things are lies designed to get people to do what you want. 

    Instead of manipulating, educate. Instead of pressuring, empower. Imagine you’re writing to someone who’s genuinely curious about what you offer. What do they need to know to make the best decision for themselves? Start there.

    How to Create Empathetic Content

    This isn’t about throwing out everything you know about marketing—it’s about rethinking how you approach it. Here are a few practical steps:

    1. Know Your Audience.

    Dig deeper than demographics. What keeps them up at night? What excites them? Listen to their stories, whether through social media, surveys, or one-on-one conversations. Then, figure out how your brand fits into the picture. How do you solve their problem? How do you help them find the peace of mind needed to get some shuteye? What is it that you do that addresses their underlying problem or concern and why is your offering better than a competitor’s? 

    2. Write Like You Talk.

    Forget the jargon and speak to your audience like a trusted friend. They’ll appreciate your authenticity. Too often, sales spiels come across as condescending or smarmy. Instead, be honest, direct, upfront. Leave the $10 words for something else and talk to people the way you want to be talked to.

    3. Share Real Stories.

    Whether it’s a customer’s journey, your founder’s “why,” or a behind-the-scenes look at your team, use storytelling to humanize your brand. There’s a story lurking behind every brand and every team member. Discover and then tell them! The truth is that there’s no such thing as a business. It’s just a name we give to a collection of people working toward a common goal in a specific setting. So, give your customers a glimpse into the people that make up your brand.

    4. Check Your Tone.

    Before you hit publish, ask yourself: Does this feel honest? Does it reflect care and respect for the reader? Does it connect with them on a human level or am I talking AT them? Remember, business success is more than a numbers game. You can generate sale after sale, but if your customers don’t feel seen, valued, and supported, they won’t come back. They won’t tell others. They won’t make your brand part of THEIR story.

    5. Test and Refine.

    Empathy isn’t a one-and-done process. Pay attention to how your audience responds and adjust as needed. It can take time to get it right. And you’ll likely need to take a nuanced approach. Regardless of your industry or niche, your audience makeup will vary. So, too, must your storytelling and connection efforts.

    A Word of Caution

    Empathy only works if it’s genuine. People can spot fake sincerity a mile away. If you’re not ready to embrace this approach fully, it’s better to hold off. Performative empathy—saying the right words without the heart behind them—will do more harm than good.

    Start Small, Build Big

    You don’t have to overhaul your entire strategy overnight. Start small. Create one piece of content this week that leads with empathy and tells a story. See how it feels. See how your audience reacts.

    Over time, you’ll find that this approach doesn’t just change the way you market—it changes the way you see your audience. And that’s where real growth begins.

    Empathy isn’t a tactic. It’s a mindset. And in a world filled with noise, it just might be the quiet superpower that sets you apart.

  • Ethics in Marketing: Why It Matters and How to Do It Right

    Ethics in Marketing: Why It Matters and How to Do It Right

    If you’re reading this, you probably don’t need convincing that marketing can be a bit of a minefield when it comes to ethics. You’ve seen the overblown claims, manipulative tactics, and sneaky fine print that feels more like a trap than a transaction. Most marketing lives in a murky gray area, stretching the truth just enough to stay legal but not enough to feel honest.

    Here’s the uncomfortable truth: a lot of marketing isn’t ethical. Or at least, it doesn’t feel that way to the people on the receiving end. And if you’re in the business of marketing, or even just running a business that needs to engage in marketing, you’ve got a choice to make. Are you going to contribute to the noise and manipulation? Or are you going to do better?

    What Is Ethical Marketing, Anyway?

    Let’s start with the basics. Ethical marketing is about more than avoiding outright lies or illegal practices. It’s about honesty, transparency, and respect. It means putting people first, not just profits. And yes, it means drawing a line between what you could do to sell your product and what you should do.

    Unethical Marketing: A Hall of Shame

    You don’t have to look far to find examples of unethical marketing. They’re everywhere:

    • False Scarcity: The classic “Only 2 left in stock!” when there are plenty more sitting in a warehouse. It’s a cheap trick designed to pressure you into buying right now.

    • Greenwashing: Companies slap a “sustainable” or “eco-friendly” label on their product without actually changing their practices. Remember those “biodegradable” plastics that turned out to be just as harmful as the regular kind?

    • Bait-and-Switch Ads: Promising one thing but delivering something else entirely. Think of those airline deals that start at $99 but magically jump to $499 once you add baggage and taxes.

    • Manipulative Pricing: Ending a subscription service is a Herculean task. Try canceling a gym membership or an Adobe subscription—it’s practically a business model based on inertia.

    • Emotional Exploitation: Charities are sometimes guilty of this, using graphic, gut-wrenching imagery to guilt you into donating. While the cause might be just, the tactic leaves a bad taste.

    These practices work, sure, but they come at a cost: trust. And once that’s gone, it’s hard to get back.

    What Ethical Marketing Looks Like

    The good news is that some brands are doing it right—proving that ethical marketing isn’t just possible but effective.

    • Patagonia: When Patagonia says “Don’t Buy This Jacket,” they mean it. Their marketing encourages conscious consumption, not overconsumption. They’re upfront about their environmental impact and work to improve it.
    • Basecamp: No hard sells, no endless email sequences. Basecamp relies on the strength of its product to attract customers, not manipulative tactics.
    • Bellroy: Instead of bombarding your inbox, Bellroy sends thoughtful updates about product improvements or sustainability efforts. When they do have a sale, it feels like a genuine opportunity, not a ploy.
    • Costco: Minimal advertising, clear pricing, and a focus on value over gimmicks. Costco’s business model shows that trust and transparency can drive loyalty.

    These brands aren’t perfect—no one is—but they demonstrate that it’s possible to market ethically without sacrificing success.

    Why Ethical Content Marketing Is a Must

    If you’re running a nonprofit or a mission-driven organization, ethical content marketing isn’t optional—it’s essential. Your audience supports you because they believe in your cause. The moment you resort to manipulation, you undermine that belief.

    But it’s not just about nonprofits. For any brand, ethical marketing is the key to building trust and long-term relationships. It’s the difference between being a brand people tolerate and one they love.

    Let’s face it: the world is saturated with marketing. People are exhausted by ads, emails, and offers that prioritize the bottom line over their well-being. Ethical marketing cuts through the noise. It tells your audience, “We see you. We respect you. We’re here to serve you, not exploit you.”

    How to Market Ethically

    If you’re ready to leave the gray area behind, here are some guiding principles:

    • Tell the Truth: Don’t exaggerate your claims. If your product has limitations, own them. Honesty is refreshing in a world full of spin.
    • Respect Your Audience’s Attention: Don’t flood inboxes or rely on clickbait. Send meaningful, well-timed messages that add value.
    • Be Transparent: Whether it’s pricing, sustainability efforts, or your refund policy, clarity goes a long way.
    • Avoid Fear and Guilt Tactics: Instead of pressuring your audience, empower them to make informed decisions.
    • Focus on Value: The best marketing isn’t about selling—it’s about solving problems, meeting needs, and exceeding expectations.

    A Better Path Forward

    Ethical marketing isn’t just the right thing to do—it’s the smart thing to do. When you market ethically, you build trust, and trust is the foundation of any successful relationship.

    Imagine a world where brands compete on value, not manipulation. Where marketing feels like a conversation, not a battle for attention. That’s a world worth striving for—and it starts with you.

    So, what’s it going to be? Will you settle for the gray area, or will you take the high road? The choice is yours, and the stakes are pretty high. In a world that’s seen enough manipulation, ethical marketing isn’t just a strategy—it’s a movement. Let’s lead it.

  • Regenerative Farming and the Power of Local Branding

    Regenerative Farming and the Power of Local Branding

    It’s impossible to separate farming from place. The soil, the climate, the history of the land, it’s all local. It’s a story written in a specific spot on the map. 

    And yet, many brands have lost touch with this deeply rooted identity, chasing markets far and wide without cultivating loyalty close to home. In many ways, that’s a mistake, and it’s not something that should be emulated. 

    If you’re running a regenerative farm, your local roots aren’t just a detail. They’re what sets you apart.

    Emphasizing your local identity can strengthen your brand in ways that big, global competitors can’t replicate. It’s about creating trust and loyalty, fostering community, and helping to build a more resilient, interconnected economy one local market at a time.

    The Power of Place in Your Brand

    People crave connection, and nothing connects quite like a sense of place. You see it on t-shirts and in local and regional initiatives. One of my favorites is “Drink Beer from Here”, but there are plenty of other examples. 

    Whether you’re selling fresh produce, timber, or fibers, customers want to feel like they’re supporting something tangible and real. By leaning into your local identity, you offer them exactly that. You invite them into the story of your farm and the land it’s built on. In turn, they become part of your extended family.

    In a lot of ways, that’s what the craft beer scene was for me long ago. I visited a couple of local breweries, met the owners, brewers, and bartenders, and built relationships with them. I went to hang out, catch up with those folks, and be part of their place, as much as I did to try out a new IPA or indulge in a pumpkin ale or winter warmer.

    And I was more likely to snag a six-pack from one of those breweries at the grocery store. Sure, quality and freshness had a lot to do with that. But it was also because of those relationships.

    It’s no different for your farm.

    When people know the name of your farm, the region you call home, or even the town where your goods are grown, they’re not just buying a product. They’re investing in a relationship. Maybe they’ll never drive up to your farm in person, but that’s the kind of loyalty no advertising can buy.

    Building Trust Through Community

    Local branding isn’t just about marketing. It’s about relationships and creating a sense of community. Farmers’ markets, local co-ops, and community-supported agriculture (CSA) programs offer more than just a place to sell your goods. They’re spaces where you meet your neighbors, listen to their needs, and share your vision for a regenerative future.

    When your customers know who you are and see the care you put into your work, they trust you. That’s so important in a world filled with faceless corporations and slick marketing claims.

    And the beauty of a strong local brand is that it doesn’t stop at the edge of your town. Word-of-mouth spreads naturally when people believe in what you’re doing. Local loyalty can ripple outward, connecting you to adjacent markets and creating a network of resilience.

    Local Economies, Global Impact

    A local-first approach isn’t just good for your brand, either. It’s good for the world. Every dollar spent on your farm stays in the community longer, supporting local businesses, creating jobs, and strengthening the local economy. The multiplier effect of a healthy local economy can’t be overstated.

    And here’s the big-picture potential: interconnected local economies have the power to transform global markets. When local businesses support one another—your farm supplies a nearby bakery, for example, or you partner with a local composting company—you’re creating a web of interdependence that can withstand the shocks and disruptions of global supply chains.

    Crafting Your Local Story

    So, how do you emphasize your local roots in your branding? Start by asking yourself some fundamental questions:

    • What makes your farm unique to your region?
    • What’s the personality, history, or culture of your region?
    • How does your land shape your product?
    • What are the stories of the people (your team, neighbors, and customers) who help bring your farm to life?

    Once you’ve answered those, weave each element into your marketing. Use visuals that highlight your farm’s landscape. Share the names and faces behind the work. Celebrate the seasons and the unique challenges and triumphs of farming in your specific region.

    Local branding isn’t about trying to be everything to everyone. It’s about being deeply yourself, right where you are. And that authenticity? It’s irresistible.

    The Future of Local

    In a time when global supply chains are fragile and customers are more conscious than ever about the impact of their choices, regenerative farms have an incredible opportunity to lead. By rooting your brand in your local community, you’re not just creating customer loyalty. You’re helping to build a better, more sustainable world.

    It’s a future where local economies thrive, interconnected like a mycorrhizal network in a healthy forest. And it starts with you, your farm, and the place you call home. Need a helping hand getting the word out? We’d love to be part of your story. Get in touch with us today.

  • Marketing Without the Sleaze: A Guide to Building Trust, Not Sales Funnels

    Marketing Without the Sleaze: A Guide to Building Trust, Not Sales Funnels

    Let’s face it. Marketing has a reputation problem. It’s been synonymous with manipulation for too long: urgency countdowns that don’t count, “one-time offers” that aren’t, and campaigns that prey on fear or insecurity. It’s no wonder so many people cringe at the idea of being marketed to.

    But here’s the truth: marketing doesn’t have to be sleazy. At its best, marketing is about connection. It’s about sharing something you believe in with people who genuinely need it. It’s about trust, not transactions.

    So, how do you shift your marketing from the transactional to the relational? Let’s explore how to ditch the sleaze and embrace trust-based approaches that leave everyone feeling good about the exchange.

    Why the Sleazy Playbook Fails

    Sleazy marketing tactics might get short-term results, but they do long-term damage. Sure, someone might click on your “Last Chance!!!” email, but what happens when they realize the same “exclusive” deal pops up every month? Trust erodes. Relationships fray. And once that trust is gone, it’s almost impossible to win back.

    Worse, manipulative marketing treats customers like pawns rather than people. It’s the opposite of reciprocity. It takes without giving. And when your marketing feels like a grab, people start walking away.

    The Foundation of Trust-Based Marketing

    Trust-based marketing flips the script. Instead of asking, “How can I get someone to buy?” it asks, “How can I serve someone today?” This approach rests on three key principles:

    Transparency

    Be upfront about what you’re offering, what it costs, and why it matters. People can handle the truth, and they’ll respect you for sharing it.

    Authenticity

    Don’t pretend to be something you’re not. Let your brand’s personality shine through, flaws and all. Customers connect with the real, not the polished.

    Generosity

    Give without strings. Share your knowledge, your insights, and your story without asking for anything in return. Trust grows when people see you’re willing to give first.

    What Trust-Based Marketing Looks Like in Action

    Let’s get specific. What does it mean to market ethically and build trust? Here are a few examples:

    • Show Your Work: Pela, the maker of biodegradable phone cases, provides detailed breakdowns of their environmental impact and progress toward sustainability goals. Their transparency earns respect.
    • Offer Real Value: Basecamp doesn’t bombard you with upsells. Instead, they focus on providing a straightforward, useful product, letting their simplicity and effectiveness speak volumes.
    • Speak Honestly: Allbirds shares information about their materials, manufacturing process, and commitment to reducing carbon emissions. They’re open about what they’ve achieved AND where they’re still working to improve

    These brands succeed because they treat marketing as a way to communicate—not manipulate.

    Practical Steps to Embrace Trust-Based Marketing

    Ready to change your marketing game? Trust-based marketing, and ethical marketing in general, works if you take a few simple steps.

    Tell a Story, Not a Sales Pitch

    Instead of shouting, “Buy this!”, invite your audience into a narrative. Share the why behind what you do, and show how your product or service can make their lives better.

    Engage in Conversations, Not Monologues

    Social media isn’t just a broadcasting platform, it’s a chance to connect. Too many brands and organizations forget that. Ask questions, listen to feedback, and respond thoughtfully.

    Educate Without Expectation

    Write a blog post, create a video, or host a webinar that helps your audience solve a problem without immediately pushing a product. Trust grows when people see you genuinely want to help. 

    Embrace Patience

    Trust takes time. Be consistent in your messaging and actions, and know that long-term relationships are worth the wait.

    Marketing for the World You Want to See

    At the end of the day, trust-based marketing isn’t just good for business—it’s good for the world. When brands focus on connection and value, they stop contributing to the noise and start building something meaningful.

    Imagine a world where marketing feels like a gift, not a grab. Where businesses and customers treat each other with respect. That’s the world trust-based marketing can help create—and it starts with how you choose to tell your story today.

    So go ahead: ditch the sleaze. Lead with trust. And watch what happens when you market with integrity.

  • Dishonesty in Marketing: The Cost of Hiding the Truth

    Dishonesty in Marketing: The Cost of Hiding the Truth

    Marketing is about storytelling, and stories are powerful. They can inspire, educate, and connect. But there’s a darker side to this power—when stories are designed not to reveal the truth, but to obscure it. 

    Dishonesty in marketing isn’t just unethical, though. It’s a missed opportunity to build trust and foster meaningful connections with your audience. It’s a failure on multiple fronts.

    I’ve seen this firsthand. Two clients come to mind. While I won’t name them, their stories should serve as warnings that businesses do choose to distort, dismiss, or deny the truth.

    When Marketing Crosses Legal Lines

    The first client was a marketer for SARMs—selective androgen receptor modulators. If you’re not familiar, SARMs are experimental pharmaceuticals often marketed as a safer alternative to steroids. The problem? Selling SARMs is illegal, and they’re far from being harmless “supplements.” 

    Don’t take my word for it, though. Check out what the FDA has to say about it. 

    This client’s strategy was to gloss over the experimental nature of SARMs, framing them as just another health supplement. Something safe and innocuous that delivered positive results.

    It wasn’t just a stretch of the truth, either. It was a blatant misrepresentation, designed to lure in customers without disclosing the risks.

    This kind of dishonest marketing isn’t just unethical. It’s downright dangerous. It’s also a good sign that the business owner doesn’t actually care about their customers (or their impact on society, so long as they get their money). I think we’ve all known at least one person who said something along the lines of, “So what? I got mine.”

    Customers deserve to know the full story, especially when their health is on the line. Not disclosing the truth isn’t just bad business. It erodes trust, and once gone, it’s nearly impossible to get it back.

    Brushing E-Waste Under the Rug

    The second client was a circuit board manufacturer, proud of their product’s quality and innovation. But when it came to the environmental impact of their work, particularly the problem of e-waste, they clammed up. They refused to discuss it in any way, shape, or form.

    E-waste is a growing crisis. Check out what the National Institutes of Health has to say about it, or Earth.org’s explanation. 

    Electronics often end up in landfills, leaching harmful chemicals into the environment. Circuit boards are a major contributor to that. But when I suggested we address this issue head-on—discussing how the company mitigated its impact or what steps they were taking toward sustainability—they balked. They didn’t want to risk highlighting a “negative” aspect of their industry.

    What they didn’t see was the opportunity they were missing. Customers value transparency. Acknowledging the challenges of e-waste, and showing a commitment to solutions, could have been a powerful story, one that built trust and strengthened their brand.

    The Real Cost of Dishonesty

    Dishonesty in marketing comes in many forms. Sometimes it’s outright false claims, like framing experimental drugs as safe supplements. Other times, it’s an omission, like ignoring the environmental consequences of your product. Both approaches might offer short-term gains, but the long-term costs—lost trust, a damaged reputation, and a lack of ethical accountability—are far higher.

    Customers aren’t just buying products or services. They’re buying into your story, your values, and your commitment to doing the right thing. When you’re dishonest, you break that unspoken contract. And because customers have endless options today, they’ll choose to spend their money with brands they can believe in.

    Accountability: A Better Way Forward

    The alternative to dishonest marketing isn’t just “not lying.” It’s about actively taking responsibility. It’s about addressing the hard truths and uncomfortable realities of your industry, and then doing something about them.

    If you’re in a field that raises ethical questions, you have two choices. You can sweep those issues under the rug, hoping no one notices. Or you can face them head-on, show what actions you’re taking to improve the situation, and invite your customers to join you on that journey.

    For the circuit board manufacturer, this could have meant discussing their efforts to recycle materials or partnering with e-waste initiatives. For the SARMs marketer, it might have meant acknowledging the legal and safety concerns and evolving to sell legal, research-backed health products instead. Drastic? Yes. Warranted? Also yes. 

    This kind of accountability doesn’t weaken your brand; it strengthens it. It shows your customers that you’re not just in it for the profit, you care about the bigger picture.

    Turning Accountability into Storytelling

    Once you’ve taken action, the next step is to tell that story. Ethical storytelling isn’t about glossing over the challenges. It’s about showing your audience who you are, what you stand for, and what you’re doing to make a difference.

    Customers don’t expect perfection. They expect effort. They want to see that you’re trying, even if you haven’t figured it all out yet. When you’re transparent about your struggles and honest about your progress, you create a connection that no amount of double-speak can replicate.

    A Call to Business Owners

    If you’re a business owner, here’s the challenge: Look at your marketing. Ask yourself some tough questions:

    • Are you telling the whole story or just the parts that make you look good? Are you willing to admit where you fall short?
    • Are you addressing the hard questions, or are you hoping no one will ask? Are you hiding behind positive PR campaigns and hoping no one looks too deeply?

    Being honest and accountable isn’t always easy. It means admitting mistakes, facing criticism, and doing the work to improve. But it’s also the foundation of trust, and trust is the most valuable asset any brand can have.

    Let’s stop hiding behind half-truths and omissions. Let’s start telling stories that matter—stories that inspire, connect, and build relationships that last. That’s a win-win for everyone, your customers, your business, and the world we all share.

  • Ethical Storytelling: How to Honor You Audience in Content Marketing

    Ethical Storytelling: How to Honor You Audience in Content Marketing

    You’re doing more than stringing words together when you tell a story. You’re asking for something intangible yet profoundly valuable: your audience’s trust. And trust is fragile. 

    It’s why ethical storytelling isn’t just a nice-to-have in content marketing. It’s essential. Without it, you have nothing.  

    If you’re in the business of connecting with people, whether you’re selling farm-fresh produce, handcrafted furniture, or a vision for a better world, the way you build your narrative can either nurture trust or shatter it.

    Ethical storytelling means treating your audience not as a target to hit or a demographic to convert but as a community to honor. It’s about being truthful, transparent, and humble in the stories you share. It’s also about changing how you think about your audience. They’re not a commodity. They’re living, breathing, feeling beings who deserve your respect. 

    Here’s how to do it without compromising your integrity or theirs.

    Start with Truth in Content Marketing

    Every story you tell has roots, and they should be grounded in reality. That means no embellishing the sustainability of your practices, no glossing over inconvenient truths, and no spinning a tale that’s more fiction than fact in your content marketing. People can smell dishonesty a mile away. It’s also easier than ever for those dirty little secrets you’re trying to sweep under the rug to be brought into the light. Once trust is broken, it’s nearly impossible to rebuild.

    For instance, if you’re working on reducing your carbon footprint but haven’t reached your goal yet, say so. Share your progress, your setbacks, and your plans to improve. Transparency doesn’t weaken your story, it strengthens it by showing that you’re real and fallible but committed to growth.

    Take a cue from Maine-based Bumbleroot Organic Farm. They’re honest with their customers about their challenges, like unpredictable weather or pests. Instead of hiding these struggles, they weave them into their content marketing narrative, inviting their community to share in the ups and downs of farming life. This kind of honesty deepens the connection between farmer and customer. It’s a partnership, not a transaction.

    Getting away from that transactionality is part of divorcing yourself from the commodification mindset and it’s pretty crucial to making real connections with real people.

    Speak With, Not At, Your Audience

    It’s tempting to use marketing as a megaphone, shouting your message far and wide. You want to be heard. You NEED to be because your business’s future depends on people taking notice. But ethical storytelling isn’t about broadcasting. It’s about dialogue. You’re not just telling your audience a story; you’re inviting them to become part of it.

    To do this, you’ve got to listen. What do your customers care about? What questions do they ask? What are their values? When you understand their perspectives, you can create stories that genuinely connect.

    Take Civic Roasters as an example. They’re a small coffee company in Vancouver that doesn’t just talk about their ethically sourced beans. They highlight the stories of the farmers they work with, the communities those farms support, and the broader issues of fair trade within their content marketing efforts. But they also ask their customers what they want to know more about! That creates a two-way conversation that makes their storytelling feel personal and inclusive.

    Empower, Don’t Exploit

    One of the biggest mistakes in content marketing is exploiting stories purely for emotional impact. It’s become so prevalent that most of us don’t think twice about it. It’s that “hook” you need to reel in a prospect, or that tug on someone’s heart to convince them that your brand lines up with their values and that they should support you.

    Ultimately, it leaves you feeling manipulated because it’s a ploy, not the truth. Ethical storytelling avoids this by empowering the people and communities in your stories instead of using them. No one wants to be used, so set yourself apart by not doing it.

    If you’re talking about the people who grow your food or the environment you’re working to protect, make sure their voices are at the center. Share their perspectives, celebrate their contributions, and reward them for participating.

    A great example is Soul Fire Farm in New York. They don’t just highlight their efforts to promote food justice and regenerative agriculture, they amplify the voices of the people they serve. Their storytelling is collaborative, giving agency to the communities they’re uplifting.

    Balance Inspiration With Reality

    It’s easy to fall into the trap of overselling a perfect picture of your business or cause. But idealized stories can feel hollow, especially when reality doesn’t reflect that ideal image. Ethical storytelling strikes a balance between optimism and authenticity.

    It’s okay to inspire your audience. Show them what’s possible when we work together for a better world. But don’t shy away from the hard truths. Acknowledge the challenges you face and the complexities of your work. That’s where the real connection happens, in the messy, human middle ground.

    A Story Worth Sharing

    When you tell a story ethically, you’re creating something that matters, that transcends mere marketing. You’re fostering trust, building relationships, and honoring the people who make your work possible, as well as the folks who support your business, whether they’re customers or donors. People want to hear, share, and support stories like those. 

    So, the next time you sit down to write about your business, ask yourself: Is this for me or them? If it’s the latter, you’re on the right track. And if you need help connecting the dots within your content marketing strategy (or creating compelling stories entirely), we can help.