Grounded Growth Collective

Category: Trust-Based Marketing

  • The Reciprocity of Storytelling: A Path to Ethical Marketing

    When you tell a story, who benefits? That probably feels like a weird question. Maybe it is, but the answer lies at the heart of whether your marketing uplifts or exploits, builds trust, or fractures it.

    Robin Wall Kimmerer, in her beautifully interwoven book Braiding Sweetgrass, speaks of reciprocity: the idea that all living things are connected through a mutual exchange of giving and receiving. Plants give oxygen; we breathe it in. The Earth provides food; we return gratitude—or perhaps compost, or care for the land. This isn’t a one-sided transaction. It’s a cycle, a relationship, and a reminder that nothing exists in isolation.

    The same principle applies to storytelling in marketing. At its best, storytelling should offer something meaningful to your audience—a gift, not a grab. It should invite a conversation, not impose an agenda.

    Storytelling as a Gift

    Too often, marketing is seen as a megaphone—a way to broadcast a message to as many people as possible. But genuine storytelling is more like planting seeds. You offer something of value: knowledge, inspiration, or connection. In return, you might gain trust, loyalty, or even advocacy.

    This reciprocity hinges on your intention. Are you telling a story to serve your audience, or to manipulate them? The latter might win short-term conversions, but the former builds enduring relationships.

    When Storytelling Fails the Reciprocity Test

    Consider a story that’s all take and no give—a tale spun to mask the truth or extract as much as possible from an audience. It’s the brand that markets “green” products while dumping toxic waste, or the influencer pushing an unattainable lifestyle for clicks and commissions. These stories harm the audience but they hurt the storytellers themselves, eroding trust and authenticity over time.

    The Reciprocity Model in Action

    Ethical storytelling asks: How can my story give back? It’s not just about what you sell but how your business contributes to the ecosystems it touches—natural, social, and economic.

    Take Patagonia, for example. Their stories don’t just highlight products; they amplify the voices of environmental activists and educate audiences on sustainability. They give knowledge, foster awareness, and build a community around shared values.

    Or think about smaller brands that integrate reciprocity by sharing stories of their supply chains, and acknowledging the people and resources behind their products. This transparency invites customers to become co-creators in a cycle of mutual respect and care.

    Incorporating Reciprocity into Your Marketing

    How do you bring reciprocity into your storytelling? Start by shifting your perspective:

    1. Listen First: What does your audience value? What challenges do they face? Craft stories that respond to these needs, not just your sales goals.
    2. Give Freely: Share knowledge, resources, or inspiration without strings attached. This might mean a how-to guide, a free webinar, or just a heartfelt story.
    3. Acknowledge Your Partners: Whether it’s the land, your team, or your suppliers, weave their contributions into your narrative.
    4. Close the Loop: Show your audience how their engagement completes the cycle. For instance, highlight how their support enables your business to give back to the community or environment.

    The Bigger Picture

    Ultimately, storytelling isn’t just a marketing tactic. It’s a way to reflect and reinforce your values. And when you tell stories rooted in reciprocity, you do more than grow your business—you build something enduring: a relationship based on mutual respect and care.

    Imagine a world where every story gave back as much as it took. That’s the world reciprocity calls us to create.

  • Marketing Without Greenwashing: The Dos and Don’ts for Regenerative Ag Businesses

    Marketing a regenerative ag business is more than a little challenging. You’ve got a powerful story to tell, one rooted in healing the earth, supporting local economies, and prioritizing the long-term health of ecosystems. But telling that story comes with responsibility. 

    If you’re not careful, you risk falling into the trap of greenwashing: overselling your sustainability efforts or misrepresenting what regeneration truly means. And here’s the thing, your customers can spot that a mile away.

    The good news? Authenticity will always win, even if you’ve had some missteps in the past. How do you tell your story authentically, warts and all? 

    Let’s dig into how you can do that with integrity while avoiding the common pitfalls of greenwashing.

    What Is Greenwashing and Why Should You Care?

    Greenwashing happens when businesses exaggerate or misrepresent their environmental claims. Here’s Merriam-Webster’s definition: 

    Greenwashing: The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.

    It’s not always intentional, though. Sometimes it’s a byproduct of trying to market good intentions before they’re fully realized. But whether deliberate or not, greenwashing damages trust and trust is the bedrock of regenerative marketing.

    Your customers aren’t just looking for pretty pictures of wildflowers or slogans about saving the planet. They want to know what you’re really doing, where you’re still falling short, and how you’re working to improve.

    Is Greenwashing a Real Problem? A Look at the Numbers

    Greenwashing stats are hard to nail down because the topic’s pretty vast and covers nearly every industry (and every nation) on the planet. According to ESG Dive, RepRisk, and edie:

    • Greenwashing cases globally decreased in 2024 by 12% but increased in severity by 30%.
    • Greenwashing cases in the US increased by 6% overall, but some sectors saw a decrease (banking and financial services, for instance).
    • The industries most likely to greenwash their efforts? Oil and gas and food and beverage.
    • And almost 30% of the companies guilty of greenwashing in 2023 were repeat offenders in 2024.

    So, is greenwashing a problem? Yes, particularly in the US. How do you avoid it? Follow these dos and don’ts in your marketing.

    The Dos of Authentic Regenerative Marketing

    1. Be Transparent About Your Practices

    Don’t shy away from the messy truth. Maybe you’re still transitioning a portion of your farm to regenerative methods, or your supply chain isn’t as clean as you’d like it to be. That’s okay. Share your progress and be honest about the challenges you face. Customers value your honesty more than a polished story that doesn’t hold up under scrutiny. Tell them where you are, where you’re going, and how you’re getting there.

    2. Back Your Claims with Evidence

    If you’re claiming to sequester carbon or restore biodiversity, show the data. Maybe it’s a soil health report, a third-party certification, or just a clear explanation of your practices and what they mean ecologically. Whatever it is, be prepared to back up your claims with specifics. And if you are called on it, take it as a good sign. Your customers are invested and interested enough to want to know more. Let them hold you accountable. 

    3. Focus on Education, Not Ego

    Your story is a tool for connection, not self-congratulation. Use your platform to teach your audience about regenerative practices—why they matter, how they work, and what they mean for the future. When your marketing becomes a vehicle for education, it invites people into a larger movement, not just your brand.

    4. Embrace Humility

    No one has it all figured out, and that’s true for regenerative businesses, too. Admit where you’re learning, where you’re struggling, and where you still need to grow. A little humility goes a long way in building credibility and trust.

    The Don’ts of Regenerative Marketing

    1. Don’t Overpromise

    It’s tempting to pretend your work is a silver bullet for the planet’s troubles, but regeneration is a long-term process, not a quick fix. Be careful not to claim more than you’ve achieved, even if you’re headed in the right direction.

    2. Don’t Use Buzzwords Without Substance

    Words like “sustainable,” “green,” or “eco-friendly” have lost much of their meaning because they’re often used without context or applied where they shouldn’t be (like calling a product eco-friendly when it’s not even close). If you’re using these terms, explain how your business embodies them. Empty buzzwords do more harm than good, and the last thing the regenerative movement needs is more dilution of impact.

    3. Don’t Ignore the Bigger Picture

    Regenerative businesses don’t exist in a vacuum. Your work is connected to local communities, ecosystems, and economies. Ignoring these connections, or failing to acknowledge the trade-offs involved in your choices, makes your marketing feel forced or fake.

    4. Don’t Brush Over Imperfections

    Your customers don’t expect perfection. They expect progress. If there are areas where your practices fall short, own up to them. It’s better to address imperfections head-on than to pretend they don’t exist.

    Authenticity Matters More Than Ever

    When you market your regenerative business authentically, you’re doing more than selling a product. You’re building a relationship. You’re saying, “Here’s who we are, what we’re working toward, and how you can be part of it.” That resonates more deeply and lasts longer than any slick campaign.

    By avoiding the pitfalls of greenwashing and embracing honest storytelling, you’re also building trust. And in the regenerative world, that’s everything.

    Tell your story with integrity, back it up with action, and invite your customers to join you on the journey. 

  • Building Resilience from the Ground Up with Local Supply Chains

    Building Resilience from the Ground Up with Local Supply Chains

    I’ve talked some about scaling down/smaller systems and what it means for businesses. However, there’s a lot more to unpack here. At the heart of sustainable ag is resilience—the ability to adapt, withstand, and thrive amidst change. Investing in local supply chains is one of the most powerful ways businesses can foster resilience.

    While it looks great on paper, the global supply chain model is incredibly vulnerable. We’ve seen that firsthand in the disruptions from COVID-19, but also less dramatic situations, like the worldwide chocolate shortage and the rising price of coffee. We’ve seen how war in one region like Ukraine affects the cost of food on the other side of the planet.

    A single disruption—be it a pandemic, natural disaster, or geopolitical conflict—can ripple across continents, leaving businesses and consumers scrambling. On the other hand, local supply chains offer a different kind of strength.

    The Case for Going Local

    Once upon a time, most businesses got their materials and supplies locally. That changed with modern technology – railroads first, then big trucks, massive cargo ships, and aircraft. The problem is that the shift away from local suppliers puts supply chains at risk and isn’t sustainable. 

    In comparison, sourcing materials, supplies, or services from local providers isn’t just a nice idea—it’s a strategic move that benefits businesses, communities, and the planet. Here’s why:

    • Resilience: Local supply chains are inherently more adaptable. By shortening the distance between producers and consumers, businesses reduce their exposure to global disruptions. Local suppliers have a deeper understanding of regional challenges and can adapt fast when issues arise.
    • Economic Strength: When businesses invest locally, they help build strong local economies. This isn’t just about jobs. It’s about creating self-sustaining networks where money circulates within the community, fostering long-term stability and growth. In contrast, most of the money put into large businesses goes elsewhere.
    • Environmental Benefits: Transportation is a major contributor to greenhouse gas emissions. Local sourcing reduces the need for long-distance shipping, cutting emissions and reducing the environmental impact of logistics.
    • Community Trust: Consumers value businesses that support their communities. Working with local suppliers strengthens ties, builds goodwill, and creates a shared purpose.

    Interconnected Local Networks: A Vision for the Future

    Imagine a world where businesses in every region source primarily from local suppliers. Each area becomes a resilient hub, capable of meeting its own needs while contributing to a larger network of interconnected regions.

    Here’s how it works:

    • Local Independence: Each area builds community sufficiency through a range of local industries. Notice I didn’t say “self-sufficiency”. That’s because it’s a myth, just like pulling yourself up by your bootstraps. No one and nothing is self-sufficient. 
    • Interconnected Support: When one hub experiences a shortage or disruption, neighboring hubs provide support. This creates a dynamic system that balances local resilience with broader cooperation. Think of the Olympic logo (a series of interlocking rings). Each community is a whole, but tied into the greater whole and able to support those nearby in times of need.
    • Shared Innovation: Local hubs can become innovation centers, sharing best practices and technologies that ripple outward, benefiting the whole collective. An area that pioneers regenerative agriculture practices can teach those concepts to people in other areas. Another region where sustainable construction thrives can share ideas and techniques with other regions. You get the idea.

    This model mirrors natural ecosystems, where interconnected diversity creates strength and adaptability. Suzzane Simard discovered this in her forestry work: Competition is not the rule; cooperation and mutual support are. 

    How Businesses Can Support Local Supply Chains

    Switching to local sourcing will require a mindset shift, but the rewards far outweigh the challenges. The good news is that it doesn’t have to be incredibly complicated. Start where you are and with what you have. Work toward a better tomorrow. Here are a few steps to get started:

    • Audit Your Supply Chain: Map out where your materials and products come from. Identify opportunities to source closer to home. For instance, let’s say you run a small grocery store. Can you partner with local farmers and growers? What about other local producers who make things like soap or household goods?
    • Build Relationships: Partner with local suppliers and producers. Strong relationships create trust, reliability, and a shared commitment to quality. Identify those businesses within your area that can supply what your customers want to buy and start talking to them. 
    • Prioritize Sustainability: Work with local suppliers who share your values around environmental stewardship and fair labor practices.
    • Educate and Advocate: Use your platform to highlight the benefits of local sourcing, encouraging consumers and other businesses to join the movement. Point out that you’re sourcing from local providers. Not only will your customers love you for it, but it will also show other business owners that support for locally sourced products and services is high, encouraging them to follow your lead.

    Local Supply Chains as a Storytelling Opportunity

    Your journey toward local sourcing isn’t just a business decision—it’s a story waiting to be told. Sharing your commitment to local supply chains can deepen your connection with customers, who increasingly value transparency and community-focused efforts.

    Here’s how to incorporate it into your brand’s narrative:

    • Share the stories of your local suppliers. Highlight their expertise, challenges, and contributions to the community.
    • Be transparent about the process, including the obstacles you face. Authenticity builds trust.
    • Celebrate the ripple effects—how your choice to source locally is creating jobs, reducing emissions, or supporting regenerative practices.

    By going local and advocating and educating others to do so, you position your brand as a leader not just in sustainable agriculture, but in the movement to create a more resilient, equitable future.

  • It’s All Personal: The Myth of Business as Something Separate from Humanity

    It’s All Personal: The Myth of Business as Something Separate from Humanity

    You’ve probably heard the phrase, “It’s not personal, it’s just business.” Maybe you’ve even said it yourself. 

    It’s a comforting abstraction, isn’t it? Business becomes this impersonal force, a machine humming along, making decisions on spreadsheets far removed from the messy, emotional reality of human lives. 

    But here’s the thing: that’s a lie. Everything is personal because business, at its core, is human.

    Every decision (every product launched, every policy written, and every email sent) is made by a person. And those decisions ripple outward. As they do, they affect the lives of other people and the planet we share. 

    Sometimes those ripples create something beautiful, like a sustainable farm or a thriving community. But just as often, they wreak havoc, leaving poverty, pollution, and inequity in their wake.

    The good news? If all of this is human-made, it can be human-remade. But first, we need to stop hiding behind the idea that “it’s just business.”

    The Comfort of Abstractions

    Humans are storytellers. It’s how we make sense of the world. But some of the stories we tell ourselves are dangerous. We create abstractions like “the market,” “the economy,” or “the corporation,” and we use them to distance ourselves from the consequences of our actions.

    After all, if someone loses their job and then their home, it’s not our fault. It’s just the economy. It’s the market adjusting to different forces.

    But there’s really no such thing as “the market”. What we take as market adjustments are the ripples caused by people buying and selling company shares (another imaginary something) because of fear or greed or some other emotion.

    Take national borders. They’re nothing but imaginary lines, agreed upon by people long dead. Yet we use those lines to justify who gets clean water, who doesn’t, and who must risk their life crossing a desert for a shot at safety. Or consider the stock market, a giant game of make-believe where numbers on a screen dictate whether a rainforest lives or dies.

    Poverty? That’s another human construct. There’s no natural law that says some people must go hungry while others have more than they could ever use. Poverty is the result of choices made by individuals who act within governments and businesses, choices that prioritize profit over people.

    And here’s where business comes in. Every time a company slashes jobs to boost shareholder value or markets a product it knows will harm the environment or human beings, it’s not some faceless entity pulling the strings. It’s people (CEOs, marketers, and boards of directors) making those decisions.

    The Personal Consequences of “Just Business”

    Let’s bring it down to earth. Picture a fast-fashion brand rolling out a new collection. To hit that price point, someone—an actual person—signed off on sourcing materials from a supplier that pollutes local rivers. Another person approved wages that keep factory workers living in poverty. A marketing team crafted ads to convince you that those $10 jeans are a steal, not a theft from the planet.

    Or think about a tech company that builds an algorithm designed to maximize engagement. The people who wrote that code knew it would drive division, amplify disinformation, and harm mental health. But the trade-off (eyeballs for ad dollars) was considered worth it.

    None of these decisions were inevitable. They were made by people, knowing full well the harm they’d cause. It’s not the company that acted; it’s the humans behind it.

    Ethical Business Starts with Ethical Humans

    If a person makes every harmful decision in business, then every ethical decision can be, too. That’s the power, and the responsibility, of being human.

    Here’s the truth: businesses aren’t separate from society. They are society. The people who run them are your neighbors, your friends, maybe even you. And the choices they (and we) make determine the kind of world we live in. 

    That polluted river? It’s our (collective) fault. That homeless person? They’re homeless because of us. That child worried they’re not going to have enough to eat? Their starvation is made of our decisions.

    Ethical business doesn’t mean abandoning profit. It means recognizing that profit isn’t the only metric that matters. It’s about creating value without destroying lives or ecosystems. And it’s about understanding that every decision, no matter how abstract it seems, affects real people.

    The Role of Ethical Marketing in a Made-Up World

    Marketing sits at the intersection of business and storytelling. It’s where companies tell the world who they are, what they stand for, and why you should care. When marketing is done ethically, it builds trust and creates genuine connections. When it’s not, it manipulates and exploits.

    Think about the stories you tell as a business owner or decision-maker. Are they grounded in honesty, or are they designed to obscure uncomfortable truths? Are they about fostering long-term relationships, or just closing the next sale?

    Ethical marketing means telling the whole story, not just the convenient parts. It means showing the impact of a product, not just its price tag. And it means respecting your audience’s intelligence and autonomy, not exploiting their fears or insecurities.

    Reimagining Success

    If we want a more equitable world, we need to rethink what success looks like—not just for businesses, but for all of us. Success shouldn’t be measured by quarterly earnings or market share. It should be measured by the well-being of people and the health of the planet.

    What would happen if businesses prioritized flourishing over growth? If they focused on creating products and services that genuinely improve lives, instead of chasing trends or maximizing margins?

    This isn’t a pipe dream. There are plenty of examples out there of companies that are profitable but still put the planet and people first. We just need more of them to create the sea change needed.

    A Call to Action

    The next time you hear, “It’s not personal, it’s just business,” remember this: it’s always personal. Every decision, every action, every consequence can be traced back to a human being.

    So, let’s stop hiding behind abstractions. Let’s take responsibility for the worlds we create, both as individuals and as businesses. And let’s use marketing and storytelling to connect, not manipulate. To inspire, not exploit. To build a world where success isn’t measured in dollars but in the depth of the relationships we’ve nurtured and the good we’ve left behind.

    Because if everything is made up, we might as well make something better.

  • Regenerative Storytelling: Lessons from the Soil

    Regenerative Storytelling: Lessons from the Soil

    Imagine a farmer standing in a field holding a handful of soil. To the untrained eye, it’s just dirt. Nothing special there, right?

    But to the farmer, it’s a universe teeming with life. (Fun fact: a single teaspoon of soil can contain up to 1 billion microbes from 50,000 species). That soil holds the secret to regeneration—the key to restoring ecosystems, feeding communities, and ensuring a healthier planet.

    What if marketing could work the same way? What if our stories weren’t extractive, but regenerative—designed to nourish relationships, rebuild trust, and cultivate lasting connections?

    Just as regenerative agriculture and permaculture restore balance to natural systems, ethical storytelling in marketing can restore balance to how businesses connect with their audiences. 

    Let’s explore how these principles can shape a new approach to storytelling that serves both people and the planet.

    1. The Soil Is the Story

    In regenerative agriculture, everything begins and ends with the soil. It’s the foundation of life—rich, complex, and full of potential. In storytelling, your “soil” is your values, your mission, and your relationship with your audience.

    Without healthy soil, nothing thrives. And without a strong foundation of trust and authenticity, your marketing won’t either. Regenerative storytelling starts with asking: What do we stand for? Are we living those values in our actions?

    • Example: A small coffee company might share how they partner with regenerative farmers, spotlighting the lives and practices of the people who grow their beans. This isn’t just marketing; it’s a way to connect with customers by sharing a commitment to something bigger than profits.

    2. Interconnectedness: The Root System of Storytelling

    In a permaculture system, every element supports the whole. Chickens fertilize, trees provide shade, and cover crops protect the soil. Similarly, regenerative storytelling recognizes that everything in your business—your products, your team, your audience—is connected.

    Your stories shouldn’t exist in silos. They should show how your business fits into the larger picture—whether that’s your local community, your industry, or a global mission.

    • Example: Patagonia’s marketing often connects the dots between their products and environmental activism. They don’t just sell jackets and pants. They share stories about restoring rivers, protecting public lands, and fighting climate change.

    3. Incremental Change: Start Where You Are

    Regenerative practices don’t transform fields overnight. They start with small steps—cover crops, no-till farming, rotating livestock—and grow into something extraordinary over time. It takes initial action, an understanding of what to do (and what not to do), and patience. Ethical storytelling works the same way.

    You don’t need a perfect story or a flawless brand to start connecting with your audience. Be transparent about where you are and where you’re headed. Share the small, meaningful steps you’re taking to improve. Rinse and repeat. Eventually, all those smaller efforts will blossom into something larger.

    • Example: A skincare brand might share how they’re transitioning to plastic-free packaging as part of a wider effort to limit their environmental impact. Even if they’re not there yet, customers will appreciate the honesty and the effort.

    4. Tell Stories That Give Back

    Regenerative agriculture isn’t just about taking from the soil. Actually, it’s the reverse. It’s about giving back to the soil and creating a reciprocal relationship. The same principle applies to storytelling. Your stories shouldn’t just sell—they should educate, inspire, and uplift.

    Offer your audience value, whether that’s through knowledge, inspiration, or a sense of belonging. Make your marketing a two-way relationship, not a one-way broadcast.

    • Example: A regenerative farm might use marketing to share tips on composting, recipes for seasonal produce, or stories about the farmers who make it all happen. These stories build trust and loyalty because they give back to the community. Tenth Acre Farm and Stoney Creek Farm are both good examples of this in action.

    5. Rethink Success

    Perhaps the most radical lesson from regenerative agriculture is the idea that success isn’t measured by how much you take, but by how much you restore. In marketing, this means shifting the focus from growth at all costs to creating meaningful, sustainable relationships.

    What if the goal wasn’t to sell the most, but to sell better—to create products and services that truly improve lives and to build a loyal, engaged audience that believes in your mission?

    • Example: A tech company might focus on creating tools that empower users to live more sustainably, rather than pushing endless upgrades and upsells.

    A Regenerative Future for Storytelling

    At its heart, regenerative storytelling is about moving from extraction to collaboration, from manipulation to connection. It’s about recognizing that every story you tell is an opportunity to build something lasting—not just for your business, but for the world.

    When we take a page from the regenerative agriculture playbook, we see that marketing isn’t just a means to an end. It’s a chance to plant seeds, nurture growth, and create something that truly sustains us all.

    The next time you sit down to write your story, ask yourself: What am I cultivating?

  • Turning Regeneration into a Selling Point by Educating Your Market

    Turning Regeneration into a Selling Point by Educating Your Market

    Your regenerative business doesn’t just sell a product. That might be the most visible result, but there’s so much more. You’re growing soil, restoring ecosystems, and remaking local economies. Of course, it’s kind of hard to get that message across to your customers (or why they should care about it). 

    Terms like “regenerative agriculture” or “closed-loop systems” are pretty foreign to the average consumer today. But that doesn’t mean they don’t care about the concepts or their impacts. They just don’t know the jargon. It’s your job to simplify the message and turn it into something that really clicks.

    There’s good news. Education is a powerful marketing tool. When done right, it helps your customers understand what makes your business different, but also gives them a reason to care about things like improving biodiversity and increasing soil health. It’s also a great use of content marketing.

    But why should you invest in educating your customers? 

    Why Educating Your Market Matters

    Regenerative practices can feel abstract or even invisible to the average consumer. Sure, they may know your veggies are organic or your wool is sustainable, but do they understand how your methods go beyond sustainability? You’re not just avoiding harm. You’re actively healing systems. That matters a lot, but only if your audience understands it.

    Education builds trust. It helps customers connect the dots between what you sell and the benefits to your customers and the planet. And when you make regeneration relatable through storytelling and ethical content marketing, you’re not just another business selling whatever it is you offer. You’re giving people a sense of purpose in what they buy. That also comes along with a sense of agency and control. The word “empower” is so overused today, but it’s pretty apt here.

    So, how do you condense huge topics like soil health or closed-loop systems into something bite-sized and easily digestible?

    The Art of Simplifying the Complex

    One of the challenges is breaking down intricate processes without watering them down. Think about your audience: they’re busy, curious, and looking for something meaningful. They want the “why” behind your practices, not necessarily a deep dive into soil microbiology. There’s a place for both in your content marketing strategy.

    Speak to Their Values

    Customers care about their health, their families, and their communities. Frame your practices in ways that touch on those. For instance, if you’re raising grass-fed beef in a way that sequesters carbon, talk about how that process protects the climate, creates local jobs, and ensures healthier land for future generations. 

    Of course, you might prefer to avoid a polarizing topic like climate change (who would have thought ecological protection would become political?), so you’ll want to approach it in terms of ecosystem restoration rather than carbon sequestration.

    That’s simple enough to do. No one actually likes pollution or litter or environmental destruction. So use your content marketing to highlight how your practices protect nature instead of destroying it.

    Use Visuals and Stories

    A picture of your farm’s lush pastures or a short video of your team explaining how you harvest honey can do wonders. Better yet, tell stories about the impact you’re making, like the neighbor who noticed more birds after you planted a pollinator garden.

    You can build on that information now or down the road. It’s a short segue from talking about a pollinator garden to highlighting the role of native plants or talking about pollinators other than European honeybees and their role in the ecosystem.

    Make It Local and Tangible

    Regeneration often begins at the local level, so show customers how their choices support their own communities. Talk about how your methods improve local soil, create jobs, or keep dollars circulating in the area. 

    Two of those topics (jobs created and dollars circulating) are great options to help you connect with audiences who might be politically disinclined to support anything that might benefit the climate. If you can focus on the number of jobs per acre you’re creating, or how much longer money stays in the local economy, you’ll connect with them.

    Real-World Examples

    Let’s look at some smaller businesses that are getting this right:

    • Soul Fire Farm (New York): This Afro-Indigenous farm uses regenerative practices and centers its messaging around food justice. They educate their audience about how their methods restore land and empower marginalized farmers. They’ve built a devoted community by offering workshops, writing blog posts, and being transparent about their mission.
    • Perennial Pantry (Minnesota): This company specializes in perennial grains like Kernza, which can make a major difference when it comes to soil health. They break down the science of regenerative grains into simple language. Their messaging connects the dots between Kernza’s deep roots and its ability to fight climate change while producing delicious food.

    Both of these businesses have turned regenerative practices into a core part of their story, and their customers don’t just buy their products. They believe in their mission.

    Tips for Making Regeneration Relatable

    How do you make your mission more relatable and understandable? Here are a few tips:

    • Create Transparency: Show your process. Whether it’s photos of your compost pile or a blog about how you minimize packaging waste, invite people behind the scenes.
    • Get Interactive: Host farm tours, run workshops, or use social media to answer questions. A little direct interaction can go a long way in building trust.
    • Celebrate Wins: Did you hit a milestone, like planting your 1,000th tree? Share it. Customers love to see their support making a difference.

    The Ripple Effect

    When you educate your customers, you’re doing more than marketing. You’re creating converts and hopefully advocates. They’ll spread the word and maybe even take some regenerative steps in their own lives. The more people understand and value regeneration, the more the movement grows.

    If you need help working those messages into your content marketing, we’d love to help. Get in touch 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.