Humane Marketing Words: A Glossary of Terms we Love

In marketing, words are really powerful. Words set the tone for your communications. 

Your message could be pushy and manipulative or kind and humane, depending on the marketing words you use.

Humane marketing words inspire and motivate our clients to take action. They connect emotionally with the audience to make them feel good about their purchase or interaction.

In this post, we share some of our favorite humane marketing words – and some words we don’t love!

Humane Marketing - Words We Love

Humane Marketing (and Selling) Words We Love

Here’s a list of our favorite humane marketing words. If you just want to look up specific words you can click on the words to jump to the relevant section.

Emotional Intelligence
Human to Human
Personal Power

You can see we like marketing words that evoke a feeling of trust, respect, and understanding. These words create an emotional bond between your client and you.

Many frequently appear in Sarah’s two books about humane marketing, Marketing Like We’re Human and Selling Like We’re Human.


Scarcity thinking got marketing to where it is now –  a cut-throat environment that wants you ‘to kill your competition’ and ‘crush it’. 

If we come to business with a scarcity mindset, there’s never enough, and we find ourselves in a continuous hustle for more.

Instead, if we come from a place of abundance, we find inner peace and act from that place. We don’t see competitors, only potential partnerships. 

Potential clients feel that positive energy and are empowered to make their own buying decision from a healthy maturity and responsibility.

Using the abundant mindset, we have a real, community-changing passion that returns to the basics of trust, meaning, and purpose.

Examples of the Word Abundance in Humane Marketing

  • Approach and promote an abundance mindset by avoiding fear-based marketing tactics. 
  • Come from a collaborative and not a competitive mindset and always looking for synergies with partners. 

Download the full Humane Marketing Creed (no opt-in)

Authenticity / Authentic

Unfortunately, authenticity has become a bit of a buzzword in marketing in the past few years, but in essence, it’s a core value that emphasizes the importance of being true to oneself and one’s values. It means being genuine and transparent. 

By being authentic, you are uniquely you, which makes ideal clients resonate with you and your worldview. They buy into you, not just your products and services. 

“Sarah, yes, I want to be authentic in my marketing. But how do I find my authentic self?” I wrote this blog post for you, lovely: Finding Your Authentic Self (as an Entrepreneur).

My colleague, George Kao, has written an excellent book called ‘Principles of Authentic Business’. 

Examples of the Humane Marketing Word ‘Authentic’

  • Align who you are with what you do, not wearing a business mask. 
  • Create authentic connections with your customers based on shared values and mutual respect.


Belonging is the sense of feeling accepted, included, and valued by a group or community – acceptance. 

Acceptance involves a deep emotional connection to others and the belief that one is an essential and integral part of a larger whole. 

In a marketing context, we create a sense of belonging in our communications. 

Instead of being exclusive by saying something like, ”you have a problem that needs fixing”, our marketing can be inclusive by switching that around and saying, “we understand your problem and your situation; you’re one of us – and we have a solution”. 

Belonging and community are like peas in a pod.

Look at Mark Schaefer’s latest book ‘Belonging to the Brand: Why Community is the Last Great Marketing Strategy’.

Examples of the Humane Marketing Word ‘Belonging’

  • Build a sense of belonging through community.
  • Make clients feel like they belong through personalized experiences.


Humane Marketing is marketing for the generation that cares: for ourselves, our clients and the planet. 

We know that we need to start by practicing self-care before we can care for others. So that’s where we begin: with self-care and our energy. 

Self-care is the only way we can create sustainable and successful businesses.

Once we take good care of ourselves, we have the power to fully care for our clients and their transformations and the needs of our mother nature. 

Caring means coming from a place of empathy, collaboration, and prioritizing ethical and socially responsible practices. 

Examples of the Humane Marketing Word ‘Care’

  • Show care for clients through exceptional service
  • Care for our planet through sustainable practices


By collaborating with colleagues, clients, and partners, humane marketers can tap into a broader range of ideas and insights, which can lead to more creative and humane marketing strategies. Collaboration also helps to foster a sense of teamwork and shared purpose. In the 7Ps of Humane Marketing, Collaboration is represented with the word Partnership.

Examples of the Humane Marketing Word ‘Collaboration’

  • Create strategic partnerships by collaborating with other businesses
  • Build communities of like-minded people


Here at Humane Marketing, we’ve proven that today’s conscious consumers want:

  • More purpose and meaning.
  • More human connection.
  • More community and belonging.

A community is a group of individuals who share a common identity, interest, or purpose and come together to support and care for each other. 

Building a solid and supportive community can create a sense of belonging and connection. Foster a culture of mutual support and care. 

Community building prioritizes relationships, communication, collaboration and letting go of control. 

Remember, the golden rule of building a community is never selling to the members.

If you’re looking for a community of quietly rebellious entrepreneurs who do marketing their way, aligned with their humane values, then look at our community, the Humane Marketing Circle

Examples of the Humane Marketing Word ‘Community’

  • Build a community of like-minded individuals who share your values and beliefs.
  • Support the local communities where your business operates.

Download the whole Humane Marketing Creed (no opt-in).

Confidence / Confident

We know it takes confidence to do marketing and business differently. 

Humane Marketers show up with confidence and believe in themselves. 

We’re not afraid to take risks, call out the things that no longer work for us, and act on our convictions. 

Feel that empowerment. 

By being confident, humane business owners inspire trust and build a unique brand identity based on our worldview. 

We are committed to this new business and marketing paradigm. 

Examples of the Humane Marketing Word ‘Confidence’

  • Build confidence through an amazing service or product that your clients love.
  • Foster confidence through transparent communication.

Check out this FREE mini-course for 10 gentle ways to boost your confidence.

Creativity / Creative

When we’re overwhelmed and panicked, we’re not in the flow and, therefore, unable to access the right side of the brain that drives creativity.

Break free from following the mainstream cookie-cutter templates; let’s allow our right brain tp participate.

What would happen if you gave yourself permission to do marketing your way? 

What if you could let go of some of the “shoulds” and your fear of rejection?

Creativity means thinking outside the box and coming up with innovative solutions. 

Being creative questions assumptions with an open mind and makes us willing to take risks. Only then can we experiment with new ideas and approaches.

As Humane Marketers we are committed to fostering a culture of curiosity and exploration, prioritizing ethical considerations.

We bring that breath of fresh air that’s so needed right now. We attract and retain clients who value innovation and uniqueness. 

Daniel H. Pink’s book ‘A Whole New Mind: Why Right-Brainers will Rule the Future’ played a big role in the creation of the 7Ps of Humane Marketing. 

Examples of the Humane Marketing Word ‘Creative’

  • See marketing as a creative process
  • Find innovative ways to connect with clients that make you memorable

Emotional Intelligence

Emotional Intelligence involves the ability to understand and manage one’s emotions, as well as the emotions of others.

In the context of marketing, Emotional Intelligence helps us marketers develop a deeper understanding of our ideal clients, their needs, and their motivations. By being able to empathize with our people and communicate effectively, we create more meaningful connections and build trust.

Examples of the Humane Marketing Word ‘Emotional Intelligence’

  • Making marketing messages more personal, bringing the human connection back to marketing
  • Building long-term, authentic relationships

Empathy / Empathetic

My mission at Humane Marketing, is to bring more empathy and kindness to the business world. 

It’s simple; empathy makes everything better – with it, you genuinely understand and share the feelings and perspectives of others. 

Sensitivity to the needs and experiences of clients eradicates any manipulation. We don’t push people to buy products. Instead, we acknowledge their situation and show them a different perspective. 

An empathic business owner is not in it just for the money. He truly cares about the results of his clients and the impact his products/services might have on the environment. 

Research has shown empathy is one of the most underdeveloped yet crucial leadership skills. 

Read this excellent post on Forbes about empathy in leadership

Examples of the Humane Marketing Word ‘Empathy’

  • Demonstrate empathy through personal communication that talks directly to your ideal clients.
  • Show empathy through social responsibility and seek to impact the world positively.

>> also read our blog post about empathy in marketing

Ethics / Ethical

When we follow good ethics in marketing, we promote our products and services truthfully and responsibly while prioritizing the well-being of clients, society and our mother earth. 

Ethical marketing involves transparency about our values and practices. We avoid deceptive manipulation tactics and promote diversity and inclusion. 

Ethical marketing empowers clients to make informed buying choices that align with their values.

We contribute to a more sustainable and humane marketplace by applying ethical marketing.

Listen to this episode on ethical marketing on the Humane Marketing podcast and have a look at the Ethical Pledge.

Examples of the Word Ethical in Humane Marketing

  • Promote ethical consumerism by empowering clients to make conscious and responsible buying decisions.
  • Ensure ethical marketing practices by being transparent and honest in our communications.


When we say ‘Humane Marketing is marketing for the generation that cares’, we aren’t referring to a specific generation. 

What we mean is NOW is the time for a humane approach to marketing. 

Read our blog post “Unlocking the Power of Human Marketing: Strategies for Success” to learn more about compassionate marketing for a generation that cares. 

The ‘Gen’ in the Humane Marketing logo stands for ‘generation’ but also for ‘gentle’, ‘genuine’ and ‘regenerative’. 

Examples of the Humane Marketing Word ‘Generation’ 

  • Stay current in your marketing and pay attention to this generation’s wants and needs.
  • Support causes and initiatives that are important to younger generations.


Generosity refers to the act of giving freely without expecting anything in return. It involves demonstrating kindness and empathy towards others, and it can take many forms such as sharing resources, providing support, and offering solutions to challenges.

Generosity is an important value for Humane Marketers because it fosters meaningful connections with our clients, builds trust, and creates a positive social impact.

In Humane Marketing we practice ‘maximum sustainable generosity’, meaning we give as much as we can while still creating sustainable businesses for ourselves.

Examples of the Humane Marketing Word ‘Generosity’

  • Provide free resources and education in your marketing
  • Donate a portion of profits to a charitable cause (like the Stripe Climate Fund)

Gentleness / Gentle

Sarah Santacroce – me – referred initially to ‘Humane Marketing’ as ‘Gentle Marketing’. 

You can read the genesis story Gentle Marketing is Renamed Humane Marketing to discover why I changed it and how I somehow found the silver lining after a dark night of the soul, and ultimately it empowered me.

We need gentler leaders, gentler marketing, gentler business practices, and gentler policies. 

Gentleness comes from a place of empathy and understanding for our shared humanity. 

Examples of the Humane Marketing Word ‘Gentle’

  • Embrace gentleness throughout our business. 
  • Treat clients, potential clients, and employees with kindness and empathy, but being gentle and humane doesn’t mean we’re pushovers.

Honesty / Honest

Honesty is a fundamental aspect of ethical business practices. 

Let’s be truthful and transparent in all interactions with clients, employees, or other stakeholders. 

In a marketing context, honesty means providing accurate information about your products and services and being transparent about pricing and fees.

Being honest refers to overpromising, too – can you deliver what the client has purchased on time whilst taking care of yourself and anything that arises in your life? Ensure you extend timelines when you need to and create healthy boundaries.

Examples of the Humane Marketing Word ‘Honest’

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

Human / Human to Human

Human to human (H2H) refers to interactions and communications that occur between humans rather than between businesses (B2B).

A human to human conversation emphasizes the importance of personal human connection and empathy in business and marketing.

Using this language, we use marketing strategies that prioritize human-centric interactions.

Read this post Unlocking the Power of Human Marketing.

Examples of the Humane Marketing Word ‘Human’

  • Bring the human connection back to marketing.
  • Do business like you’re human.


When we use the word humane, we refer to behaviors, actions, or words marked by compassion, kindness, and empathy towards other humans or animals.

It emphasizes the importance of treating others with respect and dignity and often involves taking actions to reduce suffering or promote well-being. 

In business and marketing, humane practices include ethical marketing and selling, fair labor practices, and sustainable manufacturing methods, among others. 

Read the story behind Humane Marketing

I first came across the word humane in a business context in the documentary ‘The Social Dilemma’, whose main protagonist, Tristan Harris, an ex-Googler, founded the Center for Humane Technology

Examples of the Humane Marketing Word ‘Humane’

  • Prioritize client well-being by not overloading them with information or promotional content.
  • Use honest storytelling to connect with clients on a deeper, more personal and humane level.


Humanity refers to the collective characteristics, traits, and behaviors that define our human race.

It encompasses all aspects of human life, including culture, history, philosophy, art, and science. 

We also use the word humanity to emphasize the importance of compassion, kindness, and empathy in human interactions – it is often used to describe efforts to promote social justice and equality.

Examples of the Humane Marketing Word ‘Humanity’

  • Celebrate diversity and inclusivity in your marketing and communications.
  • Prioritize social responsibility and community involvement that showcases our shared humanity.


Being humble means being open to feedback and willing to learn from others, which is so important in marketing.

When we’re humble, we’re not too proud to admit our mistakes or limitations, and that helps us connect with our clients on a deeper level.

It’s all about being curious and empathetic, instead of thinking we know it all.

Examples of the Humane Marketing Word ‘Humility’

  • Seek to learn from others and leverage collective knowledge and create partnerships.
  • Listen actively to your client’s feedback, rather than assuming you already know what they want.

Inclusion / Inclusive

Creating inclusive environments where all individuals feel valued and respected, regardless of background or identity, is vital to Humane Marketers.

We are committed to creating a culture of belonging where everyone feels comfortable bringing their whole selves to the conversation. 

Inclusion also increases creativity, innovation, and new perspectives, as individuals with diverse backgrounds bring unique ideas and approaches to problem-solving. 

Our inclusive actions reflect a commitment to fairness, equity, and respect for all humanity.

Examples of the Humane Marketing Word ‘Inclusion’ 

  • Embrace diversity and represent diverse groups in your communications.
  • Create spaces where everyone can be heard and seen and not just treated as walking wallets.

Integrity / Integrous

Integrity is when one value makes you whole again. Not only that, it improves your life and business in unexpected ways. 

Being integral involves upholding strong moral principles in everything you do, even when difficult or unpopular. 

Integrity makes you stand out today and attract and retain loyal clients.

Ultimately, integrity is a crucial component of ethical business practices, as it reflects a commitment to honesty, transparency, and accountability in all interactions.

Examples of the Humanity Marketing Word ‘Integrity’

  • Humane Marketers believe in integrity and authenticity.
  • We just want to be ourselves in order to do our best work. We don’t use authenticity as a buzzword. It means that we show up as ourselves, with integrity.


Humane Business building and marketing often require you to trust your intuition. Hence, you stay true to your values and make decisions that align with your vision and moral guidelines. 

We try to do the right thing by tapping into that inner voice and letting it guide us.

Find out more about the intuitive way (affiliate link) by reading my friend Penney Peirce’s book with the same title. 

Examples of the Word Intuition in Humane Marketing 

  • Trust intuition to create authentic connections and collaborate with partners.
  • Use intuition to innovate and adapt to the new business paradigm.


The mission of the Humane Marketing Revolution is to bring more empathy and kindness to business and marketing. 

To be kind means to show empathy, consideration, and generosity towards others. 

In marketing, this means staying clear from shady marketing techniques such as false urgency, shaming, too much focus on the problem, overpromising results, fear-based and scarcity messaging etc.

Kindness is critical for creating a sustainable and successful business and building a more caring and compassionate society.

Examples of the Humanity Marketing Word ‘Kindness’

  • Use language and tone that reflects kindness and empathy. 
  • Promote sustainability and environmental stewardship.


All we need is love. Yes, even in business. 

Love involves a deep sense of care, compassion, respect for others, and a willingness to act in their best interest; for example, we want clients and colleagues to get results via our products or services.

We show love through acts of kindness, empathy, and support, fostering a positive and mutual support culture. 

To love others, we must first love ourselves and figure out who WE are. 

This post on ‘How to find your authentic self as an Entrepreneur’ might help with that first step. 

Examples of the Humane Marketing Word ‘Love’ 

  • Emphasize the love and care that goes into creating your products and services.
  • Celebrate love and connection in all forms (including the love of mother nature).


The definition of nurture is to care for and encourage the growth, development, and well-being of something or someone. 

Humane Marketers nurture relationships with their potential clients, their actual clients, their peers and their community.

Nurturing involves creating a culture of empathy, respect, and collaboration and providing opportunities for learning, growth, and development. 

We foster a sense of belonging, purpose, and fulfillment through nurturing. 

Examples of the Humane Marketing Word ‘Nurture’

  • Nurture employee well-being by providing a supportive and inclusive workplace culture that prioritizes employee health and wellness.
  • Personal growth and development by providing resources and opportunities to nurture your clients’ personal journeys.


Partnership is the 7th P of the 7Ps of Humane Marketing (get your One Page Marketing Plan with the 7 Ps of Humane Marketing here

Partnerships fuel the new business paradigm, and Humane Marketing relies on partnerships. 

This new way of working together isn’t selfish or making more money. Instead, we want to have fun working together, and help each other and the world.

Trust is essential in this kind of partnership, as is the understanding of our shared humanity, and in assisting each other, we all win.

This new type of partnership is NOT purely transactional as it is with affiliate marketing, where the benefit for both parties is strictly financial. 

Instead, a deeper human connection is established between the involved humans over time.

Examples of the Humane Marketing Word ‘Partnership’

  • Partner with other communities or businesses that share the same values.
  • Collaborate with clients by co-creating content with them.


Passion is the 1st P of the 7Ps of Humane Marketing

Passion is an intense and enthusiastic emotion or feeling towards something, often associated with a deep sense of purpose or desire to achieve a particular goal. 

Passion is the motivator – it’s the WHY that’s bigger than ourselves. 

Having a passion for our work and knowing our WHY gives us the courage to keep showing up, even if things are tough!

How do you find your WHY or your passion? Start with finding your authentic self. 

Examples of the Humane Marketing Word ‘Passion’

  • Passion for creativity and bringing more of the right brain to marketing (stories, art, beauty, love etc.).
  • Passion for sustainability and a commitment to promoting sustainable marketing practices.

Personal Power

Personal Power is the 2nd P of the 7Ps of Humane Marketing

It stands for tapping into your unique personality and strengths and finding your authentic self as an entrepreneur

The theory behind personal power is that we concentrate on discovering who we are. 

We find our values, story and worldview to bring more of us to our marketing and business. 

Doing this deep inner work develops self-awareness, confidence, and a sense of purpose and direction. 

It also makes us more responsible because, as you know, ‘with great power comes great responsibility’. 

Examples of the Phrase ‘Personal Power’ in Humane Marketing 

  • Own our Personal Power and understand who we are to bring more of ourselves to our marketing.
  • Empower our clients to help them make informed and conscious buying decisions.


Humane Marketers are rebels with a cause! We are tired of the old way of marketing that is pushy, manipulative and not humane.

We are quietly rebellious entrepreneurs who want to market our businesses our way – the humane way. 

Shout out to my friend Andy Mort of the Gentle Rebel Podcast and my episode, ‘Picking Up The Pieces When Things Fall Apart’.

Examples of the Humane Marketing Word ‘Rebel’

  • Empower a community of rebels and foster a sense of belonging to the cause.
  • Show up as a rebel by taking a stand against inhumane marketing practices.

I highly recommend the book ‘Marketing Rebellion’ by my colleague and friend, Mark Schaefer. 


We are creating a Humane Marketing Revolution, a movement of quietly rebellious entrepreneurs who want to change the world of marketing today for a better future and a more integral way of marketing and selling. 

Examples of the Humane Marketing Word ‘Revolution’

  • Challenge the status quo, question established norms, and share ideas for positive change.
  • Create movements of change that empower others.


Humane Marketing is based on building relationships – with your peers, your potential clients, your clients and your community. 

Strong relationship building involves the development of trust, communication, and mutual understanding. 

Good relationships prioritize empathy and respect and recognize each individual’s unique strengths and contributions. 

Our guiding principle in our Humane Marketing Circle – our community, is ‘a leader in each chair’. 

The creation of strong relationships is not a ‘quick fix strategy’. But stable relationships build a successful and sustainable business.

Examples of the Humane Marketing Word ‘Relationship’

  • Establish meaningful connections beyond transactions with clients and potential clients.
  • Cultivate relationships between clients who might help each other for free.

Responsibility / Responsible

“With great power comes great responsibility”. 

As Humane Marketers, we want to empower our ideal clients to make their own buying decisions. 

Unfortunately, in the last two decades, traditional marketing has worked towards disempowering customers and, therefore also encouraging them to abandon responsibility. 

Humane entrepreneurs like us give clients their power back – we take responsibility for our words and actions while we educate them about their responsibility.

We are all responsible for our actions and decisions and must ensure they align with our values and goals. 

Examples of the Humane Marketing Word ‘Responsibility’

  • Take the time to respond to clients promptly and caringly and do everything possible to make things right when things go wrong.
  • Encourage clients to be responsible for their actions as well.

Sustainability / Sustainable

Humane Marketing is marketing that cares for ourselves, our clients and the planet.

Humane Marketers run their businesses based on the triple bottom line theory – where business success is environmentally responsible, socially just, and economically viable.

Sustainability is prioritized for the long-term health and well-being of the planet and its humans, and we do everything in our power to minimize our environmental impact.

We run our business to make a positive difference and to support ourselves financially.

Similar to B Corporations, we balance purpose and profit. We are here to serve, but we are not martyrs. We are in business.

Examples of the Humane Marketing Word ‘Sustainable’

Transparency / Transparent

Transparency is a crucial element of running a business that emphasizes openness and honesty in all aspects.

Being transparent involves being clear and truthful in all communications, relationships and decision-making processes. 

We have much catching up to do, as transparency was never part of the mainstream marketing rule book. 

Check out the book Transparency: Seeing Through to Our Expanded Human Capacity (affiliate link) by my colleague, Penney Peirce. 

You might also like this conversation with Penney; we discuss the 7Ps of Humane Marketing and a Change in Perception

Examples of the Humane Marketing Word ‘Transparent’

  • Give clients all the information they need to make informed decisions about products and services, including pricing and other business practices.
  • Be open about how you collect, use, and protect customer data (i.e. emails).

Trust / Trustworthy

We become trustworthy when we deliver our promises and honor our commitments. Humane marketers take responsibility for their actions and decisions. 

Business trust is built over time. It helps to build credibility and foster positive relationships built on integrity and mutual respect. 

Once you have people’s confidence, you need to nurture it. It leads to increased loyalty; your people will buy from you again and again. 

For more information on trust, read the 2022 Edelman Trust Barometer report – an excellent study on the cycle of trust.

Humane Marketing is founded on truth-telling, human(e) connection, empathy, kindness and integrity.

We reinvent marketing for the generation that cares – for our clients, ourselves and the planet.

Examples of the Humane Marketing Word ‘Trust’

  • Being honest and transparent with your clients builds trust. 
  • Trust your clients to make the right decisions for themselves, respecting the no, without pushing or manipulating them.

Truth / True

Similar to transparency, truth is a fundamental aspect of ethical behavior in business. 

When we embrace truth, we are honest and accurate in all communications, whether with clients, partners, or other stakeholders. 

Truth-telling reflects a commitment to integrity, honesty, and accountability.

Listen to this episode on The Future of Truth on the Humane Marketing podcast. 

Examples of the Humane Marketing Word ‘Truth’

  • Avoid exaggerations, misleading claims and false promises –  such as ‘this is life-changing’. 
  • Tell the truth about your impact by taking responsibility for any negative consequences of your business and actively seeking ways to minimize them.


Ubuntu is a traditional African philosophy emphasizing the interconnectedness and interdependence of all humans. 

The African principle holds a deep sense of community and believes we are all part of a larger whole – that our well-being is intimately tied to the well-being of others.

Our business success, therefore, is not just measured in profits but also in the positive impact it has on the community and society at large. 

Ubuntu prioritizes social responsibility, sustainability, and ethical considerations in all business decisions and operations. 

This form of humanism emphasizes the importance of relationships and respect and calls for inclusive, supportive, and empowering environments.

Ubuntu represents collaboration, creativity, and partnership as we fabricate communities where members, clients, and employees feel more connected.

Listen to this episode on the Humane Marketing podcast on Finding Commonalities with Ubuntu.

Examples of the Humane Marketing Word ‘Ubuntu’

  • Build a sense of community among your clients, partners and team members. 
  • Put humans first in all aspects of business. 


Much like authenticity, the word vulnerability has become a bit of a buzzword. 

As Humane Marketers, if we use vulnerability, we want to show that we’re human and share our client’s struggles.

It’s never with the intention to sell more.

When we’re “being vulnerable” with the ulterior motive of selling more, it feels manipulative to the other person. That’s not the same as using vulnerability because we want to show up authentically. 

Can you see the difference?

I highly recommend you read Brené Brown’s Daring Greatly to dive deeper into vulnerability. 

Examples of the Humane Marketing Word ‘Vulnerability’

  • Share your struggles, challenges and failures with vulnerability and honesty. Sharing will build a deeper connection with your audience, showing you’re human and relatable.
  • Be vulnerable and open to feedback, criticism, and constructive suggestions from clients, partners and team members.

Woo Woo

Here at Humane Market, we’re all about balance. 

  • The left brain strategy with the right brain creativity. 
  • The data and the intuition. 
  • The mind and the heart. 
  • The masculine and the feminine. 
  • The Yang and the Yin.
  • The Spiritual and the Practical. 

So yes, if you call that woo-woo, we think a little woo and spirituality are much needed in today’s business environment. 

Let’s embrace alternative thinking and emotion-based beliefs without being ashamed.

Examples of the Humane Marketing Phrase ‘Woo Woo’

  • Incorporate spiritual values into your WHY, your 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.

How to use these Humane Marketing Words

Whether used in a headline, email, or social media post, humane marketing words are great for connecting with your clients and inspiring them to take action.

Use Humane Marketing Words to Show Empathy and Kindness

Using humane marketing words is an enjoyable way to communicate with your audience and demonstrate empathy and kindness. 

Use language that shows you understand the needs and feelings of your clients. 

Show you genuinely care about their well-being. 

When you use humane marketing words, you communicate in a way that resonates with people on a deeper level and creates a sense of trust and goodwill.

Empathetic, kind, and appreciative language builds trust and goodwill to create a more positive and meaningful relationship with clients and colleagues.

Use Humane Marketing Words to Build Trust

Communicate in a way that shows empathy and understanding; you demonstrate that you value your clients as humans and not just as potential sales. 

When you use words that convey kindness and compassion, you connect with your community beyond a transactional relationship. 

Our phrasing establishes trust and credibility because clients are more likely to feel comfortable and confident doing business with someone who values their well-being.

Words that express appreciation and gratitude reinforce the idea that you value your people and their support – further strengthening the relationship and building trust over time.

Use Humane Marketing Words to Showcase Your Ethical Commitment

Language that emphasizes honesty, transparency, and fairness demonstrates a commitment to ethical business practices so you can build trust and credibility with your community. 

Express concern for the well-being of your clients, employees (if you have any), and our planet; show your commitment to social responsibility. 

Your communications will resonate with your ideal clients looking for businesses that prioritize ethical and sustainable practices. And you differentiate yourself to establish a reputation as a socially responsible business. 

Ultimately, use humane marketing words to effectively communicate values and build a strong, positive relationship with your clients based on mutual trust and respect.

Words We Don’t Love and Suggested Alternatives

Sales Funnel or Sales Pipeline Becomes Gentle Sales Path

We don’t like the idea of shoving our potential clients through a funnel. It feels inhumane.

But we still need a name for the way we get to know prospects. 

How about the ‘gentle sales path’ instead?

Can you feel the energy is different?

A gentle sales path is different for every client, and it’s not forceful like a funnel. A gentle sales path guides the client on a journey, empowering them to make their own buying decision.

Read this blog post on Customer-Centric Selling.

Target Market (or Target Audience) Becomes Ideal Clients

‘Target market’ is another phrase we’re not big fans of here at Humane Marketing. We’re into non-violent communication

The very term target market feels violent. It feels like we’re hunting our clients down and shooting them down. Our clients aren’t targets. 

Instead, we want to bring more of ourselves and our worldview to our marketing so that we resonate with our ideal clients.

Tripwire Becomes ‘Impact Offer’

Wow, congratulations to the marketer who came up with this term!

Let’s replace this low frequency with a much more high frequency term like ‘Impact Offer’.

Instead of creating a very low value offer and trying to lure clients in so that you can then push them down your Sales Funnel to your high-end ticket offer, create an ‘Impact Offer’.

And impact offer is a stand alone offer at a lower rate that has so much impact on your clients, that they WANT to go deeper and to the next step to get closer to you.

Leads Become Humans or Ideal Clients

We’re in the human-to-human business, not the leads business. Therefore, we don’t talk about lead generation. 

Humane marketers connect with people and understand their wants and needs; by crafting marketing messages that speak to them directly.

Unlock the power of Human Marketing and resonate with our ideal clients.

Lead Magnets Become Signposts

Like with the Sales Funnel, we don’t like the idea of ‘sucking’ in leads with a magnet. 

Instead, we create signposts on our Gentle Sales Path where ideal clients can sit, rest and appreciate the information we share. 

A signpost might be a blog post, a podcast episode or a newsletter. They gently direct our audience to our available products in a fun and friendly manner. 

Find out more about signposts and customer-centric selling

Pain Points become Challenges

Pain points are painful.

Instead of focusing solely on the negative aspects of our client’s lives, we want to empower them by acknowledging their challenges and offering solutions that alleviate their pain and also help them overcome obstacles and achieve their goals.

By changing the way we talk about problems, we can create a more positive and empowering mindset.

Read the full explanation why we don’t like to talk about pain points in Humane Marketing.

Persuading Becomes Showing Perspective

Excerpt from the Selling Like We’re Human book: Empathy plays an essential factor in Humane Marketing and Selling.

Listening profoundly and figuring out how people feel gives us a clear advantage in a sales path that’s not purely transactional. 

And there’s another selling skill similar to empathy, but this one has to do more with people’s heads than their hearts. It’s called perspective-taking.

Perspective-taking combines heart AND mind to give your ideal client the feeling they can trust you and want to work with you.

By using empathy and showing perspective, you don’t need to use manipulative and persuasive sales techniques.

Pitch Becomes Conversation

A pitch somehow implies a one-sided and aggressive attempt to sell a product or service.

Instead we want to have conversations with our ideal clients.

Selling is a two-way dialogue between us and our ideal client, rather than a one-sided sales pitch.

A conversation implies a more human and interactive approach.

We try to really understand the needs and desires of our ideal clients, rather than simply promoting ours services.

I talk about the Gentle Sales Conversations in the ‘Selling Like We’re Human‘ book.

Conclusion About These Humane Marketing Words

In conclusion, choosing the right words in marketing can make all the difference in creating a solid connection with your ideal clients. 

Use humane marketing words to inspire and motivate action from your clients whilst you create a positive emotional connection.

Build authentic, compassionate, long-lasting relationships with your ideal clients and shape a sustainable and successful business. 

We hope you’ll join the Humane Marketing Revolution (you can join our Humane Marketing Circle here) and integrate these humane marketing words into your messaging. 

Did we forget any words that should be on this list? Let us know!


Book links on this page may include affiliate links.
I’ve used ChatGPT to help with some of the humane marketing examples. 

Other Resources You Might Enjoy

The 7Ps of Humane Marketing

Humane Marketing 7ps

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One-Page Marketing Plan

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The 7Ps of Humane Marketing

Get the Fill In the Blank One-Page Marketing Plan

Humane Marketing 7ps

Your contact information is safe, and will not be used in ways
other than stated on this page.