Inner Development Goals and Humane Marketing

As a Changemaker, your driving force is your passion and purpose, fueled by the desire to make a meaningful impact in the world and contribute to shifting the paradigm. Yet, you might encounter the challenge of marketing yourself and your services— not your favorite part of being in business.
This article helps you to navigate through effective marketing strategies that resonate with your values, enabling you to genuinely connect with your ideal clients and amplify your influence. It also shows you how well aligned the Inner Development Goals and Humane Marketing really are, because Humane Marketing starts from within.

When I first came across The Inner Development Goals (IDGs) framework it felt like a home-coming. I felt like I’ve found my people. I’ve always used the Sustainable Development Goals to help my clients find their WHY, but the SDG goals often felt too big and frankly a bit overwhelming for clients. The Inner Development Goals on the other hand felt more relatable, especially because they are so aligned with the 7Ps of Humane Marketing and my approach to creating change from within.

What Is The Inner Development Goals Framework?

The IDG Framework is a co-created initiative that’s led by a non-profit organization committed to inner development that helps us all create outer change, and achieve the Sustainable Development Goals. The framework and its different dimensions and skills has been designed to work on our inner capacity to deal with our increasingly complex environment and challenges. The current IDGs framework represents 5 dimensions and 23 skills and qualities which are especially crucial for leaders who address SDGs, but fundamentally for all of us!  It is the greatest possible accelerator to reach the Sustainable Development Goals and create a prosperous future for all humanity.

The 5 Dimensions of the IDG Framework

Marketing for Changemakers

These 5 dimensions are very much aligned with my work and how I’ve reimagined the 7Ps of Marketing. From a very traditional transactional model from the 60ies, I created a new and conscious model, that I’m calling the 7Ps of Humane Marketing.

Humane Marketing 7Ps vs traditional

In the 5 steps below I’ll explain how the 5 dimensions from the Inner Development Goals are linked to the 7Ps of Humane Marketing.

Step 1: Humane Marketing Starts With Your Relationship to Self

The Inner Development Goals and Humane Marketing

Usually marketing programs tell you to start with your client avatar, with something external.
But I say ‘Forget Your Avatar and Start With Yourself’!
Begin your marketing journey by understanding yourself deeply. Reflect on your values, story, and worldview. By embracing your authentic self and sharing more of you in your marketing, you attract supporters who resonate with your genuine passion. Not only is it rewarding to know who you truly are, but it’s also the best way to create a sustainable business that brings you only ideal clients who resonate with your worldview.

In the Marketing Like We’re Human book, I call this stage ‘RUMBLE’, in the 7Ps of Humane Marketing it’s the first two Ps, Passion and Personal Power.

In the Inner Development Goals Framework this is the 1st dimension dedicated to BEING.
The skills associated with this dimension are:
– Inner Compass
– Integrity and Authenticity
– Openness and Learning Mindset
– Self-Awareness
– Presence

A few tips on how to nurture this relationship to self related to your business and marketing:

Step 2: Think Deeply About Your Ideal Clients

Inner Development Goals & Humane Marketing

In step two I invite you to shift your focus from chasing clients to resonating with ideal clients. Craft solutions that align with your mission and values. Understand your ideal client’s thoughts and emotions, and empathize with them on a profound level.

Here are a few questions to help you identify your ideal clients:

  • Whom are you best aligned with?
  • Who shares the same values as you?
  • Who gets you?
  • Who would love your offer?

These questions are an excerpt from the P of People of the 7Ps of Humane Marketing One Page Marketing Plan. You can get your copy here to help you reflect on the different Ps for your business.

Btw, this also applies if you are a Changemaker who’s working on the organizational level. Organizations are made of people, and they have a certain culture. So just apply the above questions to organizations to find out which type of company is aligned with your worldview.

In the Inner Development Goals Framework this is the 2nd dimension dedicated to THINKING.
The skills associated with this dimension are:
– Critical Thinking
– Complexity Awareness
– Perspective Skills
– Sense Making
– Long-term orientation and visioning

A Humane Marketer thinks deeply in order to create solutions and offerings that make sense and include consideration for the current client’s needs, but also for future generation’s needs. We’re part visionary, part pioneer and call ourselves visioneers. (read our creed)

Step 3: Resonating (or relating) with your ideal clients

Now that you know who you are and who your ideal clients are, it’s time to relate to them. How do you solve your client’s needs, and how is your offer unique and different from all the other changemakers who offer the same thing? Here are some questions to help you think about the problem you’re solving for your clients. So how can you show your client that you truly care to solve their problem and the problems we face together? This is where going back to the Sustainable Development Goals is helpful.

  • What problem are you solving for your clients? What is their internal, external and philosophical problem?
  • What does your client truly want? And what does she need?
  • How do your core values make you and your business different from your peers? 
  • How is your offering different from all the other potential solutions? 
  • What unique perspective do you bring to your area of expertise?

The Role of Empathy in Humane Marketing

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

  • Empathy
  • Storytelling (right brain)
  • Curiosity (right brain)
  • Pragmatic Data and ‘things that work’ (left brain)

8 Ways of Using Empathy in Marketing

  1. Be Authentic:
    • Reflect on your values, beliefs, interests, and passions.
    • Explore your definition of success and understand your personality traits.
    • Listen to your body and embrace your authentic self.
  2. Assure Clients You Can Solve Their Problem:
    • Activate the reticular activating system (RAS) by addressing clients’ problems.
    • Share experiences and showcase understanding of emotions related to their issues.
    • Avoid scare tactics and focus on genuine solutions.
  3. Make Your Clients Feel Seen and Heard:
    • Empower clients by making them feel understood, not convincing them to buy.
    • Communicate consumer empathy and build trust through genuine understanding.
    • Prioritize making clients feel heard and acknowledge their emotions.
  4. Tell Them It’s Not Their Fault:
    • Assure clients that their challenges are not their fault.
    • Use intuition to understand their unspoken struggles and offer gentle solutions.
    • Focus on the “whole human” you serve, addressing the root of the problem.
  5. Build Trust in Marketing:
    • Be consistent, transparent, and reliable in all marketing efforts.
    • Reflect values in design elements, messaging, and tone.
    • Share affiliate links and mistakes openly, avoiding overpromising results.
  6. Create a Sense of Community:
    • Foster loyalty and engagement by building a community.
    • Connect people through online forums, social media groups, or events.
    • Showcase a common purpose or worldview for a stronger sense of belonging.
  7. Be Socially Responsible:
    • Demonstrate empathy for the planet through sustainable business practices.
    • Reduce waste, emissions, and choose environmentally-friendly materials.
    • Engage in social responsibility initiatives and contribute to the community.
  8. Recognize and Relate to Our Common Humanity:
    • Embrace the concept of Ubuntu – “I am because we are.”
    • Use storytelling to communicate universal values and emotions.
    • Build a stronger emotional connection by recognizing the common humanity in your marketing.

Step 4: Collaborating to Gain Trust

People buy from people whom they know, like and trust. I’m sure you’ve heard this before.

It’s not just a catchy phrase; it’s the heartbeat of meaningful relationships in business. Authenticity is the currency that fuels connections. When people know you, they gain insights into the person behind the brand. Sharing your story, values, and experiences allows your ideal clients to see the human side of your business. It’s like inviting them to a behind-the-scenes tour, fostering a sense of familiarity.

Now, the ‘like’ part goes beyond just having a decent product or service. It’s about resonating with your audience on a personal level. Sharing relatable content, whether through your podcast or community interactions, helps in establishing this likeability.

And finally trust, transparency and integrity are key. Providing samples of your work, showcasing success stories, or offering valuable insights in your content builds credibility. People want to test the waters before fully committing, and our Gentle Sales Path (see visual below) acknowledges and respects this.

Marketing for Changemakers
The Gentle Sales Path

This free offering, or sign post, can be many things (below is a list of ideas). As your client moves up the Gentle Sales Path, the sign posts should get more and more ‘intimate’ and personal. So someone might start out by downloading your free offer on your website, then receive your emails and listen to your podcast. Eventually they’ll attend a live workshop with you, and from there you could invite them to a 1-on-1 call.

Ideas of free offers if you’re a Changemaker who sells to individuals

  • a free audio or video course
  • podcast episodes (your own or where you’ve been a guest on)
  • your book
  • a free monthly meditation session
  • etc. etc.

Ideas of free offers if you’re a Changemaker who sells to organizations

If you’re selling to organizations, the approach is similar, but a bit more tailor made.
Here’s an example:
Maya is a Mindfulness Coach. She introduces “The Workplace Wellness Workshop” as a signpost on her Gentle Sales Path for organizations. This offering is designed to give businesses a taste of the benefits of mindfulness in the workplace and to build a foundation for future collaborations.

What’s Included in the Workplace Wellness Workshop?

  • Introductory Webinar: Maya conducts a live introductory webinar that provides an overview of the benefits of mindfulness for workplace well-being. This webinar is open to HR managers and company leaders.
  • Customized Stress-Reduction Sessions: Maya offers a two stress-reduction group sessions tailored to the organization’s needs. These sessions are conducted online and are designed to help employees manage stress and enhance their mental well-being.
  • Employee Feedback and Assessment: Maya includes a feedback and assessment component, where participating employees can provide insights into their stress levels and the impact of the workshop. This data will be valuable for organizations to understand the potential benefits of a more extensive mindfulness program.
  • Access to a Mindfulness Toolkit: Maya provides access to a digital toolkit that includes resources such as guided meditation recordings, mindfulness exercises, and tips for incorporating mindfulness into daily work routines.
  • Follow-up Consultation: After the workshop, Maya offers a follow-up consultation with HR managers or company leaders to discuss the workshop’s impact and explore the possibility of a more comprehensive mindfulness program for the organization.

Partnership (similar to Collaboration) is the 7th P of the Humane Marketing Mandala. You can download your One Page Marketing Plan with all 7 Ps of Humane Marketing over here.

Apply for a Free Offering Discussion with me

Yes, you guessed it, this is MY free offering. Every month I reserve 5 slots in my schedule to talk to Changemakers about their free offering (or anything else regarding Humane Marketing and Conscious Business). By filling out this form you help me understand a bit more about your business and what you’d like to talk about.

Have you…
Are you interested in …

Step 5: Taking Action

It’s time to go out there and be the change!
Be brave, show up differently than everyone else. You are leading this paradigm change. The same old marketing techniques that everyone else uses don’t resonate with people any more. Get creative, come up with different ways.

Here are some ideas to step into action with your marketing:

  • Make your worldview your Niche so that your ideal clients resonate with you
  • Highlight shared values to resonate with your ideal clients
  • Tell stories that connect, instead of boring marketing campaigns
  • Leverage your unique perspective and personal experience to stand out
  • Embrace vulnerability to create genuine connections
  • Find strategic partnerships and collaborate with others


Humane Marketing is very aligned with the Inner Development Goals. Any change we want to create for others has to start within ourselves. It is my life’s work to help Change Agents create their life’s work and let the world know about it, with humane and ethical marketing tactics.

If you’d like to find out more about my holistic & Conscious Business and Marketing Coaching, click here. And then why not apply for a free offering discussion with me below?

Want me to present Humane Marketing to your IDG Hub members?

I’m happy to offer any IDG Hub a 60-minute interactive online workshop on the topic: Marketing for Changemakers: Impact & Income with Humane Marketing. This interactive workshop is tailored to Changemakers seeking to share their life’s work in an ethical way, without aggressive marketing strategies. Humane Marketing is closely related to the framework of the Inner Development Goals, a concept and toolkit that was created to catalyze the achievement of the Sustainable Development Goals.

Apply for a Free Offering Discussion with me

Yes, you guessed it, this is MY free offering. Every month I reserve 5 slots in my schedule to talk to Changemakers about their free offering (or anything else regarding Humane Marketing and Conscious Business). By filling out this form you help me understand a bit more about your business and what you’d like to talk about.

Have you…
Are you interested in …

Other Resources You Might Enjoy

Blog post: Unlocking the Power of Human Marketing: Strategies for Success

Blog post: Authentic Relationships: How to Be Human in Business

Blog post: Find Your People in Business

Blog post: Empathy in Marketing

Blog post: 7Ps of Marketing – Improved for Heart-Centered Marketers

Blog post: The Humane Marketing Glossary: Humane Marketing Words we love


Podcast episode: Find Your Why Using the 17 SDGS6 Episodes about the current paradigm shift and how this relates to the 7Ps of Humane Marketing, with Penney Peirce, a respected clairvoyant empath, visionary




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