The Humane Business Manifesto
A Declaration. A Compass. A Revolution.
It all started with the
Humane Business Manifesto...
Why I Wrote This Manifesto
Business can be a force for good. That simple belief has guided me for almost two decades as I’ve worked with changemakers, solopreneurs, and heart-centered entrepreneurs who wanted to build businesses differently.
I wrote the Humane Business Manifesto to remind us that success doesn’t have to mean manipulation, hustle, or profit at all costs. It can mean integrity. It can mean kindness. It can mean resonance with the people we serve and deep care for our planet.
This manifesto isn’t theory. It’s the foundation of my books, my podcast, my community, and my work with clients all over the world
Who I Am
I’m Sarah Santacroce — a Humane Marketer, author, and community builder.
Author of Marketing Like We’re Human, Selling Like We’re Human and Business Like We’re Human
Host of the Marketing Like We’re Human podcast
Founder of the Humane Marketing Circle
Global voice in ethical marketing & humane business practices
My work has inspired hundreds of entrepreneurs to create businesses that are aligned, sustainable, and deeply human.
The Humane Business Manifesto
A vision for a more humane way of doing business.
Is your heart pulling you to color outside the lines, and put people first?
Do you yearn to prioritize human connection while still making profit?
Heart-centered entrepreneurs long to market from a place of smart generosity. From abundance, not scarcity. From trust, meaning, purpose.
This is a revolution, pushing through the cracks of conventional business.
A Gentle Revolution.
Four Steps to Doing Business From Within
Awareness — Wake up, restore integrity, reclaim your self-expression
Permission — Give yourself permission to do things your way, to make mistakes
Knowing who you are — Own your story, your values, your gifts, your truth
Applying more of you — Let your authentic self shine through every message
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As Humane Marketers we follow
the principle of the Triple Win:
Win for the planet
Win for our clients
Win for ourselves
Besides that we are guided by the following ethics:
The Humane Business & Marketing Creed
Our shared beliefs. Our worldview.
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.
We embrace gentleness throughout our business
We treat clients, potential clients, and employees with kindness and empathy. No need to talk about ‘pain points’.
We 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 just means that we show up as who we are, in integrity.
We cultivate community
We care deeply about creating win-win-win situations. Win for the world, win for our clients, and win for ourselves.
We ensure fairness
In order to build a sustainable business, we invest in creating community, not just systems.
We make the world a better place
Everything we do aims to make this world we live in a better place: our products and services, our relationships, our communications.
We align who we are with what we do
We don’t change who we are in order to do what we do. We’re the real deal.
We aim to bring back the human connection to marketing
As much as we love technology, we always prioritize the human connection in our marketing activities.
We see marketing as a creative process
We are in our flow when we turn on our right brains and take marketing from arduous to joyful!
We approach marketing from a place of abundance
We know that there is an abundance of clients waiting for us
We are gentle visioneers
We are part visionaries, part pioneers. We are a new species of gentle Souls who re-invent marketing (and business).
Download the Creed and share what you stand for - on Social Media, your website, or wherever you want!
No opt-in, just a direct pdf download 😊
From Words to Action
The manifesto is more than a declaration — it’s a call to reimagine business.
If you resonate with these principles, here’s how you can join me in bringing them to life:
📚 Read my books: Marketing Like We’re Human, Selling Like We’re Human or Business Like We’re Human
🎧 Listen to the Humane Marketing podcast
🌱 Join the Humane Marketing Circle — a community of like-minded entrepreneurs
🎤 Invite me to speak or collaborate on your platform
Our Guiding Principles
Integrity
Integrity is everything for a Humane Marketer. It applies to every aspect of marketing, promotion and sales.
Fairness
We care deeply about our clients and offer fair solutions based on real value.
Shared Humanity
We see every human being as unique and whole. We treat our clients the way we would want to be treaded.
Sustainability
We apply an ethical and sustainable approach to marketing. We are change-makers before we are marketers!
A: A Humane or Conscious Business is one that puts humanness first: integrity, kindness, authenticity, sustainability, and community. It balances profit with purpose. It markets not by manipulation, but by human connection.
A: I, Sarah Santacroce, wrote the Humane Business Manifesto. It’s the foundation for my work, my books, my podcast, and my approach to helping solopreneurs build deeply human businesses.
A: Traditional marketing often leans on persuasion, fear, urgency, or manipulation. Humane marketing rejects those tactics and instead emphasizes integrity, storytelling, generosity, and true service.
A: The Creed is a set of shared beliefs — the worldview of humane entrepreneurs. It complements the Manifesto by naming the values we live by: fairness, community, authenticity, creative marketing, abundance, and more.
A:
Awareness – Wake up, restore integrity, reclaim self-expression
Permission – Give yourself permission to do it your way, to mess up
Knowing who you are – Own your story, gifts, values
Applying more of you – Let your full self come into your messages
A: We aim for three wins:
Win for the planet
Win for our clients
Win for ourselves
It ensures that business is regenerative, ethical, and balanced.
A: Yes — you are welcome to download, share, or quote from it (PDFs are available on the page). No opt-in required. You can display it on your site, social media, or wherever you wish, as long as you credit it.
A: Start small. Choose one principle (e.g. kindness, generosity, authentic connection) and bring it into your next communication or offer. Gradually align your operations, messaging, and values. If you want guided support, you can explore my books, programs, or join the Humane Marketing Circle.
A: Not at all. Humane marketing is for anyone who runs a business and wants to do it with integrity — from solopreneurs to larger enterprises. The core is: put humans, purpose, and planet into the heart of your business.
Are you joining us in the Humane Business Revolution?
This isn’t just my manifesto. It’s ours.
Together, we’re shifting from business as usual to business as human — humane, regenerative, and sustainable.
If these words move you, take them with you. Share them. Live them.
Because the more of us who walk this gentle path, the bigger the change we create.
👉You might also like our glossary of humane marketing words.
The 7Ps of Humane Marketing
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