Leaders We Love ??: Get To Know Sarah Santacroce, Hippie turned Conscious Business Coach at Humane Marketing

Welcome to 'Leaders We Love', a series of interviews that spotlights pioneering leaders who are creating purpose-led brands with a focus on conscious marketing. My goal is to inspire brands to adopt a more positive, sustainable, impactful, accessible and inclusive approach to marketing.

This week, I am so excited to feature Sarah Santacroce , Hippie turned Conscious Business Coach for Change Agents at Humane Marketing . I'm totally in love with her work and her personality. She is such an inspiration, and I’m grateful for her participation!

What's your brand's mission, and how does it align with your personal values?

At Humane Marketing , our mission is to change the current marketing paradigm from manipulative and scarcity-based to empathic and kind, so that we have a way to market in alignment with our values and in service of business for good. It’s more than a mission, it’s a movement for Humane Marketing. It’s time for a fresh perspective, a reframe that proves that a more conscious and more humane approach to marketing is not only possible, but will guarantee more sustainable business.

Comm-unity and movements are in my DNA. I grew up in a Hippie Commune where co-living, co-learning, co-llaborating and co-nflict resolving were on the agenda every day. I've been immersed in the realms of marketing, entrepreneurship, coaching, online business creation, and strategy for more than 15 years. Since 2010, I've been actively involved in facilitating, training, and holding space for both in-person and online groups, ranging from 1 to 100 people from all corners of the globe. My expertise extends to the 'Art of Holding Space' and 'The Art of Participatory Leadership,' ensuring a well-rounded approach. Besides a community and group programs I also offer 1-on-1 Conscious Business Coaching for forward-thinking Change Agents who want to create their life's work (and contribute to make this world a better place).

My methodology is firmly rooted in practical experiences, enriched by research and best practices. What sets my approach apart is the fusion of these pragmatic experiences with extensive inner work and a deep understanding of mindfulness, meditation, and alternative healing methods. The result is a distinctive perspective on business—one that's holistic, humane, and gentle.

How do you integrate social impact into your marketing decision-making process?

As Humane Marketers we follow the principle of the Triple Win:

• Win for the Planet
• Win for Our Clients
• Win for Ourselves

Every marketing decision I make reflects this yearning for care on all levels and is not only driven by my business goals but also my dedication to our shared humanity and to creating a better world. We pay attention to words that are humane and kind, and give the power back to our clients. Because client sovereignty is high on our priority list.

How do you educate and engage your community about your brand's mission and social impact?

I have different touch points where I share my worldview with my people: My two books, Marketing Like We’re Human and Selling Like We’re Human are a great way for new community members to get a feel of whether there’s alignment between our visions. Then there’s the Humane Marketing podcast, where I have deep conversations with fellow Changemakers as well as the Humane Marketing Circle, our community where we connect deeply and together forge a new way of marketing our businesses.

What marketing activity, campaign, or initiative have you worked on that has brought you the most joy? Why?

Our community project, the Humane Marketing Circle Expo that is actually happening this week comes to mind. Under the gentle guidance of our community facilitator Eddy, the members of our community co-created a week-long Expo with a variety of offerings The sessions are curated into four themed categories that address a spectrum of topics that engage both our left and right brain, our masculine and feminine energies, our hearts and our minds:?

• BEING?
• RELATING
• THINKING
• DOING

Co-creating an event that focuses on connection is a big milestone for our community. It nourishes and deepens existing relationships. The other reason this event brings me joy is that we are showing the way to something radically different and an example of : an Un-Summit for the holistic human, marketed in an ethical way, without a deluge of emails, offers that expire, upsells etc.

If you’re curious to learn more about the Expo, you can find all the details at link: https://hmcexpo.notion.site/. We’d love to have you!

What has been your biggest challenge in marketing a purpose-driven brand so far, and how did you overcome it?

I went through a dark night of the soul when I published my first book, ‘Marketing Like We’re Human’, then called the Gentle Marketing Revolution. Two weeks after publishing I received a Cease & Desist letter from an US lawyer, informing me that her client is threatening to sue me as she had just deposited the trademark ‘Gentle Marketing’. My plea to discuss and collaborate, as Gentle Marketers instead, were refused.?

I was in a very dark, bad place, my ideal world was shattered. Call me naive (and of course, call me a Hippie), but I really believe in a world of abundance and collaboration. So this all just didn’t make sense to me. After 3 weeks in a foggy depressed state, it occurred to me that I still had a choice: I could either invest time, energy and money into a lengthy legal procedure – or I could choose to accept what was hers according to the legal system and instead start over. Invest my energy into something positive.?

I chose the latter. And rebranded to Humane Marketing.

What new developments, trends, or technologies give you hope for the future of marketing and keep you energised?

What gives me hope is to see and hear about all the undercurrents of positive movements, such as yours, Claudia Guerreiro , that have our humanity's best interests at heart. It might seem that there is only bad news when you look out into the world, but evolution and history has shown that the old systems need to crumble before new systems can emerge. And that’s the time we are in right now. Like I say at the end of every episode of the Humane Marketing podcast: We are Changemakers before we are Marketers. Now go be the change you want to see!

A Final Word?

Thank you again, Sarah Santacroce , for sharing your insights and expertise with us. Your participation has given us valuable insights into creating a purpose-led brand. And thank you to you, my awesome reader, for joining me on this journey. Every one of us has a role to play in making the world a better place. Let's continue to learn, grow, and make a positive impact, one step at a time. ??

TL;DR

Get inspired by Sarah Santacroce , Hippie turned Conscious Business Coach at Humane Marketing . She is on a mission to change the current marketing paradigm from manipulative and scarcity-based to empathic and kind, so that we have a way to market in alignment with our values and in service of business for good. Growing up in a Hippie Commune, she brings a unique perspective to marketing, emphasising community and mindfulness. Sarah integrates social impact through the Triple Win principle, prioritising the planet, clients, and herself. She educates her community through books, podcasts, and the Humane Marketing Circle. Her most joyful marketing initiative is the Humane Marketing Circle Expo, promoting connection and ethical marketing. Her biggest challenge was overcoming trademark issues, leading to the rebranding of her movement to Humane Marketing. Sarah finds hope in positive movements and believes that change is on the horizon, encouraging us all to be Changemakers before Marketers!

Become a part of the Conscious Marketing Movement

If this edition resonated with you, the Conscious Marketing Movement could be the right fit for you! The Conscious Marketing Movement is a global online community shaping the future of marketing for a better tomorrow. We bring purpose-driven entrepreneurs and conscious marketers together to learn, connect and grow so that we can create social impact and profits. ?? More information here

That's all for today!

Whenever you're ready, there are 2 ways I can help you:

1. If you believe marketing can change and become a force for good in your business and the world, consider exploring my conscious marketing services. These services focus on building a brand that motivates and gives back, allowing you to make a difference in your community.
2. If you're all about positive impact and want to be part of an online community that brings together purpose-driven entrepreneurs and conscious marketers, this journey is for you. ?? Conscious Marketing Movement

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