Whether big or small, your company has the power to be kind in more ways than one. Kindness through a marketing lens looks like prioritizing your customers, clients, or members over making the final sale at times… in a perfect world, you can do both.
In celebration of World Kindness Day, kind is the four-letter word to be admired and used today. So, we are sharing four ways you can integrate kindness into your marketing strategy!
Know that Connection is at the Core
What do you feel when you walk into Trader Joe’s? Walking past the multicolored cauliflower imported straight from the farm, gliding along the artisanal aisle of pastries from A to Z, making your way to the checkout line where you are warmly greeted by Sam, the cashier in this scenario. Sam has a smile that lights up a room and makes you feel seen and welcomed. Knowing that they have greeted hundreds before you, they are intentional in asking what you plan to create with your ingredients and fresh flowers.
In this very moment, you have experienced kindness in marketing. It’s simply the culture of TJ’s that is rooted in creating a personal experience for customers, which makes them come back every week, multiple times a week, if not more.
Takeaways from TJs:
- Personalizing consumer experiences leads to high retention.
- Forming relationships through authentic communication is vital.
- Think about hand-written notes, emails, or lunch and learns.
- Give consumers your undivided attention by listening to their needs and valuing their perspectives.
“I” isn’t in Team, but it is in Volunteering
I love to volunteer; in fact, it’s how I landed my internship at Burgie MediaFusion. Now, I am their PR and marketing intern… and I love it here!
The Ohio State University volunteer opportunity in September was appropriately called The BE KIND Food Packing Event. The entire purpose of the event was to demonstrate kindness through the spirit of giving in remembrance of 9/11, while also addressing food insecurity.
Forbes says, “Non-millennials like to do business with companies that do good, too. So, it makes sense to incorporate charity and volunteer work into a marketing strategy.”
Taking the time to gather your team together for a day of service will greatly impact your marketing strategy. Volunteering brings a sense of purpose to your work, while also developing skills such as leadership and empathy. It’s a two-way street because when employees have an impact on something that matters to them, individuals and the company will reap the benefits.
Name the Human
It takes a village to keep a company moving; each person plays a pivotal role. Show that you care by “Naming the Human.” In other words, shining light on the faces behind the scenes.
Introducing the beloved keyword in marketing: storytelling. Storytelling is the bridge between empathy and purpose; tell stories that put a face to your company. Research in psychology links marketing and storytelling, showing that the human brain is naturally wired to remember narratives and stories more effectively than statistics or facts.
The “trust hormone” or oxytocin is triggered through storytelling, thereby deepening the emotional connection between the consumer and the company.
In short: humanize your brand!
- Employees: Feature regular “employee spotlights” on your blog or social platforms that share a glimpse into their lives. Mention their role, hobbies, and what brought them to your company.
- Consumers: Promote and encourage user-generated content (shareable content) of success stories. Give them the mic to share how your product or service helped them.
It can cost little to no money to shape a narrative. All you need is real, authentic human stories about your company to share with the world.
Design with Purpose
A key to showing kindness through your marketing strategy is to reflect on how your content can add value to your clients and consumers’ lives.
Burgie MediaFusion hosts Marketing Mondays once a month for existing and prospective clients. In October, attendees learned important tools to kick-start 2026 planning. This round-table symposium was filled with interactive learning, icebreakers, playbooks, and even thoughtful treats. These elements made for a memorable experience and gave light to what it looks like to invest in your audience.
Pouring wisdom and knowledge of your trade without seeking anything in return leads to an authentic and thoughtful experience. This is what sparks word-of-mouth conversations; it is a beautiful way to maintain and grow relationships.
Thought to Ponder: What would a version of “Marketing Mondays” look like for your company that you can implement?
Be K.I.N.D.
Kindness is as simple as showing a smile to a stranger, hugging a friend a little longer, or reaching out to someone who has been on your mind. In terms of your company, you can show that you care by reviewing your marketing strategy to see where drops of kindness will thrive. You will reap the benefits of adding just one of these tips to create a genuine plan that resonates with your audience.
