Standard marketing techniques are not trauma informed. In fact, they tend to find and exploit trauma. After all, marketing is all about finding pain points, reminding people how bad those are for them, and then selling them a solution.
Trauma informed marketing understands that a person’s trauma can impact their consumer behaviors. It’s about taking that into consideration and focusing on relationship building, trust, consent, and maintaining the target audience’s agency by prioritizing their needs and empowering them.
The LGBTQIA+ audience is one that is likely to benefit from this approach. Research shows that queer people are 25% more likely to struggle with PTSD. This guide will show step by step, how to embrace trauma informed marketing and how that will benefit this TA.
What is Trauma And Why is it so Important?
Who we become is influenced by many factors. Our genetics, family dynamics, parenting, culture, and education all play a part. So do our life experiences. The positive experiences, the things that are within our control shape us. Then there are the negative experiences, the things we can’t control. Those negative experiences, or traumas, have a deep and expansive impact on our personas, the way we process information, the way we react in any given situation, and what we need to feel safe.
Marketing is communication, and communication can aggravate trauma or it can soothe it. Today, marketing is largely used to aggravate, not soothe. Why? Because the purpose is usually to sell a product or service as the salve. This is effective, but at what cost? There’s a better way to reach customers without directly or indirectly exploiting their traumas – trauma informed marketing.
Reasons Why Trauma Informed Marketing Matters
- Awareness of Mental Health
There’s been a recent cultural shift in how we view mental health. It’s no longer a taboo subject. Now, people are more likely to be open with their struggles, and to advocate for approaches that are sensitive to mental well-being. By using a trauma-formed approach, you show that your brand values the mental health of your customers.
- Increased Brand Loyalty
