September 12

Ep. 46: Humane Marketing – Kindness in Business


Reading time:  minutes 

Sarah Santacroce, Founder of the Gentle Business Revolution

Sarah Santacroce, Founder of the Gentle Business Revolution

On this episode of the Answer Your Unique Calling Podcast, I was joined by Sarah Santacroce, creator of a global movement that encourages people to bring more empathy and kindness to business and marketing. Sarah has written two books, hosts the Humane Marketing podcast, and works with heart-centered entrepreneurs to question their assumptions when it comes to marketing. I'll highlight some of the topics we covered here but definitely listen to the whole episode. Sarah shares some wonderful insights on bringing kindness into business and marketing as a spiritual entrepreneur.

How I Met Sarah

Before I dive into our conversation, let me share how I first encountered Humane Marketing and eventually met Sarah Santacroce. Her book, Marketing Like We're Human, had turned up in my Amazon suggestions in the earlier days of my business. I had been looking at a lot of marketing books and the title stood out to me. I purchased it on a whim and for some time, it sat in my stack of to-be-read books. At this time I was doing more traditional marketing, following the advice of others, and reading books on marketing. And my business was going nowhere fast. In the midst of a small emotional breakdown, I picked up Sarah's book and read it cover to cover in an afternoon. 

I immediately threw out the marketing rulebook and started doing things that felt good to me. I did Sarah's 7 part email lessons on Humane Marketing and learned about her membership community, the Humane Marketing Circle. At that time, the Circle only opened to new members a few times a year and wasn't currently open. About a week later, I got an email that the Circle had opened and immediately joined. It felt meant to be. 

Through the Circle, I met Sarah. (She hosts a 1:1 call with new members to get acquainted.) Since then, I have completely revamped my business and how I approach marketing, selling, pricing, and payment plans. 

The Birth of Humane Marketing

Sarah started her own business in 2006 during the big social media boom. During that time, lots of gurus were pushing their methods for marketing and selling on social media. (Do marketing gurus ever run out of new things to exploit?) She noticed that more and more the marketing techniques being pushed were getting less ethical. To her, it felt like manipulation and pushing people. It was also very money and profit driven which didn't align with her values as a hippie turned conscious business coach. 

Sarah found that she didn't like how marketing in this way made her feel, so she decided to chart her own course. This was the beginning of Humane Marketing, which, at the time, she called "Gentle Marketing."

The Principles of Humane Marketing

Humane marketing is about bringing empathy and kindness into business practices. It starts with a deep understanding of oneself and aligning one's values and worldview with their marketing efforts. Sarah emphasizes the importance of authenticity and vulnerability in building relationships with clients. By showing up as who you truly are, you create a space for others to do the same.

Your personal values are an important part of Humane Marketing. If a marketing technique feels counter to your values, you find a different way to get your message across. Sarah says that "people do business with people who stand for something." When you market from your values and your authenticity, people trust you more. 

Getting Started with Humane Marketing

For new entrepreneurs looking to embrace humane marketing, Sarah advises starting with self-reflection and understanding what marketing methods align with their strengths and values. It's important to consider where your ideal clients hang out and how you can reach them authentically. Sarah also suggests questioning traditional marketing assumptions and gradually transitioning into a more humane approach.

Her advice mirrors my own advice to spiritual entrepreneurs, start with what you enjoy. If you like speaking, maybe start a podcast or if you love to write, look into blogging. Find ways to authentically connect with your ideal clients that feels fun and enjoyable to you.

The Future of Humane Marketing

As the world evolves, so does the field of marketing. Sarah believes that the era of content overflow and algorithm-driven social media marketing is coming to an end. She encourages business owners to focus on building authentic relationships and finding alternative ways to connect with their audience. The future of marketing lies in creating genuine human connections and standing for something meaningful.

Humane Marketing offers a refreshing and compassionate approach to business. By embracing empathy, authenticity, and vulnerability, entrepreneurs can create meaningful connections with their audience and make a positive impact in the world. As the marketing landscape continues to evolve, it's essential to question traditional marketing assumptions and find ways to align marketing practices with personal values. By doing so, we can create a more humane and compassionate business world that serves both the individual and the collective.

Show Notes

About The Guest

Sarah Santacroce is a conscious business coach and the creator of Humane Marketing. She has over a decade of experience running a successful LinkedIn consulting business and has written two books on the topic. Sarah helps heart-centered entrepreneurs rediscover their passion and create a business that aligns with their values.


Sarah Santacroce joins Julian Crosson-Hill on The Answer Your Unique Calling Podcast to discuss humane marketing. Sarah shares her journey of disillusionment with traditional marketing techniques and how she created a more empathetic and ethical approach to marketing. She explains the difference between traditional and humane marketing, highlighting the manipulative tactics often used in the former. Sarah emphasizes the importance of authenticity, vulnerability, and emotional intelligence in business and marketing. She also discusses fair pricing and the need for open conversations about money. Sarah provides practical advice for new entrepreneurs looking to implement humane marketing strategies, such as focusing on their strengths and finding ways to connect with their ideal clients. She also shares resources, including her one-page marketing plan and book, "Marketing Like We're Human."

Key Takeaways

  • Humane marketing brings empathy, kindness, and authenticity to business and marketing.
  • Traditional marketing often relies on manipulative tactics and focuses solely on profit, while humane marketing prioritizes relationships and service.
  • Authenticity and vulnerability are vital in building trust and connecting with clients.
  • Fair pricing is about valuing your services and discussing money with clients openly.
  • New entrepreneurs should focus on their strengths and find marketing strategies that align with their values and resonate with their ideal clients.


  • "People do business with people who stand for something." - Sarah Santacroce
  • "Humane marketing is about using our emotional intelligence and bringing emotions to business." - Sarah Santacroce


Sarah' Website
The 1-Page Marketing Plan
The Humane Marketing Circle

Listen to the Episode


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