Have you ever come into contact with a piece of content online that immediately made you scroll away from it, block it, or refresh your feed? This experience online is much more common than we realize. And sometimes the reasons for such responses are not because the content is cringeworthy or boring to the user or because the user has a short-attention span. Sometimes the reason a person has a negative reaction to a piece of content is because it is harmful and triggering due to their history of trauma. Because human experience is multifaceted, it’s important for brands, marketers, and anyone who creates content (which is almost everyone these days) to be aware of the impact content has on people who’ve experienced trauma. Fortunately, trauma-informed marketing is an empathetic approach that considers these experiences, fostering trust and creating safe, supportive brand interactions. By implementing key principles from The Best Trauma-Informed Guide on the Internet, organizations can show consumers they prioritize care over clicks and use their brands to genuinely connect with consumers in a mindful way.
*The next section contains an example of an advertising campaign that may be triggering. If at anytime you feel uncomfortable, feel free to take a break and return when able. Remember, help is available should you need a therapist.*
Why Care?
Traditionally, some marketers have been a bit naughty and dare I say oblivious. Just take the example of Bloomingdale’s 2015 holiday catalogue advert. The advertisement which caused quite a stir (pun intended) and still does anytime it’s thought up, read, “Spike your best friend’s eggnog when they’re not looking.” The photo shows a white woman looking off to the side laughing while a white man looks desirably after her with the horribly insensitive copy typed between the pair. Needless to say (but I’ll say it anyway), it caused public outrage as people thought the ad encouraged the use of date rape drugs. The point is it’s not okay to spike a person’s drink with anything without their consent so it shouldn’t be advertised. Further, the ad shouldn’t have been approved to become publicly marketed in the first place.
By implementing a trauma-informed approach to your marketing, your organization has a better chance of avoiding grave errors such as this.
What is Trauma?
It’s important to understand what trauma is before striving to create a trauma-informed marketing strategy. While several definitions exist, SAMHSA describes trauma as, “an event or circumstance resulting in physical, emotional, and/or life-threatening harm.” This event or circumstance has lasting adverse effects on the individual’s functioning and mental, physical, social, emotional, and spiritual well-being. Doctor and trauma expert Dr. Bessel van der Kolk, M.D., describes trauma as “not the story of something that happened back then, but the current imprint of that pain, horror, and fear living inside [the individual].”
What is Trauma-Informed Marketing?
Borrowing principles from the concept of trauma-informed care in the healthcare industry, trauma-informed marketing acknowledges that many people have faced distressing or life-altering events that affect their perceptions and responses. Trauma informed marketing isn’t about censorship, it’s about safety. Avoiding re-traumatization and avoiding traumatizing people if they haven’t experienced trauma is the end goal. When organizations use a trauma-informed approach to create marketing, their content, campaigns, and materials become inclusive, empathetic, and sensitive to the unique experiences of consumers.
Key Principles of Trauma-Informed Marketing
While it’s impossible to know whether someone has a history of trauma or the type of trauma they’ve experienced as they interact with content, by implementing these 6 established principles by SAMHSA, organizations stay on the safe side and avoid causing harm.
The 6 Key Principles of Trauma-Informed Marketing Are:
- Safety- Craft messaging that feel secure and doesn’t inadvertently provoke anxiety. Avoid intense, fear-based tactics and focus on clear, calming language.
- Transparency and Trustworthiness- Clearly explain intentions and processes, whether it’s about data collection or what a product entails. Transparency helps build trust.
- Peer Support- By sharing relatable experiences and stories, organizations can build authentic connections with their audiences. Marketers can create spaces—whether through social media, testimonials, or community events—where people feel heard and supported by others who’ve been through similar experiences.
- Collaboration and Mutuality– Rather than presenting a one-sided narrative, organizations should aim to build partnership with their audiences. Co-create campaigns or content with customers and incorporate their feedback into brand strategies. Maintain spaces for your audience that feel safe and where everyone feels valued.
- Empowerment, Voice, and Choice– Empower your audience by offering options for how they can engage with your content and by respecting boundaries. Make sure your content is friendly for people with disabilities. Take their comments and suggestions seriously.
- Cultural, Historical, and Gender Inclusion– Be sensitive to the ways different cultural, racial, and gender backgrounds intersect with experiences of trauma. Create marketing strategies that reflect diverse perspectives, avoids stereotypes, and ensures that campaigns are inclusive and equitable.
Benefits of Trauma Informed Marketing
Trauma-informed marketing not only helps organizations build lasting relationships but also broadens brand reputation as caring and trustworthy. By respecting your audience’s boundaries and showing empathy, organizations can make their audiences feel valued, creating meaningful and positive experiences.
Here are a few benefits:
- Prevent Trauma and Re-traumatization: Being mindful of trauma triggers and sensitive messaging minimizes the risk of re-traumatization and traumatizing those who haven’t experienced trauma.
- Gain Respect, Trust, and Credibility: By demonstrating sensitivity and understanding toward trauma, your organization becomes more respected, trustworthy, and credible.
- Improved Customer Loyalty: When your organization considers people’s lived experiences, it enables your organization’s audience to become more loyal and confident in your offerings.
- Increased Engagement: Marketing strategies that are trauma-informed lead to more positive and meaningful engagement, as people feel seen and understood rather than alienated or exploited.
Taking a trauma-informed approach to your marketing not only is crucial for your organization’s reputation, but is the right thing to do. Let’s normalize making content that empathizes with people and show care over clicks. Spread the word, and share this guide with marketers you know!
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