"Traditional marketing's job is to create a steady stream of new customers. But it rarely, if ever, differentiates between types of customers, or the emotional states under which someone makes a purchase decision. Because traditional marketing doesn't make this distinction, it often focuses on quantity over quality. It seeks to create as many customers as possible, regardless of who they are or how you do it.

"Non-coercive marketing is about creating customers who are both aligned and empowered. An aligned customer is someone who is delighted to have done business with you. It's likely they could have purchased something similar elsewhere, but because of their interactions with your marketing, they feel a sense of connection, resonance, or even belonging, and actively choose to transact with you instead of anyone else. An empowered customer is someone whose choice to transact comes not from insecurity, but from self-trust." - Rob Hardy

Article: Non-Coercive Marketing: A Primer

Related Article: The Ethics Of Persuasion

Related Podcast: Feminist Marketing & Copy that Doesn’t Oppress with Kelly Diels