The Goodness Marketing story
Hi, thanks for stopping by! I’m Karen Webber and I started Goodness Marketing in 2017 to offer something different: marketing for goodness' sake.
After 15 years in marketing, I wanted (needed!) to break free from doing the kind of marketing that was at odds with my values.
I believed then and still believe now in marketing that is positive for the people on the receiving end of it, for the creators, for society and for the planet.
(Yes, it really is possible!)
I left my job as a marketing director in a marketing agency because I wanted to use my marketing powers for good.
To help the businesses with big hearts and lots of passion. People like you.
If marketing’s ever felt gross, stressful, unethical or overwhelming to you, please know you’re not alone, and it’s not your fault. We’ve been conditioned to believe there’s a set of marketing rules that need to be followed in order to be successful, but here’s the thing: these rules aren’t for you.
Like me, you have a big heart and actually genuinely care about the people who buy your stuff. You aren’t interested in manipulating anyone into buying your stuff, you don’t want to work round-the-clock, and you believe in people over profit. You’re also a bit of a rebel. I like you already!
My purpose is to be a force for good in the world.
My business is both values-driven (always has been, even before it was cool) and imperfect. That means I’m learning as I go, always trying to do better and be better.
At the moment, this is what my values look like and what you can expect when dealing with Goodness Marketing.
Good for the world. This is about honesty and integrity in marketing and business. It’s about being aware of my privilege, being an anti-racist and feminist, committed to inclusion and equity. I try to reduce my impact on the environment. I do all this as best I can because I’m far from perfect.
Good vibes. Feel-good marketing advice that’s straight-talking, no-nonsense, warm, positive and down to earth.
Good marketing advice. Most marketing advice is aimed at businesses with big budgets and teams. It’s unnecessarily complex and heavy-handed for what businesses like ours need. I believe marketing doesn’t have to be overly complicated to be effective. I take the time to understand your business and work with you to you-shaped solutions sustainable for your business. I believe in tailored simplicity: no one-size-fits-all solutions here!
Good for you. I’m here to empower you to do good marketing. I want you to feel enthused, energised, inspired, and truly seen and heard when you work with me!
I’ve taken the Anti-Racist Small Business Pledge. This is not a one-time action, but a public pledge that I am here to do the work to dismantle white supremacy in myself, my business, and the wider world forever.
I’ve taken the pledge of the ethical move, the movement for ethical marketing.
In 2023, I was included in f:Entrepreneur’s #ialso list of 100 inspiring female founders!
Maybe we can work together?
I’m not for everyone.
I’m down to earth and pragmatic, and a big believer in messy action when it comes to marketing.
Here you won’t find any “silver bullets for success”, magical one-size-fits-all marketing formulas, or any of the other marketing BS you may have heard about elsewhere. I won’t tell anyone they need a funnel, pay for ads, or make TikToks.
What I can promise you is a commitment to ethical marketing practices, good-humoured honesty, an aversion to rules and around two decades of marketing experience.
Finding what works for you (your business and you, the person) is far more important to me than doing what you “should” be doing.
I don’t do a hard sell, and if I can’t help you, I can recommend people who may be able to (I pride myself on being well connected to brilliant people who share my values.)
Born and bred near Cape Town, I’m a South AfriCAN (not a South African’t). We are resourceful and get things done.
Oh, and I should probably warn you that I’m a sweary, anti-Tory feminist.
I’m always up for collaborations, running workshops in memberships, and being a podcast guest, so get in touch and we can chat!
Writing my weekly emails is a great source of joy, so make sure you sign up!
Here are some of the other places where I hang out online: