Eight years of Goodness: the story behind “marketing that feels good”
Goodness Marketing turns eight this month, and it was a good opportunity to reflect on this time when I sat down with Sophie Cook of the Marple Journal recently to talk about leaving agency life, building a values-led business, and what ethical marketing looks like in real life. You can watch the chat below and read my key takeaways.
Sophie asked some really great questions - a true pro! And I loved recording in Cheshire Podcast Studio - what a brilliant space.
Here are some of the topics we covered and what I shared.
Favourite moments from the interview
Why I left agency life and chose a values-led path.
What ethical marketing looks like day to day.
Motherhood, the mental load, and designing a business that fits real life.
Moving from South Africa to the UK and how that shaped my work.
Why community beats hustle, every time.
If you only have a minute, watch the opening section where we talk about “marketing that feels good, does good and gets good results.” It sums up my approach nicely.
Why Goodness Marketing exists
Speaking to Sophie was a good opportunity to reflect back on my why. I often say I rescue good people from bad marketing. There is a lot of icky advice out there that pushes urgency, tricks and pressure. None of that sat right with me throughout my career.
My boys were nearly 2 and nearly 7 when I resigned.
I started my career in agencies over 20 years ago - first in London and then in Manchester. During this time I learned a lot, but the way I was expected to sell did not match my values, and it did not match the life I wanted with two small children.
Back in 2016, after the birth of my second son, I really questioned two things:
How I was spending my time away from my children - was I feeling fulfilled? Did it feel like it was all genuinely worth it? When I started being really honest with myself, I realised I wasn’t prepared to dedicate 40+ hours a week of time away from them doing the kind of work I was doing.
What legacy am I building? How can my work create a better world for them? I realised that I was using my marketing talents and skills to make clients and agency owners richer - not to do truly meaningful or impactful work.
The answer was clear: I had to leave. But I left slowly rather than in a blaze of glory. I freelanced, tested, learned and then set up Goodness Marketing in October 2017.
Today I help small businesses and purpose-led organisations do marketing that feels good, does good and gets good results. The work is varied and human. I still love it eight years on.
Now I can say, hand on heart, that my work is aligned with my values and fits around my life, rather than the other way around. Not all the time, of course - I’m not saying this is always easy. But it is always worth it.
What ethical marketing is, in plain English
When I ventured out on my own, I wasn’t familiar with the phrase “ethical marketing”. I just had a hunch that it must be possible to sell your stuff without selling your soul. I was grateful to be invited by Alice Karolina to join the team behind The Ethical Move back in 2020, where we had many wonderful enriching conversations about what ethical marketing means.
My definition of ethical marketing has evolved over the years, and I continue to deepen my understanding of the concept. Right now, I would describe it as follows.
Ethical marketing puts the person before the sale. It is honest, clear and respectful. That means:
Tell the truth about what your offer does and does not do.
Share prices and key details upfront.
Give people real choice and time to decide.
Sack off fake scarcity and other dishonest trickery and manipulation.
Use consent-based lists and make unsubscribing easy.
Keep promises, especially after the payment goes through.
When we sell this way, trust grows. Profit follows trust. It is not fluffy. It is simply better business.
Eight lessons from eight years
I’ve learned a lot in the past 8 years - and continue to learn all the time. Not just in terms of ethical marketing, but also in terms of running a business.
But it seems appropriate that I would give you a neat little list of 8 gold nuggets of marketing wisdom on my business birthday. Here it is.
People before platforms
Choose the channels that suit your buyers and your energy, not the latest trend or what some marketing expert tells you you “should” do.Community compounds
Find your people. The right rooms, on and offline, make the work lighter and the results better.Conversation beats coercion
In marketing, speak like a human. Treat people like humans - don’t try to trick and trap people.Strategy first
Decide your goal, audience and message. Tactics come after that.Trust drives profit
Revenue grows when buyers feel informed, respected and happy to recommend you.Sustainable pace wins
Marketing that matches your season of life is the only kind you will keep doing.Show the human
Share who you are and what you care about. Not to the point of discomfort or overstepping your boundaries. But the days of polished professionalism are behind us. We buy from people, not logos.Walk it out
Fresh air solves more marketing problems than another hour staring at a screen. This is even more effective with a dog by your side!
How my marketing services can help you
Over the past 8 years my offering has changed as both the market and I have evolved. Right now, there are four main ways I help businesses and organisations.
Done in community: The Do Crew
A friendly membership where we meet on Zoom twice a week, learn in bite-sized chunks, and get the marketing done together. Great if you are tired of good ideas sitting in a notebook or sitting through endless boring webinars that inevitably end in an upsell.
Done with me: Strategy
Clear, practical strategy built around your goals, buyers and energy. No fluff. A plan you will actually use.
Done for you: Implementation
Newsletters, blogs and other marketing doing delivered with my trusted team of freelancers.
Impact partnerships
Support for charities and purpose-led organisations that want ethical marketing at scale.
Key Takeaways
Ethical marketing builds long-term trust, not just quick wins.
Values-led business means aligning actions with purpose.
Transparency and empathy create loyal, happy clients.
Marketing can “feel good” and still be effective.
Frequently Asked Questions
What is ethical marketing?
Ethical marketing means promoting products and services honestly, transparently, and with respect for people and the planet.
Why is ethical marketing important?
It builds trust, reduces manipulation, and strengthens long-term customer relationships.
How does Goodness Marketing apply ethical marketing?
My clients and I put people first, prioritise honesty in communication, and choose strategies that feel right for clients and their audiences.
About the Author:
Karen Webber is the founder of Goodness Marketing, a values-led marketing consultant helping purpose-driven businesses and organisations grow through ethical, human-centred marketing. She is an award-winning marketing consultant.