Have you ever felt stressed when looking at an advertisement? Or have commercial posts on social media triggered waves of bad mood and feelings of inadequacy? You’re not alone. Marketing does this. More specifically, certain practices that various companies have become accustomed to using in promoting their products and services. Yet there exists an alternative – trauma-informed marketing.
What is Trauma-Informed Marketing
Trauma-informed marketing is an approach to marketing that respects that people may have various traumatic experiences that fundamentally influence how they perceive and react to marketing messages. It stems from basic principles in the field of trauma-informed care in healthcare.
It consciously avoids manipulative techniques based on fear, shame, false urgency, or creating feelings of inadequacy. Instead, it builds trust through transparency, empathy, and respect for each person’s individuality.
People according to this approach are not just “target groups” or “leads,” but living beings with unique needs and ways of perceiving the world. Therefore, trauma-informed marketing chooses language and approaches that support, inspire, and provide value without activating defensive mechanisms or causing stress.
Most marketing is not trauma-informed. It doesn’t even realize trauma exists. Most marketing activities actually trigger trauma. When you combine the desperation of a salesperson to get a ‘yes’ with manipulative marketing and sales tactics with someone who struggles deeply to say ‘no’ and set boundaries… you can a constant re-triggering and re-traumatizing of people. Tad Hargrave, Marketing for Hippies
It’s about offering people choice without pressure, showing them a positive vision of the future instead of emphasizing their current problems, and communicating with them as partners on their journey toward change. Not as objects that need to be “convinced” or “broken.”
Simply put, trauma-informed marketing means communicating with awareness that many people have some traumatic experience behind them that influences their behavior and decision-making. Many of your potential customers may have sensitive points you don’t even know about.
Why should this interest you? Because the way you communicate can determine whether a customer buys or leaves. And not only that – it can influence whether they recommend you to others or form a negative opinion about you.
Trauma in Your Customers’ World
Trauma isn’t just about major life events like accidents or natural disasters. It also includes experiences like job loss, divorce, financial problems, health complications, or even chronic stress. In recent years, new types of trauma have emerged, such as pandemic, economic uncertainty, or social isolation.
Trauma is an invisible force that shapes our lives. It shapes the way we live, how we love, and how we understand the world. Gabor Maté
How Does Trauma Influence Purchasing Decisions?
People with traumatic experiences often react more strongly to certain stimuli. They may be sensitive to:
- Aggressive sales tactics (“You must decide right now.”)
- Guilt-inducing messages (“Why haven’t you decided yet?”)
- Excessive time pressure (“Offer valid only until midnight.”)
- Overly personal questions and unrealistic promises (“My services will help everyone who’s serious about it.”)
- Using fear as motivation (“Do you really want to miss this unique opportunity?”)
- Emphasizing personal failures (“Aren’t you tired of being fat and unsuccessful?”)
The brain of a traumatized person is in permanent alert mode. When it encounters a trigger, “survival mode” activates and rational decision-making shuts down. The customer may then react unexpectedly – quickly leave, be disproportionately critical, or conversely buy impulsively to get rid of unpleasant feelings.
Why Abandon Traumatizing Practices
High-pressure methods are still used in marketing mainly because they work in the short term. Potential clients can be pressured into buying. And it’s precisely unprocessed trauma that increases the effectiveness of these tools.
However, these are often one-time transactions. Customers do buy, but may later regret their decision. And they certainly won’t develop a long-term relationship with you or a sense of trust.
Service providers don’t need to trigger people’s trauma or shame to sell. I know this is contrary to most conventional marketing advice, but it’s true. Think of it this way: We can focus on what we can do for our clients as opposed to what they’re afraid of. Stephanie Bilinsky, Brandcendent
How to Do It Differently
Are you considering switching to trauma-informed marketing? Here are some tips you can try.
1. Look at Your Own Trauma
The paradox of the whole thing is that what forces us to use various high-pressure and manipulative techniques is often our own trauma. We’re afraid we won’t sell, won’t earn enough money, and others will perceive us as inadequate. So we increase pressure – on ourselves and our customers.
Therapy can lead you to look at your fears and shame with more compassionate eyes. You’ll ease the pressure and everyone involved will feel relieved.
2. Do an Audit
First, imagine yourself in the role of a customer. Then go through your website, social media, newsletters, and other tools you commonly use. Notice mentions that might bring you uncomfortable feelings.
Ask yourself:
- Am I using words that might cause stress or anxiety?
- Am I creating unnecessary time pressure?
- Do I talk more about problems than solutions?
Adjust formulations that you think might trigger traumatizing responses.
3. Create an Atmosphere of Safety and Trust
Generally speaking, the more information a person has, the safer they feel and the better they can decide. I don’t mean overwhelming potential customers with posts and emails. Rather, offering information in case they need it and want to read it. Your own website is an ideal tool for this.
For your products and services, include:
- Realistic information about what your product or service does
- References from real customers
- Details about how the service works or how the product functions
- Transparent return and complaint conditions
- Prices and payment terms
Keeping promises and deadlines also contributes to an atmosphere of safety.
4. Respect Boundaries
Customer objections or uncertainty are not reasons to intensify sales efforts. “No” can be a completely relevant and valid answer. It also makes sense to give clients enough time and not pressure them, especially if they need to think over a larger investment or discuss it with their loved ones.
5. Focus on Positives Instead of “Pain Points”
Stop exploiting your customers’ weak spots. Instead, strengthen their strong points. Appreciate your customers and the steps they’ve already taken. Ask about what’s already working and how to strengthen these experiences.
How Trauma-Informed Marketing Will Affect Your Business
You will:
Prioritize Long-term Relationships
Trauma-informed marketing may slow your first sales, but it creates stronger relationships. Customers who feel safe and respected become loyal clients and recommend you further.
Increase Loyalty and Referrals
When people feel truly heard and respected, stronger emotional bonds are created. Companies that have implemented trauma-informed marketing often experience higher rates of referrals and repeat purchases.
Reduce Conflicts and Complaints
Clear communication and respecting boundaries reduces misunderstandings. Customers are more satisfied because they get exactly what they expected.
Set Realistic Expectations
Don’t expect immediate results. Trauma-informed marketing is an investment in the long-term sustainability of your business. Changes may manifest after several months.
Marketing can be part of healing human trauma, instead of deepening it further. – Tad Hargrave, Marketing for Hippies
Trauma-informed marketing isn’t just another trend. It’s a return to the basic values of good business – respect, empathy, and authenticity. People are over saturated with aggressive advertising and manipulative tactics, and trauma-informed marketing offers a refreshing alternative. Moreover, it will differentiate you from the competition – clients will remember how they felt with you. And no advertisement can replace that.
Photo by Claudio Schwarz on Unsplash
