Ethical Marketing for Online Businesses

If you’ve been around Bhakti Rose or Bhakti Business for a while, you’ll know that I think about ethics in business a lot. I don’t have all the answers, and I’m definitely not perfect. But I care deeply about trying to do things in a way that feels aligned with my values, with my spiritual path, and with the kind of world I want to help create.

Marketing in the online space is a bit of a minefield. There’s so much noise, so much pressure to sell more and keep upselling, and it can be hard to know where the line is between good business practice and what starts to feel a little icky. Over the years, I’ve often had to reflect: How do I want to show up in this space? How can I serve with integrity and still run a business that supports my family?

This post is my attempt to share where I’ve landed so far. It’s a work in progress and I’m always learning.

Marketing Beyond Just Selling

Something I feel strongly about is that not everything we put out there has to be tied to a sale. So often in the online business world, we’re taught that every email, every post, every piece of content should move people towards buying. But in my heart, that’s not how I want to operate. Many people don’t have the financial means to buy my products and services. I try to make good quality, helpful content that is FREE a big part of all my work for this reason. 

If you’re on my email list, you’ll know that I often share stories, reflections, and teachings whether or not there’s something for sale. Sometimes I write about yoga philosophy or share a practice that’s helping me. Sometimes it’s just a piece of my own journey that I think might resonate. I believe our words can have value on their own, without always being part of a ‘sale’.

Accessibility and Inclusion

I know that the people who come into my world are at different stages financially. And because of that, I try, imperfectly but with genuine intention, to make my offerings accessible. As I just mentioned this is one reason I create a lot of free resources. Free workshops, downloads, community gatherings. When I do charge, I offer scholarships and trades where I can. I’ve had many beautiful exchanges over the years, from people offering graphic design or photography in exchange for a training.

When I do run discounts, these days it’s done in a measured way. You won’t see constant limited-time offers or panic-driven pricing. I use discounts thoughtfully, after a big event like a webinar, or during special times like Black Friday, Valentine’s Day, or Mother’s Day. And I try not to fall into the trap of endless sales that can feel manipulative or devalue the work. I learnt this by trial and error and in the early days of my online business I definitely fell into the trap of discounting too much. It took me time to work out of that one and I now do not recommend building a business on a ‘discounting’ model. 

Each Program Stands Alone

Something I’ve learned from wise mentors like Tarzan Kay is the importance of not trapping people in endless funnels. In so many online programs, you buy one thing and before you’ve even finished it, you’re told you need to buy the next. And the next. And the next. It’s like chasing a moving target.

I don’t want to do that. When I create a course or program, whether it’s Ayurveda Goddess, Bhakti Club, or my business trainings, my aim is for it to be complete in itself. I want you to feel nourished and empowered by what you’ve learned, not dependent on me for the next secret. I’m not here to keep you hooked. Of course sometimes people want to keep working with me and they buy all the things, and that’s great – but it’s not essential for my ‘client pathway’. 

Pricing with Care

I’m really conscious about pricing and again, I’m not saying I always get it perfectly right. But I think about it a lot. I stay away from inflated high-ticket pricing that doesn’t match the value of what’s on offer. I avoid over-promising on transformation. You won’t hear me claiming that I have some divine calling to sell you this or that, or that signing up for my course will definitely change your life in miraculous ways. That kind of language always makes me feel a bit uncomfortable.

And I would never want someone to invest an amount of money that feels deeply uncomfortable for them. Yes, investment stretches can be valuable, but I don’t believe in pushing people into financial decisions that create anxiety or hardship.

Real Human Connection

Another piece I try to stay mindful of is making sure people feel seen. If you’re in one of my group programs, I want you to know that I do see you. You can reach out. I don’t want anyone to feel lost in a crowd or like they’re just another number. I also make space for accountability, not as a form of pressure or guilt, but because I genuinely want you to get the most from what you’ve signed up for. Your time, energy, and money matter to me.

Ethics and Social Justice

I’ve learned a lot from watching how other leaders in this space (listed below) approach inclusivity and anti-racism in business spaces. Their honesty about not being perfect, but being willing to have the hard conversations and stay in the discomfort, has been deeply inspiring to me.

In my own spaces, I try to hold these values. I work to ensure diversity in my programs, and I’m conscious not to place the emotional labour of education on BIPOC or LGBTQI members of my community. I pay for education in this space just as I would for any professional service, and I encourage my students to do the same.

I also know that as a white woman in the wellness space, I have a responsibility to keep reflecting on my own privilege and to be open to feedback. This is part of ethical marketing too, being willing to look at where we might be unconsciously causing harm and to do better.

A Work in Progress

I’m sharing all of this not because I have it all figured out. I don’t. But I think these conversations matter. Ethical marketing is an ongoing practice of reflection, adjustment, and care. There are times I’ve looked back on a launch or a piece of content and thought, I could have done that differently. I’m learning. We’re all learning.

What I know for sure is business can be a force for good. If you’re navigating your own ethical marketing journey, please keep going and feel free to reach out to continue this conversation. 

Here are some of the women who have inspired me in this area of ethical marketing: 

Tash Corbin https://tashcorbin.com/ 

Ellie Seilern https://www.ellieseilern.com/ 

Kemi Nekvapil https://www.keminekvapil.com/ 

Tarzan Kaye https://tarzankay.com/ 

Kelly Diels https://kellydiels.com/ 

Lynne Franks https://lynnefranks.com/

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