Dr. David Hawkins’ “Map of Consciousness” outlines a hierarchy of human emotional states, each assigned a vibrational frequency or “level of consciousness” (LOC). Shame resides at the very bottom of this scale, with a low LOC of 20. It’s characterized by feelings of worthlessness, humiliation, and a sense of being fundamentally flawed.

How Shame Relates to Digital Marketing:

While seemingly unrelated, understanding shame’s dynamics can offer valuable insights for digital marketers.  This is important on two levels:

1. Identifying a client’s LOC when they operate at the level of shame.
2. Identifying various audiences and their POVs that clients will need to market to.

ShameBased-Client Deep-Dive

Digital marketing agencies can observe certain signs and patterns in their client interactions that might suggest underlying shame-based issues. Here’s how an agency might identify these signs, work with the client effectively, and target appropriate audiences:

Identifying a Client at the Level of Shame:

• Hyper-sensitivity to Criticism: The client may react defensively or with excessive negativity to even minor feedback or suggestions.
• Perfectionism and Fear of Failure: The client may have unrealistic expectations, be overly critical of their own work, and struggle to launch projects due to fear of not being “good enough.”
• People-Pleasing Tendencies: The client may prioritize others’ needs and opinions above their own, leading to difficulty asserting boundaries or expressing their own vision.
• Focus on External Validation: The client may be overly concerned with metrics, social approval, and comparisons to competitors, rather than focusing on the intrinsic value of their work.
• Self-Sabotaging Behaviors: The client may procrastinate, miss deadlines, or engage in other behaviors that undermine their own success, often due to a fear of visibility or success.

Working with a Shame-Based Client:

• Build Trust and Rapport: Establish a safe and supportive environment where the client feels comfortable expressing their concerns and vulnerabilities.
• Empathetic Communication: Validate the client’s feelings and experiences, while gently challenging negative self-talk and limiting beliefs.
• Focus on Strengths and Achievements: Highlight the client’s past successes and unique qualities to build confidence and self-esteem.
• Set Realistic Goals and Expectations: Break down projects into smaller, manageable steps to avoid overwhelm and promote a sense of accomplishment.
• Encourage Self-Compassion: Help the client develop self-compassion and acceptance, recognizing that mistakes and setbacks are a normal part of the learning process.

Here are 12 examples of industries that often utilize shame-based marketing tactics or operate in ways that can trigger feelings of shame in consumers:

1. Diet and Weight Loss: This industry often preys on insecurities about body image, using before-and-after photos and emphasizing “ideal” body types that are often unrealistic and unattainable.
2. Beauty and Cosmetics: Similar to the diet industry, beauty brands often promote unrealistic beauty standards, leading to feelings of inadequacy and the need to purchase products to “fix” perceived flaws.
3. Fashion: The fashion industry can perpetuate feelings of shame by promoting trends that are exclusive and inaccessible to many, leading to comparisons and feelings of being “out of style.”
4. Anti-aging Products and Services: These industries capitalize on the fear of aging, implying that wrinkles and other signs of aging are something to be ashamed of and hidden.
5. Parenting Products and Services: Parents are often bombarded with messages about the “right” way to parent, leading to feelings of guilt and shame if they don’t measure up to perceived expectations.
6. Self-Help and Personal Development: While intended to be empowering, some self-help gurus can inadvertently trigger shame by emphasizing personal failings and the need for constant self-improvement.
7. Financial Services: Marketing in this industry can sometimes imply that financial success is a measure of self-worth, leading to feelings of shame for those who are struggling financially.
8. Education: The education system can be a source of shame for students who don’t perform well academically or struggle to fit in socially.
9. Healthcare: Individuals with chronic illnesses or disabilities may experience shame due to societal stigma and a lack of understanding.
10. Social Media Platforms: Social media can create a culture of comparison and competition, leading to feelings of inadequacy and shame about one’s life, appearance, or achievements.
11. Multi-level Marketing (MLM): These businesses often rely on social pressure and can create feelings of shame for those who don’t recruit enough members or achieve high sales targets.
12. Religious Institutions: Some religious institutions may promote doctrines that instill guilt and shame about natural human desires or behaviors.

Targeting These Audiences:

• Focus on Shared Experiences: Target audiences who may be experiencing similar struggles with shame and self-doubt.
• Emphasize Empowerment and Transformation: Craft marketing messages that offer hope, encouragement, and the possibility of overcoming challenges.
• Promote Self-Acceptance and Authenticity: Encourage audiences to embrace their true selves and reject societal pressures to conform.
• Showcase relatable role models: Feature stories of individuals who have overcome shame and achieved success in their lives.
• Create a Supportive Community: Foster online spaces where individuals can connect, share their experiences, and offer each other encouragement.

ShameBased-Audience Understanding

• Audience Understanding: Recognizing that many individuals may be grappling with shame, either consciously or unconsciously, allows marketers to approach content creation with greater sensitivity and empathy.
• Messaging and Positioning: Avoid messaging that triggers feelings of inadequacy or exploits insecurities. Instead, focus on empowering and uplifting content that promotes self-acceptance and growth.
• Community Building: Foster online communities where individuals feel safe to express themselves without fear of judgment or ridicule. This encourages authentic engagement and connection.
• Ethical Considerations: Avoid manipulative marketing tactics that prey on people’s vulnerabilities or promote unrealistic beauty standards, which can exacerbate feelings of shame.
• Product Development: Consider how products or services can address the underlying needs of individuals struggling with shame. For example, a mental health app or online course focused on self-esteem building.

Specific Examples:

• Body Image and Fashion: Instead of promoting “ideal” body types, showcase diverse models and celebrate body positivity. Focus on how clothing can make people feel confident and comfortable in their own skin.
• Mental Health and Wellness: Create content that normalizes mental health struggles and encourages help-seeking behavior. Avoid language that stigmatizes or shames individuals experiencing mental health challenges.
• Financial Services: Avoid messaging that implies financial success is a measure of self-worth. Instead, focus on financial empowerment and education, helping people make informed decisions regardless of their current financial situation.

By understanding the impact of shame and its low LOC, digital marketers can create campaigns that not only resonate with their target audience but also contribute to a more positive and inclusive online environment to promote growth in this audience.