Are you looking to apply a more ethical practice to your marketing strategy? Look no further than yoga! Yes, you read that correctly – yoga.

Yoga isn’t a word traditionally associated with marketing. In fact it’s not often a word associated with anything other than down dogs, tight pants, and green smoothies. But yoga is so much more than that. You can actually apply many teachings of yoga to your marketing strategy in order to position your company in an ethical light.

Yoga, as laid out in Patanjali’s Yoga Sutra, yoga is an eight-limbed path. The first two limbs of yoga, the Yamas and Niyamas, form a moral code of conduct and an ethical guide to living. The Yamas are the don’ts; the Niyamas are the dos.

Yoga Journal defines the first limb, or the Yamas, as the “ethical standards and sense of integrity, focusing on our behavior and how we conduct ourselves in life.” In English: Treat others the same way you would treat yourself.

So what are these Yamas? I’m glad you asked.


Ahimsa: Non-violence

Keep judgment, criticism or anger out of your business decisions and approach your marketing strategy with rationale. Understand that each client you work with, each customer you target, is a person – just like you and just like me. Do not cause harm just to make a buck or two.


Satya: Truthfulness

It may seem intuitive, but approach your marketing strategy from a position of truth. Do not use lies or deceit to meet goals.


Asteya: Non-stealing

Do not use another person’s ideas or words without their permission. Do not exploit others for your own gain or the success of your company.


Brahmacharya: Non-excess

While Brahmacharya traditionally refers to celibacy, in a more modern study we can take it to mean the sustaining of energy. Look to build a marketing strategy with longevity and balance.


Aparigraha: Non-greed

Do not allow your judgment to be clouded by greed. Include charity or volunteerism into your marketing strategy. You can give back to your community and help others in need while promoting your own business. To quote the Yoga Basics website “when we cling to what we have, we lose the ability to be open to receive what we need.”


While ethics can be a subjective and sometimes heated topic for business decisions, the Yamas provide a great launching point for all marketing efforts. To keep the Yamas at the forefront of your mind while building your marketing strategy, print out our Yamas infographic to keep at your desk.



Brianna Entler

Brianna is a multi-talented creative writer, content strategist and certified yoga instructor. Her extensive editorial background and devoted attention to detail results in perfectly edited pieces that effectively communicate with any audience.