Deciphering ‘Karma Marketing’: Understanding Karma in the Practice of Marketing

“Enough” is the New More: Dr. Sirikul Laukaikul’s Vision of a Balanced Business World, Where Moderation Matters

Imagine a world where businesses aren’t always chasing for profits or mindless growth. What if the measure of “progress” or advancement was knowing when enough is truly enough?

This is the world that Dr. Sirikul Laukaikul envisions, where karma and the ethos of the sufficiency economy intertwine. In this perspective, every deed has an echo, and kind acts amplify the greater good. In other words, actions send ripples through the community, with benevolent deeds enhancing collective well-being. At its heart, this philosophy veers away from our long-standing ideas of success. Instead of constantly reaching for more, Nui prompts us to ask: ‘Do we have enough?’

Hailing from Thailand, Dr. Sirikul “Nui” Laukaikul is a distinguished brand strategist pioneering the integration of sustainable thinking with mindful marketing. As the force behind The Brandbeing Consultant and the founder of the Sustainable Brands Bangkok, a Thailand chapter, she champions “karma” in marketing – a human-centric approach grounded in responsibility, sufficiency, and deliberate actions. Her notable literary works include “Build Brand and Sufficiency Branding” and contributing to thought-provoking conversations on “the idea of ‘branding like a Buddhist’ to change corporate mindsets”. Nui believes that the key to sustainable business is changing corporate mindsets from a culture of “more” (revenue, profit, market share) – to one of “enough”?

“When we try to create more and more and more all the time, that we call greed. Anything beyond your needs is greed”, says Nui.

Dr. Nui ardently supports sustainable business and social responsibility. She believes businesses can be pivotal in sculpting a more sustainable and fair world. She introduced the Sufficiency Economy philosophy, a Thai Sustainable Development approach rooted in Buddhist teachings that emphasize moderation and its ensuing benefits, enhancing both individual and societal well-being.

According to Nui, sufficiency, as conveyed by the King of Thailand, underlines the middle path as the guiding principle for appropriate conduct in life. Key insights include:

1. On being sensible with materialism – There’s a fine line between having what you need versus over-excessively chasing after your desires
2. The impact of risk in the pursuit of far-fetched goals What will you compromise for the sake of ownership money and how does it affect your future endeavors?
3. The value of achieving interdependence – While being independent or self-reliance is good, working and trading with others is also important as a community
4. Chase your dreams while being considerateto the well-being of others – If one’s focus is solely on self-benefit, it borders on selfishness. It’s vital to consider the broader community and support them in reaching a state of sufficiency.  Learn to think about other people and try to help them achieve the sufficiency goal.
5. Above all, recognize the significance of life’s immaterial facets – Our aspirations should transcend materialism. True fulfillment can be found in aiding others. Life isn’t just about stuff; finding happiness can also come from helping others. Self-realization can be achieved by helping other people.

Dedicated to her ethos, she aids young entrepreneurs through her “พอแล้วดี The Creator” program, introducing them to the Sufficiency Economy Philosophy. Unlike conventional marketing ideologies that might incite greed and dissatisfaction, Dr. Nui proposes promoting virtues like sharing and kindness.

The essence of Karma Marketing

Take only what you need, ensuring there’s enough for everyone. Why perpetually accumulate, causing waste and excess, when balance and well-being are attainable for both individuals and the planet? It’s a bit like looking at a full plate of food and deciding to take only what you can eat, ensuring there’s enough left for everyone else. Why always be in a race to accumulate, leading to wastage and excess, when one can seek balance and well-being – both for ourselves and for the planet?

Now, think about most advertisements you’ve seen. Aren’t they almost always about getting the latest, the biggest, or the most luxurious? This endless pursuit can sometimes blind us, pushing us into a spiral of greed. And as Dr. Nui points out, such greed often leaves us dissatisfied, irritable, or even lost. But what if marketing had a different tune? What if it sang songs of sharing, creating ripples of kindness and contentment? 

That’s where the nuances of “karma marketing” come into play. Envision it as a balancing act or a cosmic equilibrium. When businesses act with genuinely good intentions, promoting sustainability and balance, the universe reciprocates with not just profits but lasting goodwill and purposeful success. Instead of always aiming to fill pockets, we’re looking at filling hearts, ensuring everyone, from the business owners to the community, has enough to lead a fulfilling life in the present time and in the future. 

Dr. Nui doesn’t ask businesses to toss profits out the window. She acknowledges that profitability is essential. But her vision is broader and more encompassing. It’s about businesses flourishing while ensuring they leave behind a world that’s richer, kinder, and more sustainable for everyone. A concept worth discussing, wouldn’t you agree?