The Ethical Brand Podcast

The Ethical Brand Studio
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Hosted by Andrea Ocarina Pérez & Valentina Altamirano This is a space for anyone who’s ever cringed at marketing advice that felt manipulative or out of touch. Your hosts, Andrea and Valentina, are the team behind The Ethical Brand Studio. Valentina founded the studio in 2022 after years of experience in marketing and communications across the arts, events, and startup sectors. What began as a solo effort to approach branding differently has evolved into a global collaborative practice. Andrea joined as co-founder and Operations Lead in early 2025, bringing over 15 years of experience designing and scaling values-driven programs across education, technology, and sustainability. Together, they help conscious founders, artists, and nonprofits get clear on what they stand for, as well as amplify their impact through thoughtful brand strategy, design, websites, ad campaigns, and more. Everything is crafted to align with their values and support a more just, intentional world. In each episode, they unpack the tools, language, and assumptions behind traditional marketing. They talk about the deeper impact of how we sell things, how we show up online, and how trust is built (or broken) along the way. Expect honest conversations, thoughtful questions, and practical insights into how to do branding in a way that actually feels good. Join them as they break down common marketing practices and explore what it means to choose the ethical path, even when it’s slower, messier, or more uncertain. To learn more, visit https://theethicalbrandstudio.com or follow along on Instagram and LinkedIn @ethicalbrandstudio. theethicalbrandstudio.substack.com

Episodes

  1. 10/22/2025

    Step by Step Digital Marketing Strategies and Sales Funnels for Conscious Brands

    We close Season 1 by putting ethical marketing theory into practice. Andrea and Valentina walk through a free, step by step guide that maps real digital marketing strategies to three clear sales funnels: e-commerce, personal brands, and local service businesses. You will hear how to build awareness with content, convert with lead magnets and email, keep people engaged through community, and grow loyalty with programs that reward real impact. We cover practical examples, variations when resources are limited, and how to keep a community channel active without burning out. Download the free guide using the link in the episode description and follow along. If you want tailored support, we offer one-time strategy sessions, full funnels, audits, and workshops for conscious brands. Reach out at The Ethical Brand Studio to get started: theethicalbrandstudio.com.Follow us on Substack, Instagram, LinkedIn, YouTube, and TikTok to keep up with future episodes and conversations. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    27 min

  2. 09/03/2025

    Get Attention Without the Ick

    In this episode, Andrea and Valentina rethink what it means to earn attention in a noisy world. They talk using the three tiers of human-connection-making to earn attention: story, humor, and art. They also unpack how values-aligned influencer partnerships can build true trust, strengthen community, and turn happy customers into advocates. You’ll hear: * Practical ways to use humor, beauty, and art to spark genuine connection * Why “love brands” win long term * How to assess influencer fit through values, not hype * Simple ideas you can test this week without resorting to manipulation Follow us on Substack, Instagram, LinkedIn, YouTube, and TikTok to keep up with future episodes and conversations. Curious about working with us? Explore our services at theethicalbrandstudio.com. Thanks for listening! Comment below, share and subscribe for free to receive new posts and support our work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    21 min
  3. Niche, Diversity, and the Fine Line Between Inclusion and Exclusion

    08/21/2025

    Niche, Diversity, and the Fine Line Between Inclusion and Exclusion

    In this episode of The Ethical Brand Podcast, Andrea and Valentina switch seats and interview each other on one of the topics closest to their hearts: what diversity, cultural impact, and true inclusion mean in branding and marketing today. As Latinas in marketing, they dive into representation, stereotypes, the rise of controversy-driven campaigns, and how both big and small brands can approach inclusivity in a conscious, authentic way. They share personal stories about growing up without seeing themselves represented in media, explore why “niching down” doesn’t have to mean exclusion, and reflect on the ripple effect inclusive marketing can have on society. If you’ve ever wondered how to move beyond box-ticking diversity efforts into meaningful representation that connects with people’s real experiences, this conversation is for you. 👉 Follow us on Substack, Instagram, LinkedIn, YouTube, and TikTok to keep up with future episodes and conversations. And if you’re interested in working with us to build a more conscious brand, check out our services at theethicalbrandstudio.com. Thanks for watching! Support our work by sharing this with everyone you know This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    48 min
  4. What Is Ethical Marketing? Why We Say No to Manipulation and Urgency

    08/06/2025

    What Is Ethical Marketing? Why We Say No to Manipulation and Urgency

    In this episode of The Ethical Brand Podcast, founders Andrea and Valentina from The Ethical Brand Studio unpack what it really means to market ethically. In a world where traditional marketing often relies on fear, urgency, and manipulation, they explore how to build brands rooted in trust, honesty, and long-term relationships. From rethinking word choices to using images mindfully, they share actionable strategies for connecting with your audience without compromising your values. Subscribe for free to receive new posts and support our work. You’ll hear: * What ethical marketing actually looks like in practice * How to replace scarcity tactics with connection and empathy * Real-world examples of campaigns that use positive messages over negative ones * How to build community and long-term trust * Why transparency, language, and listening matter more than ever * What to do if you’re a marketer wanting to shift toward more ethical practices This episode is packed with practical insights and deep reflections on the human side of marketing. Whether you’re a purpose-driven business owner, marketer, or curious consumer, this conversation will challenge how you think about communication and commerce. Mentioned in the episode: * Zero-waste cosmetics campaign * Online course experiences as consumers (good vs. bad marketing) * The emotional shift in ethical marketing: how using connection, joy, love, and care can inspire action without triggering anxiety or fear * The real power of trust, clarity, and transparency in brand-building 🎧 Hosted by Andrea and Valentina from The Ethical Brand Studio Thanks for reading! Support us by sharing. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    29 min
  5. Greenwashing, Ethics, and the Real Work Behind Sustainable Brands

    07/23/2025

    Greenwashing, Ethics, and the Real Work Behind Sustainable Brands

    In this episode of The Ethical Brand Podcast, Andrea and Valentina dive into a topic that sparks both passion and confusion: greenwashing. Together, they unpack what it really means for a brand to call itself “green” or “ethical,” the difference between intentional and accidental greenwashing, and why transparency matters more than perfection. We explore how certifications can help or hurt, why some businesses struggle to live up to their values, and how small brands can share their sustainability efforts without sounding performative. This is a real conversation about integrity in business and the messy, human process of trying to do better. If this episode resonated with you, follow us for more:Substack, Instagram, and LinkedIn — we’d love to keep the conversation going. And if you’re building your own brand and want support with strategy or design, visit The Ethical Brand Studio to learn how we can help. Thanks for watching! Subscribe for free to receive new posts and support our work. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    32 min

  6. 07/09/2025

    Marketing Art: Why It's Different, and How to Do It Authentically

    The Ethical Brand Podcast | Hosted by Andrea & Valentina Marketing art isn’t like marketing a toothbrush and that’s exactly why it can feel so overwhelming for artists and cultural projects. In this episode, we explore what makes art marketing fundamentally different from traditional product or service promotion. We unpack the emotional and philosophical layers of why people connect with art, why personal storytelling matters, and how artists can begin sharing their work without sacrificing their privacy or identity. We also talk through: * Why your art already holds value—and how to reflect that in your marketing * How to build trust and connection without oversharing * Why fans are more than buyers, and how they can become true supporters * What to do when you’re introverted, shy, or don’t want to be on camera * How to approach competitor analysis without forcing comparison * Why slower, relationship-based marketing takes more patience but leads to deeper impact Whether you're a painter, musician, designer, or running a cultural project, this episode is for you. Thanks for reading! Subscribe for free. ✨ Learn more about our work and explore how we support artists and conscious brands at theethicalbrandstudio.com You can find us on Instagram, Substack, YouTube, and LinkedIn @theethicalbrandstudio. Come say hi, share your thoughts, or ask a question you’d like us to answer in a future episode. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    26 min
  7. Marketing Feels Wrong? Meet The Ethical Brand Studio

    06/26/2025

    Marketing Feels Wrong? Meet The Ethical Brand Studio

    In this honest and wide-ranging conversation, Andrea and Valentina go back to the roots of the studio and talk about why ethical branding matters, what pushed them to start this work, and how they’re trying to do things differently. Valentina shares how her discomfort with traditional marketing tactics, especially manipulation and misinformation, led her to question the industry and eventually build a studio that does things differently. From packaging tricks in the food industry to hard decisions about which clients to take on, this episode is full of real talk about what it means to market with heart and stay aligned with your values. We also unpack the word “ethical” — what it means to us, why it’s complex, and why it’s worth striving for even when perfection isn’t possible. This episode is for anyone who’s ever felt uncomfortable with the way things are marketed and wants to imagine a different way forward. 🎧 New episodes drop every other week. 🌐 Learn more at theethicalbrandstudio.com 📬 Follow us on Instagram and LinkedIn: @ethicalbrandstudio Start writing today. Use the button below to create a Substack of your own This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit theethicalbrandstudio.substack.com

    33 min
  • 7 Episodes

About

Hosted by Andrea Ocarina Pérez & Valentina Altamirano This is a space for anyone who’s ever cringed at marketing advice that felt manipulative or out of touch. Your hosts, Andrea and Valentina, are the team behind The Ethical Brand Studio. Valentina founded the studio in 2022 after years of experience in marketing and communications across the arts, events, and startup sectors. What began as a solo effort to approach branding differently has evolved into a global collaborative practice. Andrea joined as co-founder and Operations Lead in early 2025, bringing over 15 years of experience designing and scaling values-driven programs across education, technology, and sustainability. Together, they help conscious founders, artists, and nonprofits get clear on what they stand for, as well as amplify their impact through thoughtful brand strategy, design, websites, ad campaigns, and more. Everything is crafted to align with their values and support a more just, intentional world. In each episode, they unpack the tools, language, and assumptions behind traditional marketing. They talk about the deeper impact of how we sell things, how we show up online, and how trust is built (or broken) along the way. Expect honest conversations, thoughtful questions, and practical insights into how to do branding in a way that actually feels good. Join them as they break down common marketing practices and explore what it means to choose the ethical path, even when it’s slower, messier, or more uncertain. To learn more, visit https://theethicalbrandstudio.com or follow along on Instagram and LinkedIn @ethicalbrandstudio. theethicalbrandstudio.substack.com

Information

  • Creator
    The Ethical Brand Studio
  • Years Active
    2K
  • Episodes
    7
  • Rating
    Explicit
  • Copyright
    © The Ethical Brand Studio
  • Show Website
    The Ethical Brand Podcast