The Ethical Move

Marketing That Respects You: Our Partnership with The Ethical Move

Two years ago following our inception, Heartful made a pledge to The Ethical Move, joining a growing community of businesses committed to transparent, responsible and honest marketing that puts people before profits.

This partnership reinforces our commitment to treating every guest, host, and community member with the respect they deserve and ensuring we always promote ourselves in a way that is consistent with our values.

Breaking the Cycle of Manipulative Marketing

The weight has rested on the shoulders of consumers to 'vote with their wallet' and make ethical choices, but we are missing half of the equation. The Ethical Move recognises that sellers of goods and services must take responsibility for their part in the cycle of consumerism, moving away from marketing that relies on scare tactics and psychological manipulation.

Our Ethical Marketing Pledge

By partnering with The Ethical Move, Heartful has committed to their comprehensive pledge:

We Put the Person Before the Sale

We respect you and your privacy. We will help you make the best choice for your needs. This means honest pricing without hidden fees, transparent property descriptions, and genuine recommendations based on your specific requirements.

We Communicate Inclusively, Truthfully, and Clearly

We will not confuse you or hide information from you. We will help all audiences feel welcome. Our platform design and communication prioritises accessibility, clear language, and inclusive imagery that represents all travellers.

We Take Responsibility for Changing the Marketplace

We recognise the need to break the cycle of consumerism. We will continuously review our sales and marketing to ensure they benefit the common good. This aligns perfectly with Heartful's mission to promote sustainable, mindful travel choices.

Accountability and Continuous Improvement

We count on you to hold us accountable. Please connect with us if you see us not honouring our pledge. We welcome feedback when our practices don't align with our values.

What This Means for Your Heartful Experience

No Pressure Tactics: We won't use countdown timers, fake scarcity, or emotional manipulation to pressure you into bookings.

Honest Pricing: Our 7% commission rate (10% from October 2025) is clearly stated with no hidden platform fees or surprise surcharges.

Genuine Reviews: We always prioritise authentic guest experiences and feedback over gaming or review systems or incentivising positive feedback by way of 'bribes'. 

Transparent Algorithms: Our search results prioritise sustainability and accessibility features because they align with our values, not because they generate higher commissions.

Inclusive Communication: All our marketing materials, website design, and communications are created to welcome travellers of all backgrounds, abilities, and identities.

Empowering Conscious Choices

We believe the way we sell will change the world. Rather than manipulating users into quick decisions, we provide comprehensive information about properties' environmental impact, accessibility features, and community connections so you can make informed choices that align with your values.

A Movement Towards Honest Business

The ethical marketing pledge is a place to rally, to take direct action, and spread the word. It challenges assumptions, creates conversation, and connects us with others who want to break the cycle. By choosing Heartful, you support a business model that prioritses:

• Honest representation of properties and experiences
• Transparent pricing and fee structures
• Respectful treatment of all users
• Environmental and social responsibility
• Community empowerment over corporate profit

Building Trust Through Transparency

Our partnership with The Ethical Move demonstrates that sustainable, ethical business practices aren't just good for communities and the environment—they're the foundation of genuine, lasting relationships with the people we serve.

Choose Ethical Accommodation

When you book through Heartful, you're not just choosing sustainable, inclusive accommodation or experiences—you're supporting a platform committed to respectful, honest marketing that treats you as a person, not just a potential sale.

Together, we are part of the movement towards ethical marketing, something we're incredibly proud of.