Mindful branding through the intersectional lens of CALD women entrepreneurs

Current mindful branding literature predominantly focuses on large corporations, often conflating the concept with sustainability initiatives while overlooking the growing significance of culturally and linguistically diverse (CALD) women entrepreneurs in small and medium enterprises (SMEs). This study addresses this gap by investigating how CALD women entrepreneurs leverage their intersectional experiences to develop authentic mindful brands. Using an exploratory qualitative approach, this research employed yarning circles and semi-structured interviews with CALD women entrepreneurs in Greater Western Sydney. Findings demonstrate that CALD women entrepreneurs naturally embody mindful branding principles through their lived experiences rather than applying them as strategic frameworks. Cultural storytelling enables these entrepreneurs to weave heritage, family traditions, and diasporic histories into emotionally resonant brand narratives. Additionally, personal crises and transformative experiences serve as catalysts for purpose-driven brand development, creating authentic emotional connections with consumers. This research extends mindful branding theory by establishing intersectional positioning as an inherent condition for mindful branding. The study provides practical guidance for business incubators and mentorship programs, advocating for culturally sensitive frameworks that validate experience-based brand development.