13. Know Yourself And Make It Count | With Adelaide Fraser

Guest Speaker: Adelaide FraserEpisode Title: Know Yourself And Make It Count | Ethical Marketing With Adelaide FraserEpisode Duration: 00:51:10Episode Release Date: 26 May 2026About This EpisodeWhat does it look like to work in marketing and refuse to compromise your integrity? Cathy Dimarchos sits down with Adelaide Fraser, purpose-driven leader, founder of Lumens Digital, and head of digital at Solutions2You, for a conversation that covers ethical marketing, conscious boundaries, the noise we create versus the messages we mean, and what it takes to truly know yourself in a world designed to distract you. Adelaide has spent over 15 years helping organisations grow with clarity, integrity, and genuine impact. This episode is for marketers, leaders, and anyone who has ever wondered if the work they do is actually making a difference.Episode Highlights[00:05:00] Why Adelaide came to marketing through data and human psychology, not creativity or trends[00:07:00] The courage to fire a client: what boundaries look like when your values are non-negotiable[00:11:00] Finding your voice as a woman in a loud room: clarity of purpose as the antidote to fear[00:15:00] Freedom is not something that just happens. You have to plan for it[00:20:00] Becoming a mother and discovering a whole new identity the day before did not exist[00:25:00] Why Adelaide works in B2B: choosing not to exploit vulnerability as a marketing strategy[00:31:00] Moving from noise to message: the evolution every conscious marketer needs to make[00:36:00] Marketing across cultures: why France, Norway, Australia, and Asia require completely different approaches[00:40:00] React versus respond: your first thought is what society put there, your second is who you are[00:47:00] Know yourself. Make it count. The two things Adelaide wants every listener to walk away withKey TakeawaysWhy knowing your why is not a one-time exercise, it is a practice you return to as life changes youHow to set boundaries in business without losing your livelihood or your integrityThe difference between making noise and sending a message, and why most marketing confuses the twoWhy your reaction belongs to society and your response belongs to youWhat conscious marketing looks like in a world that rewards volume over valueQuotes"Freedom doesn't just happen. You need to plan for freedom." — Adelaide Fraser"Your reaction is what society has been putting to you. Your response is what you are." — Adelaide Fraser"It's not about getting it right the first time. It's about acknowledging when something goes wrong and making a conscious effort to improve." — Adelaide Fraser"Know yourself. Then everything else, the whys, the message, the grace, all of that will come from there." — Adelaide FraserAbout Adelaide FraserAdelaide Fraser is a purpose-driven leader with over 15 years of experience helping organisations grow with clarity, integrity, and impact. Born in France and having lived in Norway, Spain, and Australia, she brings a global mindset to her work across business, technology, and professional services. She is known for building strong, aligned teams and for turning complex challenges into practical, human-centred solutions. Through senior leadership roles and her business, Lumens Digital, Addy supports organisations that want to do good work and do it well. A mother of two young boys, she is passionate about feminism, ethical leadership, and cutting through the noise to create real change.🔗 Adelaide Fraser on LinkedIn: https://www.linkedin.com/in/adelaidefraser/ 🔗 Cathy Dimarchos: www.cathydimarchos.com 🔗 Solutions2You: www.solutions2you.com.auSubscribe and join a growing community committed to leading with consciousness, courage, and integrity.