As you can see, we have mindful mayonnaise and honey, mindful meat and mints, mindful moving and storage, mindful financial planning and even mindful home furnishings. Some of the ways mindfulness is used in advertising as well as in other areas suggest meanings that are not representative of traditional conceptions of mindfulness. As we move forward, let’s clarify the why, what and how of mindfulness as the term is used in L2B.