What Values-Driven Consumers Really Want

Brands Should Skip the Gimmicks and Focus on Authenticity

About This Report
Consumers care about companies’ values, but they have varying expectations of how brands reflect these values. To navigate the polarized political and social landscape, companies need to begin with a clear understanding of their brand values, communicate with authenticity, and strike a balance between engagement, action, and restraint.

Executive Summary

Values-driven consumers care about social and political issues. They are attentive, vocal, and energized, and they have high expectations for companies they patronize. While this presents a minefield for businesses, brands can meet the challenge with authenticity, consistency, and restraint.

Key Question: How can marketers attract and keep values-driven consumers?

KEY STAT: Consumers care about brand values but have varying expectations of how companies should act on and communicate about them.

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    Table of Contents

    1. Executive Summary
    2. Values Matter to Consumers, but Their Expectations of Brands Are Complicated
    3. Values Alignment Presents a Potential Minefield for Brands
    1. The Right Way to Engage Values-Driven Consumers
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Joshua DuBois
    Co-Founder and CEO
    Interviewed April 12, 2022
    Drew Train
    Co-Founder and CEO
    Interviewed April 26, 2022
    William White
    Interviewed December 3, 2021

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    Dave Frankland


    Patty Soltis
    Tracy Tang
    Senior Researcher

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