Consumers care about brand values: how to communicate them in a winning way

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Inasmuch as inclusive marketing strategist and consultant, one of the things I constantly talk about with my clients is brand values.

Many of them want to capture a larger and more diverse customer base, but I must clarify that these efforts will not be successful or sustainable if they do not practice what they preach, because the brand values now constitute an important part of their strategy. consumer purchasing decision strategy.

Actually, HubSpot Consumer Trends Report found that 82% of consumers want to interact and purchase from brands that share their values. I’ve even found that I use my credit card as a form of activism and intentionally buy from brands whose values ​​are ones I believe in and want to reward.

My point is that, despite its importance, most brands don’t do a very good job of showcasing their values, but those that do it well do. GOOD. Read on to find some high-quality examples of brands that stand out.

How Smart Brands Demonstrate Their Values ​​to Consumers

Brand values ​​are typically developed when leaders build a brand and determine a mission, vision and/or purpose. When I work with clients on this topic, we often do so in the context of reviewing and revising their brand mission, vision, and values, to make them more inclusive.

In this episode of the Inclusion & Marketing podcast, I take an in-depth look at why values ​​are so important to building an inclusive brand, but the bottom line is that consumers care deeply about brand values ​​because it indicates whether a brand cares about the same values ​​or not. the things they do.

A recent study even revealed that ¾ of buyers I stopped buying from a brand based on a conflict of values.

So, given its importance, how can brands clearly express their values ​​and speak to customers who share the same beliefs?

My best advice is to show, not just tell. Consumers can read your mission, but those words are just empty words if you don’t show how those values ​​are lived. I recommend focusing the majority of your efforts on highlighting how your brand lives its values.

Brands that do this well do it with content on their websites and social media. Below, I’ll go over a few examples of brands that I think are doing an outstanding job of getting their values ​​across to consumers.

1. Ben & Jerry’s lives values ​​through activism.

Ice cream maker Ben & Jerry’s makes it clear from the first glance at its website that it cares about more than just selling ice cream. The brand relies heavily on activism and considers it essential to achieving its mission of linked prosperity.

From its hero image to the mention “Activism” on its Instagram profile and its playlist on TikTok, the brand clearly shows anyone who engages with its assets that it is very involved in the causes that are close to its heart. He also encourages his customers to get involved in supporting these causes as well.

Ben & Jerry’s values: human rights and dignity, social and economic justice for historically marginalized communities, and environmental protection, restoration and regeneration.

2. Patagonia lives its values ​​through large-scale giving.

Since 1985, outdoor clothing manufacturer Patagonia has committed to donating 1% of its sales to the preservation and restoration of the natural environment.

In 2022, Patagonia founder Yvon Chouinard “sold off” the company by donating his majority stake (worth millions in profits each year) to an environmental charity, true to his values ​​by touting that the planet Terre is its sole shareholder.

It also has an “Activism” section in the main navigation of its website, which highlights how it goes about achieving its mission to “Save Our Home Planet.”

Patagonia’s core values ​​are: quality, integrity, environmentalism, justice and not bound by conventions.

3. Seer Interactives lets consumers know they are a B Corp.

A B company certification is a designation that means a brand meets standards of high social and economic performance, accountability and transparency on important factors (such as promoting an inclusive, equitable and regenerative economy) related to social and environmental impact of a company.

Seer Interactive is a marketing agency that broadcasts messages around its B Corp status directly in the description of search engine results.

The brand goes further by sharing its B Corp status with a clearly visible page in the main navigation of its “About Us” page.

The brand also highlights some of the charitable work it does as part of its values ​​on its social media channels.

The values ​​of Seer Interactive: lift up others, seek the truth, and strive to be better than yesterday.

4. Home Depot and Tory Burch emphasize their support for communities.

Supporting the customer communities they serve is important to many brands.

Home Depot has a long history of investing in the Black community as part of its work to uphold its values. For example, its Retool Your School program has awarded grants to Historically Black Colleges and Universities (HBCUs) for the past 15 years.

The program is featured prominently on its brand website (pictured above) and with content on its YouTube channel (image below).

Home Depot Values: creating shareholder value, an entrepreneurial spirit, caring for our employees, respecting all people, doing the right thing, building strong relationships, giving back and providing excellent customer service.

Fashion brand Tory Burch focuses on community and support through the Tory Burch Foundation, which offers a number of programs designed to empower female entrepreneurs, including through a scholarship program, providing access to capital, education and other online resources.

On its Instagram account you will find in the description a direct link to the Tory Burch Foundation account, where you will find many details about all the work carried out by the brand.

Tory Burch’s values: empower women (expressed as a corporate objective).

5. Warby Parker has integrated the value of giving back into its business model.

If you purchase a pair of glasses from Warby Parker, a pair of glasses is distributed to someone in need. Because this aspect is at the heart of its economic model, it is a subject on which the brand does not hesitate to communicate, hence its presence on its home page.

He also clearly emphasizes this in his social media profiles, especially on Instagram, as shown in the image below.

Warby Parker values: inject fun and quirkiness into everything we do, treat others the way you want to be treated, pursue new and creative ideas, do good, act, assume positive intent, lead with integrity and learn, grow and repeat .

6. Michael Graves Design has integrated accessibility and inclusion into its product offerings.

Michael Graves Design is known as the most accessible design brand, with a goal of designing for all and improving lives, regardless of age or physical ability.

Thus, the mission and purpose of the brand is fulfilled with the actual product it produces. As such, with every product launch, collaboration and promotion, he shows how he lives his values ​​and purpose, as they are closely intertwined.

The brand itself doesn’t necessarily talk a lot about inclusion on its website and social media because consumers know it because it’s built into the product. For many, this is what attracted them to the brand in the first place.

In this interview on the Inclusion & Marketing podcast, I spoke with Ben Wintner, CEO of Michael Graves Design. During our conversation, we delve deeper into how the brand meticulously puts its values ​​into practice.

The values ​​of Michael Graves Design: delicious, determined, pioneering and extraordinary.

Tell your customers how you live your brand values

Customers won’t know what you stand for or the good you do if you don’t know it. It’s not about being performative. Rather, it’s about showcasing the positive impact you have in a way that inspires others and helps customers who share your values ​​find you.