Consumers and employees alike expect companies to stand for more than just products and profits. Values-based marketing – promoting your business’s core values and purpose – isn’t just a feel-good exercise for nonprofits. It’s a powerful strategy for businesses of all types, from scrappy startups to global brands, to build trust, loyalty, and yes, even profit. The key is understanding that purpose and profit can coexist and even fuel each other.
Purpose and Profit: Two Sides of the Same Coin
There’s a growing recognition in the business world that doing good and doing well financially aren’t mutually exclusive. Larry Fink, CEO of investment giant BlackRock, famously stated that “profits are in no way inconsistent with purpose — in fact, profits and purpose are inextricably linked.”
Importantly, values-based marketing isn’t just for charitable organizations. Mainstream businesses are embracing it as well. A Harvard Business School report noted that 181 top CEOs (the Business Roundtable) affirmed a broader vision of corporate purpose beyond profit, committing to deliver value to all stakeholders
In practice, this means brands are finding that a meaningful mission can inspire innovation and strengthen their reputation – which ultimately contributes to the bottom line. Purpose gives your customers a reason to care and your business a reason to exist beyond the next quarterly earnings.
Why Today’s Consumers (and Employees) Care About Brand Values
Modern consumers don’t make decisions based solely on price or features; they also consider what a brand stands for. Recent data underscores just how much values matter in purchase decisions:
- Consumers buy on beliefs: According to the 2023 Edelman Trust Barometer, 63% of people say they buy or advocate for brands based on their beliefs and values. In other words, a strong majority will support brands that align with causes they care about – and conversely avoid those that don’t. Similarly, Nielsen reports that over half of U.S. consumers (about 52%) actively purchase from brands that support social or environmental causes important to them
- Loyalty and trust are at stake: Purpose-driven brands earn deeper loyalty. Nearly 8 in 10 Americans say they are more loyal to brands with a purpose than to traditional brands These consumers aren’t just casually interested – they’re willing to stick around longer and even become advocates. In the same study, 68% said they’d share content from purpose-driven companies with their own friends and followers, meaning your values can amplify your message through word-of-mouth. On the flip side, failing to live up to professed values can hurt. Over half of consumers (55%) feel brands aren’t making true progress on the social causes they talk about, and 54% have reduced or stopped buying from companies they believe missed the mark on important issues. The takeaway: authenticity and follow-through are crucial (more on that below).
- Younger generations demand purpose: Millennials and Gen Z, in particular, expect brands to walk the talk on values. Roughly two-thirds of Gen Z (64%) and Millennials (63%) worldwide are willing to pay more for products and services from companies that are environmentally and socially responsible. In fact, about one in four of these younger consumers has outright boycotted or cut ties with a brand because of its behavior or stance on societal issues. These rising generations have strong BS-meters – they can tell when a brand’s “purpose” is just for show, but they’ll enthusiastically support those that genuinely reflect their values.
- Employees want values too: It’s not just customers – employees care about your company’s ethos. Internal marketing and culture play a role in your brand’s authenticity. 70% of employees say it’s important to them to work for a business with a clear purpose. When team members believe in the mission, they become ambassadors for your brand, which in turn reinforces an authentic image to the public. (On the flip side, a disengaged workforce will make it hard to present a genuine front to customers.)
All of this means that baking your values into your branding and communications is now a must-have, not a nice-to-have. Brands that ignore this shift risk appearing out of touch at best – and untrustworthy at worst – to a values-conscious public.
Authenticity or Nothing: Avoiding the “Purpose-Washing” Trap
Simply broadcasting a mission statement or running a one-time cause campaign won’t cut it anymore. Audiences are quick to sense when values messaging is superficial. The rise of terms like “purpose-washing” shows how marketing without action can damage trust.
To avoid this, back your words with consistent actions. If your brand promotes sustainability, show it through things like reduced packaging or ethical sourcing. Brands like Patagonia earned credibility by making their values a core part of how they operate—not just a campaign. As one marketing expert put it, values should feel “like an integral part of the brand, not a one-off” project. Consistency over time is key.
Next, be transparent. People don’t expect you to be perfect, but they do expect honesty. Whether it’s sharing your progress on inclusion or where charitable donations go, openness builds long-term trust. Nielsen’s research confirms this—consumers want brands to report real progress, not polished PR.
Also, make sure your values fit your brand. Choose causes that feel natural to your business and community. A local gear shop supporting conservation makes sense; a fast-food chain pushing a vague trending cause, not so much. If the message feels forced, your audience will feel it too.
Making Your Values Visible: Practical Tips for Authentic Marketing
So how can your business (large or small, B2C or B2B) communicate its values authentically through marketing? Below are some practical strategies to weave purpose into your promotions and brand messaging. These tips will help make your values visible at every customer touchpoint – in a way that resonates rather than rings hollow:
- Define your mission, vision, and values – then live them. Start by clearly defining what your company stands for. Your values should guide everyday decisions and marketing—not just sit on your website. When your team understands the “why” behind your brand, it’s easier to create messages that feel honest and aligned. If it’s been a while, consider a brand strategy workshop to reconnect with what sets your business apart.
- Show, don’t just tell. Instead of stating your values on your About page, show them in your content. Share behind-the-scenes stories, support causes you believe in, or highlight how your team gives back. For example, if your brand values education, post how-to articles or host workshops. Consistent value-driven content helps your audience see what your brand stands for in action—not just in words. As we discussed in “The Importance of Content in Social Media Marketing,” posting content that reflects your mission allows your brand’s personality and principles to shine through in a tangible way (far more than a static mission statement)
- Craft authentic brand stories. Stories rooted in values build stronger connections. Whether it’s your founder’s origin story or a customer success highlight, real stories show purpose. With 90% of consumers saying authenticity matters when choosing brands, storytelling can be more powerful than any tagline. Even small businesses can tap into this—like a coffee shop spotlighting its fair-trade farmers to reinforce its commitment to ethical sourcing.
- Engage your audience in your mission. Values-based marketing works better when people are part of it. You can invite customers to participate by launching give-back challenges, asking them to vote on charitable efforts, or rewarding community involvement. Programs like TOMS’ One-for-One built loyalty by turning purchases into shared impact. Even small events—like sponsoring a local cleanup—can give customers a reason to connect with your purpose.
- Be consistent across all channels. Make sure your values come through everywhere—your website, ads, social content, customer service, and in-person experiences. Mixed messages break trust. If inclusion is a value, it should be seen in your visuals, team, and customer interactions. Create brand guidelines with clear examples, and train your team to carry those values in every touchpoint. Consistency builds recognition and trust over time.
Even small businesses can stand out by leading with purpose. You don’t need a massive budget—just a clear mission and the willingness to act on it. Smaller teams often move faster, making it easier to carve out a values-driven niche. Use that agility to stand for something meaningful.
Purpose as a Path to Long-Term Success
Values-based marketing helps businesses grow while making a positive impact. When a brand clearly communicates what it stands for and follows through with action, it builds stronger trust, loyalty, and long-term relationships. Customers are drawn to companies that reflect their values and reward them with support, referrals, and continued business. This approach not only supports profits but also attracts the right people, opens doors for collaboration, and strengthens brand reputation—proving that purpose and business can go hand in hand.
