Let’s talk about the biggest marketing secret no one needed to gatekeep: caring is good for business. Not in a cute, inspirational-quote-on-a-poster kind of way. In a real, bottom-line, your-customers-will-actually-stick-around kind of way. This blog is about how purpose and profit don’t live in separate corners of your business plan. When done right, they fuel each other. It’s not about charity. It’s about alignment—between your values and your business model.
Why It Works
When people see a brand consistently stand for something, they remember it. Not in a fleeting, “that was a nice ad” way—but in a real, emotional, “I trust them” way. And trust is currency. According to research from Kobie Marketing, 70% of consumers say they’re more loyal to brands that share their values. That means the simple act of caring—and showing it—can be the thing that keeps a customer coming back. This is especially true in a noisy digital market, where attention is limited and trust is everything. A clear sense of purpose gives customers something to believe in—and more importantly, to believe in repeatedly.
Real Brands, Real Examples
Outdoor apparel brand Patagonia has long been recognized for its dedication to environmental sustainability. Patagonia didn’t build loyalty just by selling jackets but through initiatives like the “Don’t Buy This Jacket” campaign, Patagonia has encouraged consumers to consider the environmental impact of their purchases. This transparency and commitment have fostered a loyal customer base and set a benchmark for corporate responsibility and that level of transparency doesn’t just earn points with environmentalists. It makes everyone stop and go, “Huh. They’re actually serious.” That moment of pause? That’s brand stickiness.
Then there’s Ben & Jerry’s, who don’t shy away from using their platform to advocate for racial justice, climate action, and voting rights. These aren’t stunts—they’re extensions of what the company already believes. And their fans? They’re here for it. Their marketing has never been disconnected from their values, and that connection builds a community—not just a customer base.
But let’s bring it closer to home.
Look at Tony’s Chocolonely, a Dutch chocolate company built around a mission to make 100% slave-free chocolate the norm. They openly share supply chain challenges and publish an annual “Fair Report” to hold themselves accountable. That level of honesty not only makes people root for them—it builds real momentum toward change.
Another example is Grove Collaborative, a home essentials brand focused on sustainability. They’ve committed to becoming plastic-free and publish ongoing environmental goals on their site source. By tying business growth to social and environmental progress, Grove reinforces their credibility in every touchpoint.
Small Brands Can Do It Too
This isn’t just a playbook for companies with global reach. At The it Crowd, we work with businesses of all sizes that care deeply about their communities, teams, and customers. One local brand we supported chose to pay their team above market rates and use that value point as part of their messaging. It wasn’t loud, it wasn’t preachy but it was true. And their audience grew. Because doing good quietly is still doing good. In fact, some of the most effective values-based marketing happens in the smallest details—how a team is treated, how a product is sourced, how a client is onboarded.
You don’t need a billboard. Sometimes it’s the caption on Instagram or the thank-you note in the package that makes your audience go, “This brand gets it.” That’s where loyalty builds—not from gimmicks, but from the human moments that stick.
How to Mean It (Not Just Say It)
Doing good isn’t about building a cause campaign once a year. It’s about showing up every day with consistency:
- Support causes you believe in, not ones that “trend.”
- Tell the story behind your choices—why your products are priced fairly, why you work with certain partners, or what matters to your team.
- Treat your team well and let your audience see it.
- Keep promises. All of them.
This isn’t a checklist. It’s a mindset shift. When your team understands what you stand for, it becomes easier to align marketing, operations, and customer experience under one clear message. That alignment isn’t just efficient—it’s memorable.
And when customers notice that your story never changes, no matter the platform, the campaign, or the trend? That’s where credibility really takes hold.
No Capes Required
This isn’t about perfection. It’s not about turning your brand into a hero. It’s about being real about what you value, and making sure your marketing doesn’t forget that. You don’t have to fix the world. But you can stand for something in the way you run your business, speak to your customers, and lead your team. Real talk: People know you’re not saving the planet. They just want to know you’re trying to do business in a way that doesn’t make it worse.
Even small moves—like highlighting diverse voices on your team or partnering with a local nonprofit—can build real equity in your brand. What matters is that the action isn’t performative. It’s part of who you are.
Final Thought
Marketing with meaning isn’t fluff, it’s function. Brands that stand for something, stick. And the ones who do it consistently? They win loyalty, word-of-mouth, and long-term relevance. So go ahead—mean it. Your audience will thank you for it. And if you ever feel stuck, here’s a quick gut check: If your values were stripped from your marketing, would anything feel different? If the answer’s no—it might be time to get back to the root of what you believe in.
Because when purpose drives your message, your message goes further. It lands better. And it lasts longer.
