At times it can be difficult to keep up with all the new marketing trends, but there’s one trend that continues to grow and it’s worth keeping up with. Social values-based marketing is not a trend that will be here today and gone tomorrow.

As we progress toward the future, marketing that provides meaning and touches on the beliefs and concerns of consumers is going to outlast many of the other so-called hot trends of today. Intelligent, forward-thinking consumers are no longer satisfied with advertisements that tickle their fancy or provide distraction. They’re actively seeking to bring more meaning into their lives and surrounding world, and this includes the processes by which they seek out businesses, services and products.

Values-based marketing exhibits social responsibility and speaks to the consumer’s social and ethical concerns.

Social Values-Based Marketing: What is it? What isn’t it?

• It Gets to the Heart of What Motivates Consumers’ Behavior. Consumers with strong social values exhibit behavior that’s manifested by those values. For example, a cosmetic company whose marketing campaign advertises no animal testing touches on the beliefs of those who are proponents of humane animal treatment.
• It’s aligned with Important Beliefs and Thoughts. Values-based marketing is in line with consumers’ thoughts and beliefs. As a result, when the consumer purchases from the company, he or she feels supported on a social values level.
• It Facilitates a Deeper Connection with the Brand. Consumers who find a business that supports their social values are more likely to form a connection that will promote customer loyalty.
• It ISN’T a “Company Goals First” Mindset. There are companies who consider their goals above all else, and we can all list at least a few of them. These businesses don’t promote social values, although they may attempt to pay lip service to them in their marketing campaigns.
• It ISN’T a Process that Accepts Any Means to an End. Businesses who don’t use social values-based practices will accept any means that allows them to reach their end-goal, regardless of the negative social justice or ethical impact.

Benefits & Results of Values-Based Marketing

• Improved Company Reputation. A natural result of social values-based marketing is improvement in the company’s reputation. This can be especially helpful if a mistake has been made, and the company makes a sincere effort to rectify it.
• Facilitate Consumer Contribution. When a consumer does business with a company that promotes social values, he or she feels good about the purchase. The business transaction leaves the consumer feeling that a contribution has been made.
• Can Change Consumer Behavior through Awareness. Values-based marketing has the power to increase consumer awareness about the dangers of certain products. Awareness can change consumer buying by redirecting it toward that which is socially responsible.
• Increases Customer Loyalty. The satisfaction gained from doing business that promotes social responsibility will draw a customer back to the business again.

How to Get Started

If your business has been considering a more values-based marketing approach, you can begin introducing it into your marketing campaign. To start, it’s important that you consider your brand to determine social values that are a genuine fit with your company’s missions. Consumers will know when values-based marketing isn’t authentic, and they’ll act accordingly by seeking to do business elsewhere. Invest time in determining what social values fit well, and then plan your marketing campaign accordingly to create a campaign that reaches consumers and draws them in as you both work together with common social values in mind.