As a brand, it’s important to be liked, ideally by as many people as possible. But how far is too far? And is universal likability even realistic in today’s consumer markets? When it comes to company values, it might not be.
Values have always played a role in shaping a brand’s identity and helping audiences understand what a company stands for beyond its products. But in recent years, values have become more polarizing than inviting. Consumers increasingly expect brands to take a stance on social, environmental, and cultural issues, and to do so authentically. Yet, values that feel performative or reactive can backfire just as quickly.
Data showed that 82% of shoppers choose brands that align with their personal values, and that Gen Z takes this even further, saying they identify more closely with people who use the same brands they do. Many even believe that companies who don’t outwardly communicate their social or environmental commitments are either hiding something or doing nothing at all.
As new generations set higher standards for accountability, brands face a crucial question: how can you uphold your values without crossing into virtue signaling or alienating audiences?
1. Define Your Values and Uphold Them
If your company hasn’t yet established a clear set of values and ethical practices, this is the place to start. Consider:
What principles guide your decision-making beyond profit?
How do your products, partnerships, and internal policies reflect those principles?
What tangible actions or commitments can you share publicly?
But defining values isn’t enough. As consumers have made clear, they don’t want to simply read about your ethics on a corporate webpage, they want to see them in action.
Ask yourself:
How do you uphold your stated commitments?
How does your company make customers feel seen and represented through those values?
Even if it feels like a soft or symbolic exercise, visible integrity builds real trust and long-term loyalty.
2. Transparency Is Trust
In an age when marketing can often feel like smoke and mirrors, transparency is a powerful differentiator. Whether it’s publishing ingredient lists, sharing results from clinical trials, offering behind-the-scenes content, or releasing honest customer feedback, openness helps build confidence.
Consumers don’t expect perfection, they expect honesty. And brands that consistently communicate how their products are made, sourced, or tested are more likely to earn enduring credibility.
3. Take Action, Not Just Positions
Posting a message of solidarity or releasing a themed campaign isn’t enough anymore. Consumers want to see follow-through.
That means linking statements to measurable action: donations, partnerships, or policies that prove commitment. For example, if a brand claims to support sustainability, consumers expect to see reduced packaging waste, transparent supply chains, or third-party certifications.
Values should live in the operational side of your business, not just the marketing one.
4. Be Consistent, Even When It’s Inconvenient
It’s easy to stand by your values when the cultural current aligns with them. The real test comes when doing so might be unpopular or inconvenient. Consistency matters; consumers notice when a brand flips positions depending on public sentiment.
Consistency doesn’t mean rigidity, it means staying anchored in what you stand for while adapting how you express it. Brands that maintain integrity, even in tough moments, often emerge stronger and more respected in the long run.
5. Listen and Evolve
Values aren’t static. They should grow alongside your audience and reflect the realities of the world around them. Building space for feedback, through community input, surveys, or social listening, can help brands understand what matters most to their customers and adjust accordingly.
Listening also means acknowledging mistakes. Admitting when you’ve fallen short and explaining how you plan to improve goes a long way toward preserving credibility.
Final Thoughts
Today’s consumers don’t just buy products, they buy principles. They want to know that the brands they support see the same world they do, and care about the same things.
The shift toward value-driven consumption isn’t about perfection or performative activism. It’s about alignment, trust, and shared understanding. When brands communicate their values clearly, act on them consistently, and listen actively, they become partners in their customers’ worldview.
In an era of endless choice, that connection might just be the most valuable product of all.
