3 Ways to Validate Your Values-Based Marketing

A trend that’s become increasingly important to today’s consumers is the expectation that brands take a stand, exhibiting a sense of purpose not only in their messaging, but also in the way that they conduct their business. An infographic found on the  Forrester blog, “The Power Of The Values-Based Consumer – And Of Authentic Brand Values,” by Jim Nail, offers data on the impact that purpose has on brands: “37% of values-driven firms report double-digit year-on-year revenue growth, vs. 32% of companies overall,” according to the data, showing that purpose is more than goodwill—it drives bottom-line impact. 

Exhibiting values and brand purpose are often discussed in the context of the shifting expectations of younger generations, though Forrester’s data notes that consumers ages 60 and over value social responsibility and purpose, too: 52% of them. To us, it’s clear that being more consumer-based is increasingly important to both brands and consumers of all types. 

But brands must be careful in their approach to promoting or showcasing their sense of purpose, ensuring their efforts read as authentic rather than hollow. Below are three principles that organizations can follow to infuse a sense of purpose in marketing and product development, which we have identified in the work we’ve done alongside purpose-driven brands.

Keep Your Work Consistent with Your Values

Savvy consumers are able to gauge whether a brand message is genuine or simply a marketing tactic. When a brand aims to authentically exemplify its purpose and values, it must keep a coherent message consistent to those values rather than make a one-time gambit. These values must be incorporated at all levels within a business.

A great example of a brand that consistently sticks to its values through its marketing is feminine hygiene brand Libresse, which continuously stays true to the values behind the brand—an important, yet difficult task for FMCG brands. Take, for example, its high-profile “Blood Normal” campaign, made created a stir by depicting period blood to destigmatize the shame that many young women feel about their periods. 

As the first of such advertisements to feature period blood, the campaign won a Glass Lion for Change Grand Prix award at Cannes in 2018. Saba, Libresse’s brand for the Mexican market, isn’t very shy itself in its depiction of femininity. Working with Circus, one of the latest additions to the MediaMonks fold, Saba aimed to challenge convention. 

“Our client is trying to build a global platform that is breaking the rules,” says Dauquen Chabeldin, Head Creative at Circus. The campaign, titled “We Are Ready,” features women in active lifestyles—ranging from athletes to everyday women working out—who don’t feel held back from societal judgments and perceived value based on looks. “They only see how we look, and not what we do,” says a jogger at the end of the hero video, opening up a dialogue on behalf of women everywhere who feel their ambitions and accomplishments aren’t recognized under the male gaze.

Build Impact by Committing to Your Message

To keep authentic, brands must extend purpose and value beyond just marketing and incite real action. According to data from ANA and the Ad Council, “While 78% of marketers said their company has a clearly defined purpose, only 18% strongly agree that it’s part of a companywide business strategy with specific goals.” 

This commitment is critical to building trust with consumers, notes MediaMonks Founder Wesley ter Haar. Speaking from his experience serving on the Cannes Titanium Lions jury, he advises that the big idea must be conceived at a scale that makes a real impression. “Good ideas are great, but the scale of those ideas—the way you commit to them and have them have a real impact—defines a lot of what wins.”

Saba has taken its insight of combatting sexism by offering products that support women with active lifestyles, making good on the promise that women shouldn’t be held back by outdated notions of femininity—including the idea that women can’t exercise and remain active during their period.

Learn what separates the best from the rest among award-winning trends at Cannes.

Strike a Chord and Start a Dialogue with Relatability

No matter your brand purpose or value, relatability is key to opening space for dialogue and ensuring it has impact. “Saba’s campaign was made for Mexico, but once we went digital, we knew it could ultimately live anywhere,” says Pablo Miranda, Creative at Circus. “Sadly, the insight behind the campaign—that women viewed by their looks rather than their achievements—applies globally.” This became clear in the response that the campaign received on social: “Many women commented that they had had similar experiences in their own lives,” says Miranda.

Calvin Klein’s digital #ForAllEternity campaign similarly resolved to get people thinking about and reflecting on transformed gender roles. The integrated campaign defies the typical cologne messaging with storytelling that takes a multifaceted exploration of masculinity and what it means to a series of influencers. Just like Saba’s campaign features women who break convention in their hobbies and professions, the Eternity campaign portrays a range of roles that masculinity plays in the profiled men’s lives: as husbands, fathers and in their careers.

Based around a series of interviews, these stories are told in the men’s own words, making the message ring as true and authentic as possible. As a digital-first campaign that extends the reach of an original TVC, the influencers open up and invite a dialogue with viewers who engage with them each day on social media.

Purpose is more important to brands now than ever before—and it’s never been easier for consumers to scrutinize their actions under a microscope. These truths prompt brands to better exhibit and validate their values through consistent messaging and impactful action, ensuring brand purpose resonates authentically with their audience.