How Marketers Can Win Over Value-Driven Consumers
Mission: Possible – Exploring the “Voice of the Consumer” Report From Censuswide
In today’s fast-paced, ever-evolving marketing world, there’s a new reality: consumers are no longer just looking for the best product at the lowest price. They’re asking deeper questions like, “Does this brand align with my values?” and “Do they practice what they preach?”
Market research consultancy, Censuswide produced some delightful research that dove deep into these shifting dynamics, showing that authenticity and values-driven marketing are more critical than ever.
Here’s what this means for marketers, and spoiler alert, it’s time to rethink some old-school strategies.
Brand Values: The New Price Tag
Move over, discounts!
Nearly half (46%) of UK consumers believe it’s important for the brands they shop with to have missions and values that align with their own.
This isn’t just about slapping the word “sustainable” on a product. Consumers are smart and increasingly sceptical. We have seen our fair share of Greenwashing in recent years and trust is at an all-time low.
57% of Millennial, and 48% of Gen Z consumers in the report stated that it is important to them that a company’s missions and values align with their own. These are your future long-term buyers, so their opinions hold weight.
What does this mean for marketers?
Your brand’s values are more than just a section on your website, they are central to how consumers see you. Whether it’s sustainability, ethical employment practices, or putting people ahead of profit, communicating these values consistently and authentically is essential.
It’s not enough to say you stand for something, you need to show it. Consumers want to see real-world actions behind your words. Do you donate a percentage of profits to environmental causes? Tell that story on your social media.
Brand Relationships: The Heart of Trust
Here’s a number that might make a few marketing managers wince: over a third (36%) of Brits try to avoid purchasing from brands whose missions or values don’t align with their own. It’s not just about the product anymore—it’s about trust.
But what happens if you slip up?
38% of consumers would stop buying from a brand after it or its leadership behaved in a way that didn’t align with their values. And 30% would even go a step further by encouraging others to stop shopping with that brand.
Ouch!
We all need to think of our relationship with consumers like a partnership. Don’t ghost them when things get tough. If there’s a PR issue or a crisis, communicate transparently and quickly.
Owning up to mistakes can increase consumer trust in the long run.
What Values Really Matter to Consumers?
While a company’s purpose is often talked about in marketing boardrooms, it’s critical to know which values matter most to your audience. According to the report, the top three values influencing purchase decisions are:
- Quality (23%)
- Environmental sustainability (18%)
- Putting people ahead of profits (13%)
It’s no surprise that quality is a leading value, but sustainability and social responsibility are no longer just “nice-to-haves.” They are now fundamental to how consumers make choices.
We, as marketers should highlight these values in our content marketing.
Whether it’s a sustainability report or an Instagram story showcasing your community efforts, be clear and consistent about how your brand lives these values.
The Convenience Trade-off: Values vs. Price
Here’s the thing: even if your brand doesn’t align with consumers’ values, they might still buy from you.
Why? For 40% of Brits, price is the reason they overlook misaligned values, while 32% said they just really like the product.
Convenience also plays a role, with 29% admitting they choose brands that don’t align with their values simply because it’s easier or necessary. This opens up an interesting challenge for marketers: how do you convince value-conscious consumers to stick with you when times get tough or budgets get tight?
Well, why not show consumers that buying from you doesn’t mean compromising their values.
For example, demonstrate how your products offer both affordability and sustainability. Show the “value” in your values.
Where Are Consumers Looking for Brand Information?
If you thought a killer TV ad was enough, think again. Nearly two-thirds (67%) of Brits actively seek out information about a brand’s values before making a purchase.
But where are they looking?
- Brand’s own website (22%)
- Social media (19%)
- Independent websites (17%)
This is where the real work happens, consumers are digging deeper, fact-checking, and hunting down whether your brand truly stands by its words.
And guess what? Almost 46% of Brits are wary of brands’ values being misleading, like greenwashing.
So, make your values easy to find. Create dedicated sections on your website and ensure your social media messaging is aligned.
Transparency will win you trust.
What Resonates with Consumers? The Power of Storytelling
When it comes to content, it’s not just the message but how you deliver it that matters.
Nearly 27% of consumers said that human stories resonated with them the most, while 25% were drawn to eye-catching visuals. Emotion, humour, and educational content followed closely behind.
As a marketer, why not tap into your creative side and use storytelling to showcase your brand’s values in action. Share real stories from your team, customers, or community, and make sure your visuals resonate with your target audience.
Authenticity, paired with creativity, wins hearts.
What’s Next for Marketers?
The Censuswide insights make it clear: modern consumers care about more than just your products, they care about your brand’s soul. And they’ll hold you accountable for it. Aligning with consumer values isn’t just a trend; it’s the future of marketing.
As marketers, it’s time to move beyond surface-level promises. Build deep, value-driven relationships with your audience, create content that resonates on a human level, and be transparent about your impact. That’s how you’ll not only survive but thrive in this era of conscious consumerism.
So, are you ready to give your brand a values makeover? The time is now, because in today’s market, your purpose is your profit.
