Winning the Heart of the Conscious Consumer: Brand Values and the Loyalty Revolution
Living up to your brand values is not just ethically sound, it’s a strategic growth driver. What’s driving the decision on what people are buying, and who they’re buying it from, is not price or quality – but what the product and brand stands for. This is the rise of ethical consumerism, and it’s caused a revolution in customer loyalty.
Introduction
Brand loyalty isn’t what it used to be. Keeping your customers happy and support for your brand steadfast can no longer rely on catchy slogans or slick campaigns – or even differentiating on price or quality. Now, it’s what brands are doing that matters, how they live up to their responsibilities as part of our social fabric.
This isn’t just a trend – it’s a transformation. A loyalty revolution. Successful brands in this new age of conscious consumerism realise that they must clearly communicate what they stand for – and back it up with action. Growth strategies based on values are fast-becoming the key factor for competitive advantage.
A quick definition of brand values, and their link to loyalty
A company’s values, in brief, are the way that brands are able to publicly state what matters to them, what they stand for beyond making a profit. And now, it’s not enough to say “We want to make lives better with our product” – brands are expected to go further than that, and set out how they will help to address the world’s most pressing problems. So, if a brand has sustainability as a value, then (beyond making their manufacturing processes zero waste or carbon neutral, for example) they should be clearly demonstrating how they are contributing to the wider problem – such as investing profits into research and development for clean energy. (A good place to start for any company is aligning itself with one or more of the UN’s Sustainable Development Goals.)
Values, then, encompass the core principles and beliefs that a company stands for, which could be global (sustainable economic growth), focused on their industry (inclusivity and transparency), or hyper-local (community engagement and prosperity). But it’s how they are lived up to that really matters.
The distinction between performative messaging and genuinely embedded values is crucial. Brands like Patagonia and Ben & Jerry’s exemplify this by integrating their values into their operations, not just their marketing campaigns.
As to how this translates to growing and retaining your segment of the market, well, authentic brand values contribute to customer loyalty through:
Emotional connection: In an over-saturated market, it’s harder and harder to forge a lasting relationship with customers, but there is a strong emotional pull when affinity is felt. Consumers are far more likely to remain loyal to brands that reflect their identity and personal values.
Trust and consistency: Another essential element in standing out in the sea of brands is being trustworthy – showing authenticity and providing genuine benefit. Consistently demonstrating commitment to stated values builds long-term credibility.
Community and belonging: We all need to belong, and one of the most grounding and powerful things that draws people together is a sense of shared purpose and like-mindedness. A sense of community among consumers creates a cultural connection with the brand based on those common values.
How the consumer mindset has shifted
“Demonstrating a conscience and a shared purpose is now the deciding factor for choosing and remaining with brands.”
For the best part of the last 10 years, consumer attitudes have been changing to embrace a more responsible, ethical mindset. In 2017, a report from Cone Communications ‘found that 94% of Gen Zers and 87% of Millennials believe that companies should address urgent social and environmental issues’, and in 2021, the World Economic Forum reported that across the 25 countries surveyed in Ipsos’s Global Trends, 63% of respondents said it was ‘more important to them that companies do their best to fight climate change than pay the right amount of tax.’
Demonstrating a conscience and a shared purpose is now the deciding factor for choosing and remaining with brands.
57% of consumers are more loyal to brands that align with their values (Deloitte's 2024 Consumer Loyalty Survey).
Trust is now a top buying consideration, even over price in some demographics (Edelman Trust Barometer 2024).
Customers now want to feel like members, not just consumers: 97% of people are more loyal to brands that listen to them (FSC ‘Finding Your Tribe’ White Paper).
The growing emphasis on brand values stems from deeper cultural shifts. From the climate crisis and Covid-19 to the MeToo and BLM movements, people are aligning their spending with their beliefs.
Our own research showed that 60% of consumers want brands to speak out on social issues, while purpose-led brands like Dove, Ben & Jerry’s, and Patagonia continue to see growth that outpaces their less purpose-driven peers. In fact, Kantar’s Purpose 2020 study found that purpose-driven brands increased in value by 175% over 12 years, 2.5 times more than others.
But values can’t be an afterthought. A decade ago, brand values were buried deep in a website. Today, they need to be front and centre – reflected in actions, partnerships, and platforms.
How to turn words into actions (and actions into advantage)
Moreover, brands must navigate the risks of ‘values-washing’ or superficial commitments. Consumers are increasingly adept at detecting insincerity. To remain true to their word – to ensure authenticity – brands should:
Align values with tangible actions across all operations.
Ensure employees are engaged and trained to uphold these values.
Be prepared to uphold values even when faced with challenges or criticism.
To make sure customers know that brands are living by their values, strategic marketing is absolutely key. For example, a properly-researched editorial content strategy will enable:
The sharing of value-driven stories through blogs, social media, and video.
Community engagement through interactive platforms and campaigns.
A ‘show, don’t tell’ approach of communicating authenticity via employee voices, customer testimonials, and behind-the-scenes content.
Brands like Sephora have succeeded by turning content into connection. Their Beauty Insider platform allows millions to share tips and reviews, amplifying authentic voices and reinforcing their brand values around diversity and empowerment.
To make this really work, brands need to move beyond polished PR and start creating content ecosystems that reflect – and evolve with – their community's values.
“Purpose-driven brands are positioned to cultivate deeper customer relationships, attract top talent, and sustainably grow in an increasingly values-conscious market.”
The bottom line: values as a growth strategy
Embracing and authentically communicating brand values is not just ethically sound – it’s a strategic driver of growth. Purpose-driven brands are positioned to cultivate deeper customer relationships, attract top talent, and sustainably grow in an increasingly values-conscious market.
Values-based growth strategies offer more than just warm and fuzzy brand perception – they translate directly into competitive advantage.
A clear sense of mission and meaning allows purpose-driven brands to command customer preference, even at higher price points. And they’re more resilient too: brands that align with a strong social or environmental purpose experience faster recovery during downturns, and greater long-term loyalty – even when they make mistakes. This is because their communities are more forgiving and invested, viewing the brand as a movement rather than just a merchant.
At a time when consumer trust continues to decline, brands who have placed values at the heart of their strategies stand out not just for what they sell, but for why they exist. Can you afford not to do the same?
Future Strategy Club (FSC) is an independent creative agency that uses a unique model to deliver exceptional work for corporates and startups.
Get in touch to find out why our values, approach and commitment to our clients makes us the creative partner you are looking for in a constantly changing world: hello@futurestrategy.club.
