Why would it matter what you believe in? It matters because it influences what you do. In business, it matters because many people consider your values, what you believe in, and how you behave, before they make a purchase. A recent study found that 70% of millennials consider a company’s values before making a purchase. […]

Why would it matter what you believe in? It matters because it influences what you do. In business, it matters because many people consider your values, what you believe in, and how you behave, before they make a purchase.A recent study found that 70% of millennials consider a company’s values before making a purchase. The same survey found that 52% of the broader population consider a brand’s values before making a purchase. These findings highlight: The importance of values The likelihood that the importance of values will grow This is reflected in the title of the 2011 book by Roy Spence ‘It is not what you sell. It is what you stand for’.Of course, standing for something is not enough. For the consumer to respond to your values, they must also see your values reflected in your behaviour. Values need to be lived as well as held if they are…