In his 2011 book ‘It’s not what you sell, it’s what you stand for’, Roy Spence highlights the growing importance of values to consumers. He notes that consumers look for alignment of their values and those of a brand before buying. This notation is supported by a recent survey that found that 64% of consumers actively […]

In his 2011 book ‘It’s not what you sell, it’s what you stand for’, Roy Spence highlights the growing importance of values to consumers. He notes that consumers look for alignment of their values and those of a brand before buying. This notation is supported by a recent survey that found that 64% of consumers actively sought ‘shared values’ before purchasing a brand. This does not suggest that consumers will only buy a brand if there is an alignment of their values. However, values are an important consideration, and consumers tend to prefer a brand where there is alignment.   One survey found that 66% of consumers will pay more to purchase a brand that they perceive as ‘sustainable’ over one they do not consider ‘sustainable’. Another study found that 60% of businesses surveyed believed they had successfully aligned their brand values with those of their target market. While I question the extent…