Aligning Your Brand Strategy with the Values Economy

The experience economy is maturing into something more meaningful: the values economy. And far from being a lover of a new buzz word, the premise is actually really important when it comes to your brand strategy and marketing proposition.

Our customers, particularly those who fall into the Gen Z age group, and high-income consumers, don't choose brands solely for what they offer, they choose them for what they stand for.

That's long been the case, but now, it's far higher up the list than ever before. I admit, I've made the odd Temu purchase and my kids have been mad!

People want authentic, ethical, and sustainable experiences that resonate with their personal values. This shift presents both a challenge and a brilliant opportunity: how can your brand not just meet functional needs but also align with the values and aspirations of your audience?

Here are my 10 top tips to align your brand strategy with the values economy regardless of what industry you're in. Our kids are far more clued up than us, and are heavily influencing the decisions of their parents and grandparents too - so be ready:

1. Understand the “why” behind your brand.

Go beyond what you sell. Clarify your mission, vision, and the positive impact you want to make. Customers resonate with brands that have a clear sense of purpose and that needs to come across consistently and authentically in everything you do - especially your mission which is what you are actually doing to make that vision a reality, and live your values.

2. Listen to your audience.

Ask your customers what matters to them - and ask them regularly because it will be changing fast. Whether that's sustainability, inclusivity, or cultural authenticity? Use surveys, social media, and in-person feedback to truly understand their priorities and ensure that as a business you're agile enough to adapt to them in a meaningful way.

3. Audit your messy middle.

Look at the gap between what you say you stand for and what your audience actually experiences. Identify inconsistencies and opportunities to deliver on your promises. I call that the messy middle - it's the bit between what you do and what your customer wants where your messaging and intentions can easily get lost and confused.

4. Embed your values into actions.

Values can’t just live on your website, or worse, your boardroom wall. They need to come through in hiring, product development, marketing, and even the way you treat your suppliers. Literally across everything, by every person in every touchpoint, internally and externally.

5. Be transparent.

If you’re on a journey towards sustainability or inclusivity, say so. People value honesty over perfection. Show progress, admit challenges and take people on that journey with you because people love seeing behind the scenes progress - even the bits that don't go to plan.

6. Create situational relevance.

Understand your customers’ real-life situations and find ways to connect meaningfully. Show how your brand can solve problems that matter to them today. That might be around cost-saving or budgeting, quality of life and mental health or changing in dietary habits. Don't piggyback a topic for the sake of getting in on a trend though!

7. Make it measurable.

Set tangible goals for your values - like cutting carbon emissions by 20% or donating a percentage of profits. Those goals need to be relevant and realistic to your business, but try to attribute meaningful targets and goals to the values you have, however small they may be, size isn't everything.

8. Empower your team.

Your employees are ambassadors of your brand values. Ensure they understand and embody what you stand for in their interactions with customers. All too often you see a brand wax lyrical about their amazing values and culture, yet the leadership don't lead by example - it's shocking! If you're struggling with adoption then there's an issue - they're either not right or not being honoured by the people that have most influence so find out why.

9. Tell authentic stories.

Use storytelling to showcase how your brand lives its values. Share customer stories, behind-the-scenes actions, and community partnerships. Storytelling should be at the core of everything you do - you are the guide helping the consumer to navigate their way to a fairytale ending and avoid the baddies!

10. Be prepared to evolve.

Values evolve as society does. Keep engaging with your audience and reviewing your strategy to stay relevant in a genuine way that feels right for you and your business.

The values economy rewards brands that are brave enough to be authentic and thoughtful.

Sorting out your messy middle and aligning your strategy with what truly matters to your audience will help you stand out, resonate, and grow.

If you’d like help uncovering the opportunities hiding in your brand strategy, let’s talk — because brilliant brands grow by action, not accident.

About brand strategist Catherine Warrilow

Hi I'm Catherine Warrilow - a brand strategist, speaker, and founder of The Plot. With over 15 years’ experience helping visitor attractions, destinations, and experience brands grow, I specialise in uncovering hidden opportunities in the “messy middle” of brand strategy. My expertise in crafting actionable, audience-driven strategies that are rooted in situational relevance and authentic storytelling, make me a sought-after voice in the evolving fields brand proposition. I help brands not just show up in search, social and society, but stand out by aligning with the values and intent of your audience.