Values vs. value: How joy can improve a brand's relationship with its consumers

Abstract

Consumers want brands to offer valuable services that spark joy. With the challenges consumers and companies have faced in the past few years, helping people come together in shared experiences of joy can result in positive, long-lasting relationships.

Creating meaningful connections

Editor’s note: Devora Rogers is chief strategy officer at Alter Agents.

Many brands ask to what extent advertising around values is more effective than traditional ad messaging. Our research shows that values matter. Our most recent study, “From Pessimism to Purpose: Strategic Consumer Insights for the Next Chapter” (registration required), found that 64% of consumers say their purchase choices are a reflection of their personality and values.

We’ve repeatedly found that most shoppers want brands to do good, treat their employees fairly, be kind to the environment and, oh by the way, not be haters. It’s also true we’re all a little beaten down from five years of a global pandemic, inflation and a polarizing political backdrop. Our “Navigating a 'divided' landscape” study found that:

Seventy-two percent say that the world is less safe today than in the past.
Sixty-eight percent believe the world is headed in the wrong direction.
Sixty-four percent indicate that most companies only care about the bottom line.

So, while values matter, consumers are stressed and the economy is looming large, with 88% saying that inflation is a major problem in the U.S. and 63% saying that the financial system is stacked against people like them. Meanwhile, shoppers are expressing uncertainty about the financial future.

Forty-three percent say their financial situation is worse than it was last year.
Seventy-five percent expect the inflation rate to increase over the next year.
Fifty percent believe that the economy is doing worse than it was a year ago.

At the end of the day, while values are critical, price (68%) and quality (63%) are the most important for shoppers in today’s economy. Value must be at the top of the list for brands and they should never lose sight of it.

Finding joy in a divided landscape: Questions for brands to consider

Most Americans are feeling high levels of pessimism and we could all use some moments of joy. If you’re a brand looking to engage your audience and considering how to best speak to your audience, there are some questions to consider.

How does your brand spark joy and how does it make consumers' lives better, easier or brighter?

This question goes beyond the traditional measures of success for a brand and touches on the emotional impact a company has on its audience. The data clearly shows that optimism is not a prevailing emotion, and many are grappling with economic concerns. In this environment, brands that offer moments of joy, relief or convenience stand out. It’s not just about having a good product, but about contributing to the well-being of your customers. Brands that can create positive, uplifting experiences will foster stronger, lasting connections with consumers who are looking for a reprieve from the stresses of everyday life.

Is your brand bringing people together in shared experiences of joy?

In a divided and polarized world, brands have the power to unite people. Our research indicates that many Americans are craving unity and connection. I wrote more about this in my article, “Is American sentiment shifting again?” where I outlined both current events and some of our past research that shows we are less divided than we might think. Take politics for example. Often, our research finds that most people are moderate, rather than the extreme right or left, leaving quite a bit of common ground on the table. Brands can play a significant role in fostering this by creating shared experiences and creating ways to celebrate what we have in common rather than what separates us. There is so much division and people are feeling alienated and there is a clear a need to bring people together, to find joy in the common human experience.

Are you prioritizing value where it matters most?

While values-driven marketing is essential, especially in building long-term brand loyalty, our research reveals that in the current economic climate, price and quality are the top priorities for shoppers. With inflation at the forefront of people’s concerns, offering fair prices and maintaining product quality are critical. This doesn’t mean abandoning brand values, but rather integrating them in ways that also meet consumers' immediate financial needs. By striking a balance between social responsibility and practical value, brands can show consumers they care about their well-being both ethically and economically.

Walking a fine line: How to foster loyalty and long-term relationships

Nothing about today’s consumer landscape is simplistic. People are juggling financial pressures and emotional fatigue, and brands must navigate a fine balance between values and value. Consumers are looking for joy, connection and relief in a world full of challenges. By taking the right action against this backdrop, brands can secure loyalty and trust, even in a divided and economically strained world. Now more than ever, the brands that uplift and support their customers, both financially and emotionally, will be the ones that thrive.