Responsible advertising and marketing solutions platform Givsly's Values-Based Audiences presents a pathway for brands to better align their digital advertising campaigns to the values of their target consumers. The tool is especially valuable as statistics show that "over 80% of consumers align their purchase decisions with brand values – in fact, three-quarters of consumers have stopped purchasing from a brand over a conflict in values."
The Values-Based Audiences feature is informed through data from nearly 500 participating nonprofits. Key categories that businesses can utilize include sustainability, food insecurity, cancer, and housing instability. It also segments the data by donor, volunteer, frequency of donation, corporate vs. individual donors, and so on. This would hypothetically allow a CPG brand that is interested in addressing food insecurity to understand the locations of consumers who are donating or volunteering for the cause.
Image Credit: Givsly
What's Driving This Trend
- Values-aligned Marketing
- Businesses can harness the power of values-aligned marketing to build deeper connections with consumers, as more than 80% consider brand values in their purchasing decisions.
- Nonprofit-driven Consumer Insights
- Leveraging consumer insights from nonprofit data can offer brands unique perspectives on aligning their core values with target audiences.
- Data-driven Ethical Advertising
- The shift towards data-driven ethical advertising is redefining how brands connect with consumers on socially responsible issues.
Who This Affects Most
- Digital Marketing
- Digital marketing is evolving with tools that align campaigns to consumer values, offering businesses new ways to connect authentically.
- Corporate Social Responsibility
- The rise of values-based advertising underscores the growing importance of corporate social responsibility in consumer brand choices.
- Nonprofit Advocacy and Partnerships
- Nonprofits are playing a pivotal role in shaping consumer expectations as businesses explore partnerships for values-based engagement.
