"VDM is a breakthrough discipline grounded in behavioral science. It recognizes that values-what matters most to people in life-are the most powerful predictors of behavior. These values aren't just beliefs or attitudes; they're enduring motivations such as: Tradition: family, heritage, and stability Freedom: creativity and independence Achievement: success, recognition, and luxury Unlike demographics, which tell us who a person is, or psychographics, which hint at how they think, values reveal why people act."
"Why now? We're in an era of unprecedented consumer expectation and media fragmentation. Audiences are more diverse, more skeptical, and less loyal. The old metrics of age, gender, and income no longer predict behavior or belief. At the same time, campaigns now span a myriad of media channels, each demanding its own creative approach. Amid that complexity, marketers are searching for a unifying thread that can make brand storytelling feel consistent, relevant, and resonant-and that's exactly what VDM provides."
Values-Driven Marketing (VDM) aligns messaging and media targeting with core human values to predict behavior and drive measurable outcomes. VDM is grounded in behavioral science and treats values as enduring motivations such as tradition, freedom, and achievement. Values explain why people act, unlike demographics or psychographics that describe who people are or how they think. VDM offers a unifying approach across fragmented media channels by matching creative to what matters most to audiences. Campaigns that align with audience values produce higher ad preference, double-digit lifts in click-through rates, and stronger relevance, likability, and recall.
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