How Content Creators Can Help Brands Share Their Values

"Now more than ever, consumers want to use products and services that align with their values, causes and beliefs. In fact, 87% of consumers buy from organisations that share their own set of values. Because of this, it is essential that brands take notice of what their consumers have to say."

"Displaying brand values is no longer about writing them down and simply saying you support a cause or viewpoint. The modern consumer wants to see brand values in practice, whether that be making big value-led decisions as Pinterest has done, or collaborating with content creators to display and share their core values."

"With values underpinning the brand-consumer relationship, it is more likely they will stand the test of time, as 64% of consumers believe that shared values help to create a trusted relationship with a brand, and for Millennials, that percentage is even higher, rising to 83%."

"It is also important to consider that consumers will shun brands that present values that they don't agree with. Our Unsocial Media Report recently found that over half of Gen Z shoppers have abandoned a purchase because it didn't align with their values."

Pinterest's decision to ban weight loss ads represents a significant shift toward value-driven business practices. Modern consumers increasingly prioritize purchasing from brands that share their values, with 87% of consumers buying from organizations aligned with their beliefs. Brands must demonstrate these values through concrete actions, not merely written statements. Shared values between brands and consumers create stronger, more trusted relationships—64% of consumers believe shared values build trust, rising to 83% among Millennials. Conversely, consumers actively abandon brands whose values conflict with their own, particularly Gen Z shoppers. Authentic value alignment requires genuine commitment and can be effectively communicated through content creator partnerships. Brands that authentically embrace consumer values gain access to socially conscious audiences and build longer-lasting customer relationships.

Read at Thedrum