Why Brand Values Are No Longer Optional
New Givsly x GWI research shows values-driven purchasing has hit a tipping point - across every generation, income level, and political affiliation.
Brand values used to be a "nice to have". But that's no longer true. Our latest research, conducted in partnership with GWI, confirms what many brand leaders have sensed but struggled to quantify: values aren't a niche preference. They are a mainstream purchase driver.
Perhaps the most telling signal is that this shift is no longer confined to younger, left-leaning, or high-income consumers. Our research shows Baby Boomers displaying values-aligned purchasing intent jumped from 43% to 48% year-over-year.
The data also puts to rest another common objection: that values matter only when budgets are healthy. In periods of financial pressure, 35% of consumers say values still matter, even as they balance cost.
Other key takeaways include:
86%
of consumers say values matter when choosing brands
63%
of consumers would pay more for values-aligned brands
Explore the full breakdown of our latest research in our new infographic.
Ready to make values-based marketing a part of your strategy?
