Aligned Values Are Not a “Nice to Have”.
They’re a Purchase Filter.
New research from CivicScience, in partnership with Givsly, puts hard numbers behind what some marketers have sensed for years: 82% of U.S. adults say a company's social consciousness and kindness factor into where they shop and what they buy. That's not a niche segment. That's the market.
The ROI is real
When a brand visibly supports an issue a consumer cares about, the report finds roughly a 4-to-1 ratio of positive to negative impact on trust, loyalty, and affinity. Trust rises for 43% of consumers and loyalty rises for 39%. And yet, values are a lever most brand strategies still leave untouched.
Why this matters for media and advertising
This study digs into who's watching brand behavior, what actually moves them, and — maybe even more important — what a brand risks by saying nothing at all. If you're planning where to place your trust and loyalty bets next year, a few of the findings are critical to the conversations you’re having right now.
Get the full picture
Consumer Spotlight: Values Drive Performance breaks down the strategic case for where values belong in your strategy.
