Sharing values brings brands and customers closer (but caution Is needed)
Consumers increasingly choose brands that reflect their values. Sharing values builds loyalty, but brands must act authentically and consistently—taking a stand can attract some and alienate others
In theory, when we go shopping, we’re looking to meet a need or desire, seeking the best value for money. In practice, though, our decisions are influenced by many variables. Sharing values—that is, how much we identify with a company, or even more importantly, whether we feel unrepresented by it—has an increasing impact on our decision-making and our willingness to be loyal to brands.
So, just as you buy from companies you align with in some way, it’s likely that in recent years you’ve stopped buying from a certain brand because you disagreed with some action not directly related to price or product/service quality. I had the chance to discuss this consumer behavior during the first edition of the webinar Connecting the Dots: Talks on Growth & Loyalty, which Loymark Brazil held in April.
The event featured two special speakers: Dr. Yuping Liu-Thompkins, Marketing Professor and Director of the Loyalty Science Lab at Old Dominion University (USA), and Raquel Scodro, Cultural Insight & Strategy Specialist at The Harris Poll, a global market research firm. I’ll share some highlights from the event and other materials on the topic—which may not be new, but is certainly current.
Values, polarization, and consumption
In 2024, in the United States, 66% of consumers said they had abandoned (or reduced their consumption of) brands due to a misalignment of values (such as positions on social or political causes). This data was presented by Professor Liu-Thompkins as part of the research The Politics of Brand Loyalty, on how ideology and values impact brand loyalty.
She also explained that ideology is not synonymous with party politics, but rather refers to worldviews and stances on everyday issues that influence decision-making. So, it’s not just “others” who are ideological while we act purely rationally—global ideological polarization proves otherwise.
In the report released by Loymark at the beginning of the year, Loyalty and CX Trends 2025: The Future of Consumer Behavior, we gathered good sources on this subject. The Kantar study Navigating Confrontational Consumerism argues that societal polarization and social dynamics through digital platforms have created “confrontational consumerism”—consumers who support or boycott a brand based on value alignment.
Ethical loyalty and “doing the right thing”
The power of values also appears in the Global Customer Loyalty Index 2024 by Emarsys. What the company calls “ethical loyalty”—the alignment of values between customer and brand—reached 30% overall, with 22% of consumers more loyal to brands committed to sustainability, and 34% saying they switched brands they were loyal to because of sustainability practices—among Gen Z, this number rises to 44%.
“The Value of Values: How Leaders Can Grow Their Businesses and Enhance Their Careers by Doing the Right Thing” is a book published in 2024 by business ethics expert Daniel Aronson. He discusses these points in an article for the MIT Sloan Management Review. Aronson argues that supporting social/environmental causes or positive work environments generates value for companies and brand loyalty, through shared values.
This point about employees also appears in the Loyalty Science Lab study, where consumers judge brand values more by operational decisions and internal culture (like how they treat employees) than by public statements or political positions. And regarding the impact of “doing the right thing,” according to the 2025 Consumer Trends Index by Marigold, 49% of respondents prioritize a company’s reputation and 28% consider a brand’s ethical values.
Is Neutrality Possible?
From a loyalty perspective, sharing values with your target audience is a highly valid strategy. But, as the Loyalty Science Lab study shows, it must be very well planned, so it doesn’t come across as opportunism, and because “adopting causes” can attract some audiences while alienating others.
So, wouldn’t it be simpler to stick to good old “neutrality”? Well, no one should go out of their way to step on a banana peel, but there’s no company without business and institutional relationships—internal and external—intertwined with current issues. Plus, today, some audiences expect and demand positions from their brands on various fronts.
Based on Professor Liu-Thompkins’ presentation, here are three tips for how companies can act in these new scenarios:
Research how consumers perceive the company, understand its audience and their biases, and from there, devise the best strategy.
Evaluate whether taking a stand on certain issues is appropriate or if neutrality can reach a broader audience, avoiding backlashes.
Make real commitment to the adopted values, without marketing tactics that can be seen as opportunism (social or greenwashing are examples).
That’s it, folks! I hope you enjoyed it. Comment, send suggestions, and share ideas!
Leading Questions About Sharing Values with Customers
Why do shared values matter more in consumer decisions today?
Because consumers are influenced not just by price or quality, but by whether a brand’s principles align with their own, which directly affects loyalty and purchasing choices.
What is “ethical loyalty” and how does it impact brands?
Ethical loyalty is when customers are more loyal to brands that share their values, especially on issues like sustainability or social causes. This trend is growing, especially among younger consumers.
How do consumers judge a brand’s values?
They pay more attention to a brand’s operational decisions and internal culture, such as how employees are treated, rather than just public statements or political stances.
Is it safer for brands to remain neutral on social or ideological issues?
While neutrality may seem safe, it’s often not realistic—today’s consumers expect brands to take positions, and neutrality can be seen as avoidance or lack of authenticity.
What should brands keep in mind when sharing their values?
Brands should focus on authentic values, be consistent in actions, and be prepared for both positive and negative reactions, since taking a stand can attract some customers and repel others.
