Photo by Joshua Rawson-Harris on UnsplashCompanies market their products. They market the customer benefits.

They rarely talk about their deeply held values, as if that’s not relevant or interesting. But younger parts of our population are placing more importance on the company that stands behind their products.

We older folks do that, too, by the way. We just don’t tend to be quite as vocal about it.

When an entire world of products and services are available to you at a moment’s notice, how are you supposed to make purchase decisions? When you have no attachment to the providers, many people will pick the lowest cost option. They might be satisfied, or not, but there’s little loyalty involved.

I assume that you want loyal customers.

The question is whether people incorporate your company’s values into their decisions to purchase your products. The answer is yes when:

  • They sense a deeper alignment to your values – “you speak my language”
  • They want to see you succeed – “you’re the good guys”
  • They don’t have other powerful factors – “all products are pretty much the same”

The question remains, though: How actively should you promote your company’s values to your target market?

If you’re not proud of your values, then you shouldn’t. Instead, you should work on changing them.

But if you want the world to know that you’re a great company, then by all means be honest and transparent in your marketing. Otherwise, your competition will paint the picture for you, and they’re probably not going to do what you’d like.

Just don’t be dishonest and devious. We’ve all learned how to sense that from a mile away.

This article was first published in InnovatioNews.