Align Your Business with What People Value Most

Consumers wield their purchasing power like navigators steering a ship, charting a course toward companies that align with their values. The 2024 Americans’ Views on Business Survey by JUST Capital illuminates this journey, revealing that fair wages, ethical leadership, and transparent communication are the guiding stars consumers follow.

The business case for aligning with these values is clear: companies excelling in Just business behaviors consistently outperform their peers. The JUST U.S. Large Cap Diversified Index (JULCD) has outperformed the Russell 1000 benchmark by 11.97% since its inception. 

Similarly, the JUST 100 Index (JUONE) tracking America’s top-ranked just companies has exceeded the Russell 1000 Equal Weighted Index by 38.4% over the same period. Moreover, companies leading in corporate stakeholder performance have outpaced laggards by 66.6% since 2018. 

These numbers don’t just tell a story—they prove that doing good is good for business.

Your advertising strategy must do more than showcase products to capture the allegiance of discerning buyers—it must align with the values your customers hold dear. 

Here’s how to elevate your brand’s value proposition, connect with your audience, and turn ethical business practices into a competitive advantage.

1. Fair Wage Leadership

The survey finds that Americans' paramount concern is a fair living wage. Consumers aren’t just buying stuff; they’re supporting the well-being of the workforce. Your marketing could spotlight your commitment to fair compensation. 

Create mid-funnel narratives that highlight employee satisfaction, detail your wage policies, and illustrate how fair pay translates into superior customer service and exceptional product quality. This will position your brand as a steward of social equity and appeal to consumers' desire to support ethical employers.

Case in Point: Brands like Patagonia and Costco have thrived by prioritizing employee well-being. Their transparency around fair wages has built customer loyalty and strengthened their reputation.

Psychological Insight: Fair wages tap into the foundational human need for security, as outlined in Maslow’s Hierarchy of Needs. By addressing this need, you foster trust and loyalty among consumers who see your brand as aligned with their values.

2. Ethical Leadership 

Ethical leadership has ascended to the second most critical issue for consumers. People yearn for integrity in business practices. 

Great advertisements use storytelling to demonstrate ethical behavior, decision-making processes, and corporate social responsibility. When owners lead with authenticity, they secure trust and demonstrate a commitment to doing business the right way, not the convenient way.

Pro Tip: Share leadership anecdotes about tough decisions made for the greater good. Use social media to humanize your executives and showcase their vision beyond shareholder enrichment.

Being a Good Corporate Citizen: B-Corp is a guiding body that outlines, tracks, and measures business operations. It focuses on the environment, the economy, and the employees, ensuring that companies enrich not just their shareholders but the planet and their people’s standard of living. 

3. Prioritize Transparent Communication

Consumers value honest and transparent communication more than ever. In your advertising, be clear about your products, services, and business practices. Avoid exaggerated claims and ensure all messaging is straightforward and truthful. Transparency about sourcing, manufacturing processes, and company values can differentiate your brand in a crowded marketplace.

Storytelling Idea: Create a “Behind the Brand” social media campaign that dives into your processes, shares employee voices, and highlights the people who make your company great.

Visual Tip: Use data visualizations in your campaigns to showcase transparency—infographics on sourcing, pricing breakdowns, or environmental impact data build credibility.

4. Address Fair Pricing Concerns

Fair pricing is emerging as a new priority, reflecting consumer sensitivity to value and quality, especially in the context of recent economic challenges. Advertisements should communicate the value proposition of your products or services, explaining how your prices align with everything they value, like product quality and ethical behavior. 

Highlight efforts to avoid price gouging and demonstrate how your pricing strategy supports both customers and employees.

Actionable Tip: Use transparent pricing models that explain where every dollar goes, from sourcing to employee wages. This will build consumer trust and underscore your commitment to fairness.

Example: “94% of consumers are more likely to be loyal to a brand that offers transparency, and 73% are willing to pay more for a product that provides it,” according to a study by Label Insight. 

Similarly, a Deloitte poll indicated that 82% of consumers believe transparency in how organizations use their data is vital for trust.

5. Align with Broader Social Values

While fostering an inclusive workplace and environmental responsibility may rank differently among demographics, alignment with these values is non-negotiable. Consumers increasingly want to see companies taking real steps to drive positive change. 

Your advertising can reflect a commitment to diversity, equity, and inclusion (DEI), as well as sustainability initiatives, in a way that aligns with your brand and appeals to all people, regardless of political or religious affiliation.

Data-Driven Proof: Highlight your initiatives' measurable impacts. For example, "Our recycling program has diverted 500,000 pounds of waste from landfills in 2024 alone."

Broader Vision: Companies that embrace sustainability and inclusion now are positioning themselves for success as younger, more socially conscious generations gain purchasing power. This is not just an ethical move—it’s future-proofing your business.

6. Focus on Actions Over Words

Talk is cheap. The public is increasingly interested in tangible actions rather than just commitments or pledges. Use advertising to showcase specific initiatives, achievements, and ongoing efforts that demonstrate your dedication to the issues that matter most to consumers. Employee testimonials, case studies, and data-driven results provide concrete evidence of your company’s impact.

Winning Strategy: Document and share your journey—from challenges to triumphs—to prove your authenticity and commitment to improvement.

Industry Insight: Ethical practices translate into performance. Studies consistently show that businesses prioritizing social responsibility see increased customer retention and profitability.

7. Consumers Are Voting With Their Dollars—Earn Their Vote

Consumers don’t just want great products. They want to believe in the companies they support. When you align your business with fair wages, ethical leadership, transparency, fair pricing, and broader social values, you’re not only meeting consumer expectations—you’re exceeding them. 

People are looking to align their personal brand with your brand. You need to have a brand that takes the lead if you hope to exceed expectations. 

Exceeding expectations is where brand loyalty is born.

What Happens When Values Align with Strategy?

When your business lives and breathes these values, you’re no longer just selling a product or service—you’re building a movement. Ethical practices become your competitive advantage. Loyal customers become your brand evangelists. And your employees? They become your most passionate advocates.

Proof of Concept: Companies that prioritize social responsibility outperform their competitors in customer loyalty and profitability. JUST Capital’s data shows that consumers consistently support businesses that act on their values.

Psychological Principle: Aligning values with strategy taps into consumers' desire for purpose-driven purchases, making your brand indispensable to their lives.

Let’s Elevate Your Value Proposition

Consumers have made it clear: they vote with their dollars, and while you may have won the vote the first time, what about the next? The question is, will they vote for you? 

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If you’re ready to align your business strategy with what matters most to your audience, let’s talk. I’m Ryan Chute, and I specialize in helping businesses like yours translate values into profits through your advertising.

Schedule a conversation today to unlock the potential of your brand and ensure you’re not just meeting expectations—you’re setting the standard.

Visit ryanchute.com to start the conversation.