Value-Based Messaging

93% of Marketers Say Their Messaging Reflects Corporate Values—But Do Customers Agree?

Today’s customers are more value-driven than ever, seeking brands that align with their ethical, social, and environmental priorities. In fact, 66% of consumers have stopped purchasing from companies whose values didn’t resonate with their own. With 88% of customers expecting brands to take a clear stance on important issues, marketers see an opportunity to differentiate through values-based messaging.

This approach is a key factor in marketing success—93% of high-performing marketers say their external messaging aligns with their company’s values, compared to just 70% of underperforming competitors.

How Salesforce, Matthew McConaughey, and Team USA United Around #TeamEarth

What do Salesforce, actor Matthew McConaughey, and Team USA at the 2022 Olympic Winter Games have in common? They each played a pivotal role in the global values-driven marketing campaign, #TeamEarth.

Salesforce has rapidly expanded over the years, growing its product portfolio and market presence. This evolution created an opportunity to reinforce the foundation of the company—its core values. Enter #TeamEarth, a campaign designed not to promote Salesforce products but to inspire businesses to use their influence for a more equitable and sustainable future.

The Risk and Reward of Values-Based Marketing

Unlike traditional marketing efforts focused on driving sales, #TeamEarth took a different approach—advocating for a higher purpose. It was a bold move, shifting the conversation from software solutions to corporate responsibility. While the campaign carried risks, it demonstrated that authentic, values-driven storytelling can engage global audiences and strengthen brand loyalty.

As more companies recognize the power of values-based marketing, the question remains: Does your brand’s messaging truly reflect what your customers expect?

Content updated January 2025.

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