The prominence of values-driven marketing during the big game was no accident. Millennials—now the largest generation of consumers ever—increasingly demand that the brands they interact with not only provide value in their products and services, but also speak to the generation’s values. Research produced by our firm, Hattaway Communications, has found that 9 out of 10 consumers want to make purchases that reflected their values. Marketers have responded accordingly.

Though the shift to values-driven brands and marketing strategies may be novel among big businesses that sell soda and trucks, nonprofits and other organizations whose work benefits people and the planet should take note.

Our team has helped a wide variety of organizations update their brands to connect with a new generation and meet the challenges of today’s rapidly changing communications landscape. As we enter 2018, nonprofit marketers and communicators can ask these three questions—illustrated by examples from three of the organizations we’ve worked with—to determine if now is the time for a brand refresh focused on values.

  1. Does your organization need to appeal to a different generation?-The US population is changing fast, and brands that effectively appealed to older generations may not hold as much sway with younger ones.
  2. Does your organization need to tap new sources of funding? Even among long-established brands, the search for new funds can provide a powerful impetus for change.
  3. Can you breathe new life into your organization’s legacy?- Well-known organizations with brands built over decades may need to communicate in new ways to keep pace with changing times. We’ve helped a variety of organizations “leverage their legacy” to highlight their relevance in today’s world and stand out from the crowd.

Read the full article about the importance of values-driven branding by Kyle Schnoebelen and Doug Hattaway at the Stanford Social Innovation Review.