Values-Driven Marketing: An Introduction

What It Is

Values-Driven Marketing (VDM) is a new discipline grounded in Behavioral Science. Values — what matters most in life, like Tradition, Freedom, or Achievement — are universal drivers of behavior. Unlike demographics, values reveal why people act, giving marketers a sharper lens for audience insight and strategy.

Why Values-Driven Marketing Matters

Consumer expectations are shifting fast:

• 69% of people now buy brands that reflect their personal values (Ipsos).
• 82% prefer brands whose values align with their own (Google Cloud/Harris Poll).

At the same time, campaigns are more complex, often spanning nine or more channels. VDM gives marketers a unifying framework to build coherence, resonance, and impact.

Proof of Performance

Research by WARC (World Advertising Research Center), the global authority on advertising effectiveness, in partnership with Aletheia, shows that values-aligned advertising delivers:

• +23-point gains in ad preference
• Double-digit CTR lifts
• Stronger relevance and likability

Case in point: GoHealth Urgent Care saw 82%–100% higher CTRs by targeting ValuesTypes such as Achievement and Freedom versus demographics alone.

How Aletheia Activates VDM to Drive Performance

Aletheia, the leading values-driven marketing intelligence company and media agency in the U.S., brings VDM to life. Its patented AI platform, Pluralytics, decodes messaging for values signals and matches them to the right audiences — boosting authenticity, engagement, and performance.

 Takeaway: VDM gives brands a sharper bullseye — connecting authentically, performing more effectively, and driving growth in a fragmented media world.