---
title: An Overview of Values-Driven Marketing (VDM)
description: An Overview of Values-Driven Marketing (VDM) | recent study published by WARC and Aletheia marketing and media proving audiences targeted by values out perform general demographics.
image: https://valuesdriven.aletheia.com/hubfs/alethia-vertical-with-values-driven_tag.png
---

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# An Overview of Values-Driven Marketing (VDM)

For decades, marketers have searched for better ways to connect brand purpose, audience insight, messaging, and media strategy. Until now, the pieces rarely clicked together in a way that drove both meaning and measurable performance. Values-Driven Marketing (VDM) changes that.

At its core, VDM draws on [Behavioral Science](https://valuesdriven.aletheia.com/the-behavioral-science-powering-vdm?hsLang=en), which defines values as *what matters most to us in life* — motivations such as Tradition (family, heritage, stability), Freedom (creativity, independence), or Achievement (success, recognition, luxury). These deep-rooted drivers are universal, predictive of behavior, and more powerful than surface-level demographics.

**Why Values-Driven Marketing Matters Now**

Consumer expectations are rising. [Ipsos](https://resources.ipsos.com/Download_Ipsos_Global_Trends_.html) reports that 69% of people in major markets buy brands that reflect their personal values, up from 53% a decade ago. [Google Cloud and Harris Poll](https://cloud.google.com/blog/topics/consumer-packaged-goods/data-shows-shoppers-prioritizing-sustainability-and-values) found that 82% of shoppers prefer brands whose values align with their own.

Meanwhile, the media environment has grown more fragmented. Campaigns now span nine or more channels on average, while platforms demand a steady flow of fit-for-platform creative. VDM gives marketers a unifying framework that sharpens targeting, builds coherence, and cuts through the noise.

 

**The Values-Driven Marketing Performance Advantage**

VDM is not theory. [WARC](http://warc.com)(World Advertising Research Center), the leading authority on advertising effectiveness for marketers and brands, in partnership with [Aletheia](http://aletheia.com), shows that ads aligned with an audience’s values consistently outperform misaligned ones. Results included:

- **+23-point increases in ad preference**
- **Double-digit lifts in click-through rates (CTR)**
- **Higher perceived relevance and likability**

Aletheia’s work with GoHealth Urgent Care proved the advantage in-market. Ads targeted to specific [ValuesTypes](https://valuesdriven.aletheia.com/the-six-valuestypes?hsLang=en) such as Freedom or Achievement delivered 82%–100% higher CTRs compared to demographic-only targeting**.**

 

**How Values-Driven Marketing Works**

Values-Driven Marketing brings together the *who, how,* and *where* of strategy:

- Who: Defining audiences by the values that shape their decisions.
- How: Crafting messages that align with those motivations.
- Where: Delivering through channels most likely to resonate, measured by real response.

Aletheia, the leading values-driven marketing intelligence company and media agency in the U.S., operationalizes this approach. Its patented AI platform, [Pluralytics](http://WWW.PLURALYTICS.COM), reads messaging for values signals and matches them to values-driven audiences — boosting both resonance and performance.

 

**Why marketers must consider Values-Driven Marketing**

In an era of attention scarcity and rising ROI pressure, VDM gives brands a sharper bullseye. It helps marketers connect authentically, perform more effectively, and unlock new growth.

 

##  As Virgin Management Group’s Jennifer Posnikoff put it:

## *“If you get Values right, you build long-term brand equity while still delivering short-term performance.”* 

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