When Aletheia and WARC released “Unlocking the Power of Values-Driven Marketing” in October 2025, the story struck a chord far beyond our expectations. From São Paulo to Seoul, editors and industry leaders took notice — covering how aligning ads with audience values can dramatically improve creative performance, engagement, and ROI.
The findings were clear: when advertising speaks to people’s core values, campaigns can perform up to 123 points higher than average. And now, that message is spreading worldwide.
In just the first wave of coverage, the study has appeared in 30+ outlets across 17 countries and 7+ languages, generating an estimated 5.85 million impressions.
The international response spans every major region:
Together, this reach reflects the universal relevance of values-based strategies — and Aletheia’s role as a global voice for marketing innovation and effectiveness. Coverage has been consistently positive, with more than half of all articles emphasizing the innovation, science, and measurable business impact behind values-driven approaches. Trade media praised the study’s rigor and implications for creative optimization, while national and mainstream publications highlighted its cultural resonance.
Some of the world’s top industry outlets shared their take on the findings:
Major International and National Outlets
Industry and Trade Publications
Regional, Niche, and Emerging Outlets
Why It Matters
This level of international pickup for a research-driven thought-leadership piece is rare, and it signals growing recognition that values-driven marketing is the future of advertising and audience building.
Across continents, marketers are embracing the same insight: when you understand why people think, feel, and act the way they do, every media dollar works harder.
Aletheia’s proprietary tools, including Pluralytics and Zenzi, make this alignment measurable and powerful across creative, audience, and media strategies.
What’s Next
As the conversation continues, our focus shifts to amplification: translating insights for local markets, deepening partnerships with regional outlets, and exploring new ways to connect data, creativity, and values.
Because when campaigns are built on shared values, everyone wins.
Dive deeper → www.valuesdrivenmarketing.com
