In a report titled Unlocking the value of values-driven marketing, the research found that adverts that align with an individual’s dominant values were consistently preferred by consumers, and that by transmitting the right signals to the right values type, advertising performance increased between 1.8 and two times, on average.

The findings were based on research that identified six values that most directly influence brand affinity, purchasing decisions and loyalty: achievement, freedom, pleasure, purpose, security and tradition.

The study then tested 27 unbranded AI-generated adverts with strong values signals for the six identified areas, and which were created for three categories covering consumer-packaged goods (CPG), quick-service restaurants and financial services.

The research team then assigned 5,016 US adults across demographics to one of three values types – achievement, purpose and tradition – and surveyed on advertising preference and effectiveness.

The research findings included that VDM was effective across categories, with purpose in CPG and quick-service restaruants both 27 percentage points above average, and 28 percentage points for financial services.

The research also noted a 17-percentage point increase in the likelihood of achievement types being more positive towards an ‘achievement-aligned’ advertisement than others they were exposed to.

The strength of values held by customers predicted the level of their response to advertising, the research found, with consumers categorised as ‘strong achievement and purpose’ gravitating towards adverts with matching values, while tradition-oriented respondents were the most likely to avoid ads that conflicted with those values.

Values-aligned messaging increased advert likeability and perceived relevance, with achievement consumer types rating achievement adverts between 12 and 18 percentage points above average, purpose types rating purpose adverts between eight and 11 percentage points higher and consumers focused more on tradition rating tradition ads two to four percentage points higher.

Including values in the targeting mix increases media effectiveness, the research added, and the report noted four areas of focus for marketers wanting to put VDM into practice, including audience intelligence, where values-based research could be used to identify priority segments and incremental opportunities, underlying consumer needs and wants, and competitor mapping.

Other areas included media intelligence, where values-driven targeting could help maximise reach and optimise frequency, analyse placement and partnership opportunities, and include performance modelling capabilities.

Messaging intelligence was another area, and impact intelligence was the fourth area of impact, with VDM helping to create and refine short- and longer-term benchmarks.

Imaad Ahmed, principal strategist at Lions Advisory and head of advisory at Warc, said: “Understanding the motivation behind audience behaviour and finding ways to inspire action is critical.

“Alongside our partners at Aletheia, we have the evidence to show what a values-driven approach can offer and how to apply it in the real world across audiences, media, messaging and measurement.”

Chris Schembri, founder and chief executive at Aletheia, added: “This research confirms what we’ve seen with our clients time and again: when brands connect with people around what truly matters to them, engagement deepens and conversions follow.

“Consistently delivering the right message to the right audience – grounded in authenticity and shared values – is what transforms marketing into a force for meaningful connection and growth.”