Do Customers Care About a Brand’s Values?

Especially with younger generations, people are paying attention to how companies treat employees, support their communities, protect the environment, and respond when they make mistakes.

That doesn’t mean every customer expects a company to take a public position on every issue. It does mean customers want to do business with organizations whose actions match their values.

Key Insights

Five Things Every Business Should Know

1. 1

   Values Matter More Than Ever, Especially to Younger Customers

   Price and convenience still matter, but many Gen Z and Millennial customers also want to know they’re supporting companies that align with their values. People aren’t just buying products. They’re buying into companies they trust.

2. 2

   Customers Can Spot Insincerity

   It’s easy to post about supporting a cause. It’s much harder to deliver an experience that reflects those same values. If a company talks about caring for people but makes customers fight through endless phone menus or treats employees poorly, customers notice.

3. 3

   Local Actions Often Matter More Than Big Statements

   Customers appreciate companies that give back to the communities they serve. Supporting local schools, nonprofits, charities, and community programs often has a bigger impact than broad corporate messaging because customers can actually see the difference you’re making.

4. 4

   Trust Creates More Forgiveness

   Our research shows that one bad experience can send customers to a competitor. However, companies that have built trust through consistent actions often earn a little more patience when something goes wrong. Trust becomes part of the recovery strategy.

5. 5

   Accountability Builds Credibility

   Nobody expects perfection. What customers do expect is honesty. When mistakes happen, own them, apologize, explain what happened, and tell customers what you’re doing to prevent it from happening again.

At a Glance

Values and Trust by the Numbers

What This Means for You

How to Align Your Experience with Your Values

Make Sure Your Service Reflects Your Values

If your marketing says you care about customers, your customer experience should prove it. Every interaction should reinforce the promises your brand makes. Customers notice when there’s a gap between what a company says and what it actually delivers.

Give Employees the Freedom to Do the Right Thing

One of the best ways to bring your values to life is by empowering employees to help customers when it matters most. Whether it’s waiving a fee, making an exception, or supporting a local community initiative, giving employees the authority to do the right thing creates memorable experiences that customers don’t forget.

“Customers aren’t just choosing companies because of what they sell. They’re choosing companies because of what they stand for. And the best way to prove what you stand for is through the experience you deliver every day.” Shep Hyken