Best Practice Report

How To Embed Values-Driven Marketing Into Customer Journeys

July 7th, 2023
With contributors:
Frederic Giron , Mavis Liew , Janis Teo , Bill Nagel


Values-motivated consumers regularly purchase from brands or companies that demonstrate social responsibility, ethical practices, and sustainability. To attract this lucrative consumer segment, B2C marketers should use values-driven marketing and focus on their brand’s social and environmental commitments. This report outlines the key features of values-motivated consumers and introduces the Forrester Values-Driven Marketing Model. B2C marketers can use this model to infuse their company’s values into every aspect of the customer experience.

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