Summary
Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers’ surface-level needs to establish how their brand can satisfy their deeper desires. Our analysis of multimodal data, executive interviews, and academic research reveals that values-based consumers and employees are striving to restore meaning to their lives. Use this report to understand how people make meaning, its commercial implications, and how to contribute to it.
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