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.