Best Practice Report

Companies Must Decide Whether To Embrace Consensus Or Contrast Values

August 11th, 2020
Rick Parrish, Vice President, Research Director
Rick Parrish Vice President, Research Director
With contributor:
Mary Pilecki

Summary

Executives focused on their companies’ value strategies should read this research to understand the difference between consensus and contrast values and considerations for choosing between them. Companies that want to take a position on moral, social, political, or religious issues must decide whether embracing consensus or contrast values is better for their strategy. Consensus values are those on which nearly everyone in a company’s market agrees, while contrast values have large, active groups on both sides of the issue. Bear in mind that values can move abruptly between the two types, and that differentiating on consensus values can require a brand to take divisive actions. Schedule an inquiry with an analyst to dig deeper on consensus and contrast values, or use our interactive tool to determine which of the nine relationships with values is best for your business.

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