Our Approach

Zenzi is the world’s first values-based marketing agency.

The vast majority of customer buying decisions are influenced by emotional as well as rational factors, according to Gallup Research. Unlocking the power of psychological needs and desires can help companies attract ideal customers and foster long-term engagement, satisfaction and loyalty.

Zenzi is the world’s first values marketing agency. Our approach draws upon decades of research done by Shalom Schwartz, the creator of the theory of Basic Human Values, who proved that values are one of the most powerful drivers of consumer behavior. We have surveyed over 250,000 people to develop our methodology and proprietary text analysis tool.

The center of Zenzi’s approach is ValueBase,™ a comprehensive collection of values markers that can predict buying preferences such as which messages are most effective, whose opinion customers trust, what trigger points get them to buy, online and social media behavior, preferred types of content, and what will encourage them to refer and share.

Zenzi’s team of trailblazers includes top experts on moral psychology and data science from San Francisco State University and University of Southern California, along with a group of entrepreneurs, marketers and statisticians.

We have conducted values research, analysis and marketing outreach for companies in industries such as food and beverage, consumer goods, health and wellness, home buying and improvement, travel and hospitality, technology, nonprofit, and more.

Zenzi was founded in 2002 and is a certified woman owned business headquartered in San Diego. To learn more about our approach, download our Z-Book.

You can reach Zenzi by emailing info @ zenzi.com, or give us a shout at 760-635-9320.

Our Capabilities

Communications Strategy

  • Combining social listening, sentiment analysis and surveying, we analyze data to find values markers and pinpoint the hidden needs and motivations of your best customers.
  • We map out the impact of values on your customers’ decision making throughout the entire buying process.
  • We reveal how your customers’ values are aligned with your company and industry values. These insights form the basis of future marketing communications strategy.

Content Development

  • Prior to executing on any major communications initiatives, Zenzi believes the first and most critical step is laying a solid foundation through creation of a values-based plan.
  • This is a strategic roadmap to establish ideal customer targets, define company positioning, increase awareness and foster a loyal, long-term fan base.

Campaign Management

  • Following development of the values marketing plan, you may choose to continue working with Zenzi to support specific projects or initiatives moving forward.
  • Values marketing programs are currently underway industries such as health/ wellness, travel/ hospitality, real estate, green business and more.
  • Campaigns are tracked closely over time and continually refined to deliver optimal results and return on investment.