Tech and travel start-up Airbnb is the latest major brand to embrace values-based marketing. ‘Is Mankind?’ asks its new campaign, aimed at a higher purpose of promoting kindness and acceptance.
Too often, businesses only focus on embracing a spirit of giving during the holidays. We’re always supportive of the traditional “Giving Season,” when people feel more encouraged to support nonprofits and volunteer in their communities. But at Zenzi, we believe it should be like that all year round, which is why one of our core values is “Live with Purpose.” Here are 3 ways we carry that philosophy through our business and find meaning in what we do every day.
Shareholders would like to believe that officers in a company always do a thorough rational cost/benefit analysis of any decision, leaving aside any personal bias, but decision makers have the same biases that all human beings do. An individuals’ values are key in understanding what motivates them in such situations, and specific value orientations are associated with specific emotional profiles that can be leveraged in enterprise sales.
What kinds of content are you leveraging on your website and in your marketing arsenal? Chances are—whether it is in your blog, eNewsletters, video, images, direct mail or web site—you have a lot of content from, and about, your brand from your perspective.
Values tie together behaviors across a wide array of domains and circumstances, such that understanding a person’s value driven behavior requires an equally wide array of values markers. Further, once you understand that behavior, the opportunities for value based decision making are similarly vast. Zenzi’s ValueBase service leverage our proprietary database to uniquely understand the modern consumer.
Just as the internet and information technology has made matching in other domains (e.g. classified ads or home buying) more efficient, values based matching in the labor market is bound to be a problem tackled by data science teams at online companies in the near future.
Yes, it’s true. Money can equal happiness for your and your customers. Just maybe not the ways you initially thought…
During my recent trip to Nicaragua, in between peering into the fiery Masaya volcano and swimming in the beautiful Laguna de Apoyo, I asked my good friend and guide Orvin Dublin of Nicascapes how I could give back.
Human beings are storytelling animals. A key communications strategy for the post-modern world is learning to tell a company story that resonates with one’s clients deeper motivations. How can research on values help you do that? One of the central tenets of the research we do is that values are not monolithic. Different people value different things and these values predict the kinds of stories that one enjoys. People who value Power, Achievement, Spirituality, Tradition, Conformity, and Security seem to prefer stories that are closer to them, which they can relate to. In contrast, individuals who value Universalism, Self-Direction, Stiumulation, and Hedonism report a greater preference for stories that provide more of an escape from their everyday existence.
The Social Values Project™ blends cutting-edge psychology, marketing and data science to get to the heart of what motivates people’s behavior. Our proprietary insights tool helps businesses connect with customers and employees on a deeper level using authentic content that speaks to their inner values, needs and desires.