Shared Values

During our virtual summit, we took ABA member organizations through the process of identifying, refining, and communicating their shared values to rebuild audience loyalty during the pandemic. Organizations with strong shared values take a stand – and in doing so, they create a movement. 

To learn more about what we covered in the summit, check out the following do’s and don’ts of shared values, along with some of our favorite out-of-industry examples. As always, don’t hesitate to reach out to info@advisoryarts.com or a member of our team to inquire about membership and how ABA can assist your organization in articulating, infusing, and amplifying your shared values. 

SHARED VALUES ARE:

• Meaningful on an emotional level. 

• Higher order, or above the category (e.g., Nike’s shared value isn’t about the performance enhancement of shoes). 

• Relevant. Something about the current social or political environment particularly raises the importance here, but at the most basic level, it is something the consumer cares about.  

• Authentic to your organization; backed up by initiatives, reports, or other evidence. 

• Differentiated. Ideally, it makes people think about your brand because you are naturally associated with this shared value.

SHARED VALUES ARE NOT: 

• A business objective (e.g., to become the most attended museum in the world)  

• A noble cause that is unrelated to your organization’s core competencies 

• Virtue signaling or exploitation of an issue without real commitment, intent, or ability to address it 

Once you have identified your organization’s shared values, the challenge is the how. This is where out-of-industry case studies become particularly helpful. Brands with a demonstrated commitment to shared values grow more than twice as fast as others, providing a blueprint to embrace – and then improve upon.

COMPANIES, BRANDS & ORGANIZATIONS WITH STRONG SHARED VALUES…

• ARTICULATE. They define and communicate a higher purpose that is coherent, differentiated, built for long-term impact, and authentic to them. 

• INFUSE. Driven by leadership, they link a visceral, emotional understanding of shared values across all levels of the organization. They measure impact to grow and substantiate purpose. 

• AMPLIFY. They provide inspiration and fuel the cultural conversation by staying true to their shared values, even if it turns people away.

EXAMPLE #1: HEINEKEN®

Shared Value: Human Connection

Evidence of Commitment: Socialize Responsibly, #BacktheBars

In this featured video advertisement, ‘Worlds Apart,’ Heineken follows three pairs of strangers who seemingly couldn’t be more different. Touching on contentious issues from climate change to trans rights, the moral of the story is clear: no matter who you are, or where you come from, you will always share a basic humanity with the stranger next to you. So why not talk out your differences over a beer?

EXAMPLE #2: PATAGONIA®

Shared Value: Sustainability & the Environment

Evidence of Commitment: Worn Wear, Action Works, 1% for the Planet

In every domain, Patagonia keeps its message consistent: as humans, we have a responsibility to preserve and restore the only planet we can call home. Its daring ‘Don’t Buy This Jacket’ campaign showed the company was willing to walk the walk, and possibly even sacrifice revenue in doing so. (In fact, its revenue ultimately went up).