Why and How to Clarify Your Brand Values

Am I the only one who feels like it's wild that we skim the morning headlines about socially and environmentally conscious policies being dismantled – and then sit down at our desks and work as if nothing is happening?

I don't think so, and data shows that most consumers feel the same way.

Lately, we’ve seen a growing backlash against diversity, sustainability, and social responsibility in business. DEI programs are being rolled back. Environmental commitments are being deprioritized. And yet companies are being pressured to “stay neutral" or they feel hesitant to speak up. (Case in point: just this week, Ben & Jerry's filed a lawsuit against parent company Unilever, alleging their CEO was fired for his support of the brand's socially conscious mission - yikes.)

But here’s the truth:

Neutrality isn’t neutral. Silence is a choice.

As someone who has spent 15 years in marketing for mission-driven organizations, I’ve seen firsthand how businesses shape culture—not just through what they sell, but through the values they uphold. And right now, the brands that will endure are those that lead with empathy, purpose, and an unwavering commitment to their values.

The Business Case for Taking a Stand

Leading with your values isn’t just the right thing to do—it’s also good business. Studies show:
✔ Companies with diverse leadership teams are 21% more profitable.
✔ Brands in the top quartile for ethnic diversity outperform their competitors by 27%.
✔ 83% of Millennials and 75% of Gen Z prefer brands that align with their beliefs.

Clearly consumers aren’t only buying products, they’re buying into beliefs and they want to support brands that reflect their worldviews.

✅ Clarify Your Core Values – What does your brand stand for? What won’t you compromise on? Get specific.
✅ Communicate with Authenticity – Consumers can spot performative activism a mile away. Be transparent.
✅ Align Actions with Impact – Values-driven brands don’t just talk. They take action.
✅ Engage Your Community – Use your platform to advocate, educate, and lead by example.

If your brand is rooted in values—whether that’s equity, sustainability, or ethical business practices—now is the time to double down. Because whether you want to admit it or not, your brand is more than a business, it’s a statement - and the future will be shaped by those who stand firm in their purpose.

Want to get clear on what your brand truly stands for? Download our Brand Values Clarity Guide with 10 powerful questions to define your brand values - and help you stand out.

The Guide also includes templates to turn your core values into actionable statements and tips to integrate your values throughout your business.

I know sharing your brand values can feel a little scary - but we're here cheering you on! Once you download the guide, let me know what insights come up for you and if you have any questions. And please share with your fellow socially conscious business owner friends! Let’s shape the future together.