Responsible advertising and marketing solutions platform Givsly’s Values-Based Audiences presents a pathway for brands to better align their digital advertising campaigns to the values of their target consumers. The tool is especially valuable as statistics show that “over 80% of consumers align their purchase decisions with brand values – in fact, three-quarters of consumers have stopped purchasing from a brand over a conflict in values.”
The Values-Based Audiences feature is informed through data from nearly 500 participating nonprofits. Key categories that businesses can utilize include sustainability, food insecurity, cancer, and housing instability. It also segments the data by donor, volunteer, frequency of donation, corporate vs. individual donors, and so on. This would hypothetically allow a CPG brand that is interested in addressing food insecurity to understand the locations of consumers who are donating or volunteering for the cause.
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