The WARC Podcast The proven power of values-driven marketing
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Jan 27, 2026 Chris Marchegiani, Amazon XCM brand planning lead, shapes customer-centered storytelling. Colleen Howell, VP of Research at Aletheia, specializes in values-based audience segmentation. They discuss how values-driven marketing is defined, Aletheia’s six value types, study design and key findings, how Amazon uncovers motivations, storytelling best practices, and practical ways to target values in media planning.
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Values Drive Stronger Ad Performance
- Values-driven marketing produces measurable lifts in ad preference, likability and perceived relevance.
- The study found double-digit lifts and values predicted response better than demographics.
Test Value Alignment, Not Just Creative
- Test whether values-aligned creative outperforms non-aligned creative for your target audiences.
- Use segmentation, messaging and media decisions informed by values to improve effectiveness.
Six Values Types Predict Behavior
- Aletheia maps six values types — achievement, pleasure, freedom, purpose, tradition, security — that predict behavior.
- Knowing an audience's values helps choose messaging and platforms that resonate deeper than demographics.