Coming Back Stronger: A Shared Values Primer

During our virtual summit, we’ll take you through the process of identifying, refining, and communicating your organization’s 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. But since the journey requires extra time and reflection, we’re jumpstarting the conversation with the do’s and don’ts of shared values, some out-of-industry examples, and reasons why shared values will be key to coming back stronger.

SHARED VALUES ARE:

The higher purpose your organization exists to serve; the why behind the what
The impact you seek to have on your local, regional, and global communities
Authentic to your organization; backed up by initiatives, reports, or other evidence
Meaningful on an emotional level

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?

Click above to watch Heineken’s "Worlds apart" by Publicis London, a heartwarming experiment about human connection and bridging between people — *Click above to watch Heineken’s "Worlds apart" by Publicis London, a heartwarming experiment about human connection and bridging between people*

EXAMPLE #2: PATAGONIA®

Shared Value: Sustainability & the Environment

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

*Click above to read ‘“Don’t Buy This Jacket” — Patagonia’s Daring Campaign: Marketing lessons from a company defying the odds,’ by Kenji Farré*

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).

We leave it at those two examples for now – but rest assured, there are many, many more to come. We look forward to diving deeper with you over the next month, and as always, please don’t hesitate to contact your ABA Member Advisor with questions, suggestions, or ideas for further conversation.

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