In a world shaped by connection and communication, brands hold a unique position to influence how people think, feel, and act. They are more than just businesses; they are creators of culture and shapers of society. Every campaign, story, or initiative has the potential to spark meaningful change—especially when rooted in shared values and a deep understanding of human motivation.
The Common Cause Framework is a powerful tool that equips organisations to connect with intrinsic values that foster compassion, creativity, and collective action. Developed through decades of research and collaboration, Common Cause focuses on the role of values and frames in shaping attitudes, behaviours, and societal norms. Countless organisations around the globe have applied this approach to inspire purpose-driven action and create lasting change.
For brands, this framework offers a way to communicate more effectively and live out their purpose authentically. By aligning with intrinsic values and crafting thoughtful narratives, purpose-driven brands can connect with audiences on a deeper level, inspire loyalty, and build a more human-centric world.
What Is the Common Cause Framework?
Common Cause is built on a simple but transformative idea: the values we engage in our messaging and actions shape individual choices and societal norms. The framework identifies two categories of values:
1. Intrinsic Values: These include empathy, justice, sustainability, and creativity. They are inherently rewarding and inspire people to act for the greater good.
2. Extrinsic Values: These include wealth, power, and status. They rely on external validation and can drive short-term, self-focused behaviour.
Research shows that appealing to intrinsic values leads to more sustainable, human-centric outcomes. Conversely, extrinsic values often reinforce competition, fear, and materialism, which can undermine long-term trust and connection.
The Schwartz Values Map shown below visually represents 57 consistently-occurring human values, as developed through decades of cross-cultural research. Each value’s position reflects its relationship with others—closer values are often held strongly together, while opposing ones are rarely prioritised simultaneously. This map is a guiding tool for understanding how intrinsic and extrinsic values shape human behaviour.
For brands, the implications are profound. Every campaign, product, or policy embodies and reinforces certain values, whether intentionally or not. The Common Cause Framework encourages us to intentionally build purpose-driven brands that align their words and actions with the values that matter most.
Framing: The Art of Meaningful Communication
Values come to life through frames, which are the narratives, metaphors, and associations we use to communicate. A frame shapes how people interpret a message, guiding them to understand what’s important and why.
For example, take the topic of sustainability. It can be framed as a collective responsibility (“Together, we create a better future”) or as an individual sacrifice (“You need to reduce your footprint”). The first frame engages intrinsic values like unity and compassion, while the second risks reinforcing extrinsic concerns like guilt or obligation.
In branding, framing is a powerful tool to connect with your audience. By using frames that evoke intrinsic values, brands can foster emotional connections and inspire meaningful action.
Applying the Framework to Purpose-Driven Brands
Purpose-driven brands are those that exist to make a difference, not just a profit. They are inherently human-centric, focusing on the needs and aspirations of people and communities. The Common Cause Framework offers a roadmap for these brands to create authentic and lasting impact:
- Aligning Purpose with Intrinsic Values
A purpose-driven brand must embody the values it stands for, both internally and externally. For instance, a brand championing sustainability shouldn’t just talk about it—it should demonstrate its commitment through sustainable practices, partnerships, and transparency. This alignment builds trust and credibility. - Creating Human-Centric Experiences
People connect with brands through experiences—whether it’s a social media campaign, an in-store interaction, or a community event. By designing these experiences to reflect intrinsic values like collaboration, creativity, and compassion, brands can foster deeper engagement and loyalty. - Fostering Connection Through Storytelling
Stories are one of the most effective ways to bring values to life. A purpose-driven brand can use storytelling to highlight its impact, celebrate the communities it serves, and inspire action. Importantly, these stories should centre on shared human experiences, not just the brand itself.
What’s Next?
In Part 2, we’ll explore practical strategies for using the Common Cause Framework to shape brand messaging, campaigns, and actions. From storytelling to organisational culture, we’ll dive into how purpose-driven brands can fully embrace their values to build trust, loyalty, and meaningful change.
If this resonates with your brand, our Values & Frames Fundamentals Workshop offers a deep dive into the Common Cause Framework and its transformative potential.
