Businesses have a unique opportunity – and responsibility – to serve as catalysts for positive change. Brands that embrace purpose and transparency are increasingly expected to “walk the walk,” going beyond profit to address pressing societal needs. This shift involves not only what businesses do but also how they communicate, the values they champion, and the culture they foster.
I had an inspiring conversation with Dr. Eleanor Glenn, co-owner of Common Cause Australia and a specialist in climate change communication and engagement. Eleanor’s work with Common Cause focuses on tapping into cultural values to build a fairer, more sustainable world. We dove deep into how businesses can use values-based communication to engage their audiences meaningfully and authentically – especially by prioritising empowerment over fear.
Here’s a look at some key takeaways from our conversation.
Understanding Intrinsic vs. Extrinsic Values
Central to the Common Cause approach is the distinction between intrinsic and extrinsic values, a concept based on social psychology. Intrinsic values are those that are inherently rewarding, such as a sense of community, benevolence, and connection to nature. These values foster behaviours and attitudes that are beneficial to society, making them powerful tools for inspiring action on causes like environmental protection and social equity.
Conversely, extrinsic values, like social status and wealth, rely on external validation. While they have their place, these values are generally less effective in motivating people toward long-term, positive social change. When businesses focus on intrinsic values, they are more likely to foster a deeper, more meaningful connection with their audiences.
Engaging Audiences with Empowerment Marketing
Too often, brands resort to what’s called “inadequacy marketing,” which implies that a person’s life is incomplete without their product. Consider commercials that suggest you need a certain product to be liked, respected, or admired. While this approach may yield short-term results, it reinforces a mindset that leaves people feeling “not good enough,” creating a reliance on external validation.
In contrast, empowerment marketing appeals to people’s inherent strengths. It says, “Everything you need is already within you.” We discussed campaigns like Nike’s “Find Your Greatness” which taps into intrinsic values of self-direction and resilience, reinforcing the belief that people have the power within themselves to achieve their goals. By framing communications around these empowering messages, brands can foster loyalty and inspire genuine connections with their audiences.
Reframing for Positive Impact
Values-based framing isn’t just an abstract concept; it’s a practical framework that businesses can adopt to communicate authentically. Reframing involves reshaping the language and narrative around a product or service to align with intrinsic values. This doesn’t mean sugarcoating challenges; instead, it’s about starting with a positive vision, explaining the importance of the issue, and then inviting the audience to be part of the solution.
Take, for example, the South Australian Environment Department’s “Love, Not Loss” campaign, which focuses on conservation through love for nature rather than fear of extinction. By anchoring the message in love and connection, the campaign encourages proactive involvement in conservation without invoking feelings of despair or helplessness.
Creating a Positive “Mind Print”
When businesses think of their impact, they often consider their physical “footprint,” such as carbon emissions. However, Eleanor introduced another critical concept– the “mind print.” This refers to the mental and emotional impact a business has through its actions, messaging, and internal culture. Every interaction, from advertising to customer service, is an opportunity to reinforce positive values and contribute to a more intrinsic, community-oriented society.
For instance, if a business’s communications consistently highlight values like creativity, connection, and social responsibility, it reinforces these values within society. In a world increasingly driven by social comparison and extrinsic motivations, consciously crafting a positive mind print can help shift societal norms toward empathy and cooperation.
Aligning Culture, Purpose, and Communication
Businesses that aspire to make a meaningful impact need to align three key domains: their purpose, culture and structure, and communications.
- Purpose and Products: What a business does and why it exists form the foundation of its identity. Purpose-driven brands have a clear understanding of their role in society and use their products or services to make a positive difference.
- Culture and Structure: Internally, values should guide workplace culture and structures. Are employees empowered, valued, and aligned with the company’s purpose? As Eleanor pointed out, the way a business operates internally affects the values it projects to the outside world.
- Communications and Engagement: This is where values-based framing comes in. Every message should resonate with the brand’s intrinsic values, helping the business build a genuine connection with its audience. Authenticity is essential, as today’s consumers are highly attuned to inauthenticity.
Practical Steps for Businesses to Start Values-Based Framing
Shifting to values-based framing may seem daunting, but here are some practical steps to get started:
- Identify your core intrinsic values: What motivates your team and aligns with your brand’s purpose? Focus on values like creativity, connection, or responsibility to create a positive foundation for your messaging.
- Define your audience’s values: Connect with your audience’s intrinsic motivations. If you’re a travel company, for example, consider highlighting the self-direction and curiosity that exploration brings rather than simply promoting social status or image.
- Reframe messages positively: Avoid fear-based tactics and instead empower your audience. Showcase how your product or service enhances what it already has, whether it’s a sense of adventure, connection, or creativity.
- Create a values map: As Eleanor suggested, a values map can serve as a helpful visual guide. This map reminds you of the different intrinsic values your brand can engage, keeping the focus on long-term, positive impact.
- Foster an internal culture of values: Ensure that values are consistently reinforced within the workplace. A business that actively engages intrinsic values in its internal culture will be more effective in promoting these values externally.
Building a Business for the Future
At Mezzanine, we believe in the potential of businesses to be a force for good. As Eleanor said, it’s not enough for businesses to simply make a profit; they must also contribute to the well-being of society and the planet. Embracing values-based framing and empowerment marketing allows businesses to connect deeply with their audiences, fostering trust, loyalty, and a shared sense of purpose.
As the shift toward purpose-driven business grows, more brands are realising the power of intrinsic values to create lasting change. The journey isn’t always easy, but by aligning purpose, culture, and communications, businesses can play an huge role in shaping a brighter future for everyone.
Let’s empower each other, amplify positive values, and, together, find new possibilities for a better world.
Take a look at our Conscious Brands Workshops, we offer two workshops in partnership with Common Cause Australia which help companies explore and leverage intrinsic values in their brands to align with this more intentional approach.
