The spice jar had been put away haphazardly when cleaning. With a different side of the container facing out, I noticed a stamp on the side, “STAND WITH UKRAINE.” Taken aback, I looked back at the front label. It was cumin seeds from a brand called Pride of India. And I wondered what process they went to make a statement with each sale.
As I look at the marketing insights, it is clear that milennials and Gen Z want the brands they shop to take and stand and have an opinion. They want to know that the brands they support align with their views of the world. Brand choices are an additional way to reinforce shoppers’ values.
Of course, brands can express their values in many ways. Through the causes they support and the statements the CEO makes to the public, they can tell the world explicitly where they fall on an issue. And of course, given the example above, you can stamp your beliefs right on your products.
Of course, there are risks that you may turn customers away from your brand if there isn’t alignment. Or they might outright boycott. Think of Goya and Chick-Fil-A. But there is also a risk in saying nothing.
What would you like to see? How can companies best express their values to reach you?
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A Wren Says 
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