Value signalling is the act of publicly expressing a brand’s core beliefs, ethics, or social stance, often through campaigns, partnerships, or messaging, not just to inform, but to align emotionally with its audience.
It’s how a brand says, “This is what we stand for,” in ways that are visible, intentional, and emotionally resonant.
Unlike traditional advertising, value signalling isn’t about features or benefits—it’s about identity and alignment.
It’s a strategic move that invites consumers to see themselves reflected in the brand’s values, and to choose it not just for what it offers, but for what it represents.
Examples include:
• A brand supporting mental health awareness during a national crisis
• A company choosing sustainable packaging and telling that story clearly
• A campaign that elevates marginalized voices or challenges harmful norms
Effective value signalling requires:
• Authenticity: The values must be lived internally, not just stated externally
• Consistency: The message must align with the brand’s behaviour across time
• Risk awareness: Taking a stand often means polarizing—but it also builds loyalty
At its best, value signalling transforms a brand from a vendor into a cultural participant—one that helps shape conversations, build trust, and foster belonging.
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