Brands may be struggling with how to connect with consumers as American sentiment continues to evolve. Our research found some clear preferences, which our CSO Devora Rogers covered in her most recent article for Quirk’s, “Values vs. value: How joy can improve a brand’s relationship with its consumers.”

In her article, Devora explores the tension between values-driven messaging and the pressing need for value in today’s economy. While “64% of consumers say their purchase choices are a reflection of their personality and values,” it’s also clear that economic realities weigh heavily on decision-making. “At the end of the day, while values are critical, price (68%) and quality (63%) are the most important for shoppers in today’s economy,” she writes, emphasizing the need for brands to deliver practical solutions alongside ethical commitments.

How brands can connect meaningfully with consumers

The current economic and emotional climate poses challenges for brands, but it also offers opportunities to stand out. Here are three key takeaways from Devora’s insights:

1. Spark joy in challenging times
   Many Americans are feeling the strain of inflation, financial uncertainty, and a divided cultural landscape. As Devora writes, “Brands that offer moments of joy, relief, or convenience stand out. It’s not just about having a good product, but about contributing to the well-being of your customers.” A focus on creating positive, uplifting experiences can forge lasting emotional connections with consumers.
2. Bring people together through shared experiences
   In a polarized world, brands have the potential to act as unifying forces. According to Devora, “There is so much division, and people are feeling alienated—there is a clear need to bring people together, to find joy in the common human experience.” By celebrating shared values and common ground, brands can foster connection and trust among diverse audiences.
3. Balance values with value
   While purpose-driven branding is critical for building long-term loyalty, the reality of today’s economy demands a practical approach. “By striking a balance between social responsibility and practical value,” Devora writes, “brands can show consumers they care about their well-being both ethically and economically.” Fair pricing and consistent quality must remain priorities as consumers navigate financial pressures.

Supporting brands with the insights they need

At Alter Agents, we help brands uncover the strategies that connect them to their audiences in meaningful and impactful ways. If you’d like to learn more about aligning your brand’s values with consumers’ needs, check out Devora’s full article in Quirk’s. For personalized insights, contact us to learn how we can help your brand navigate today’s complex landscape.

Now is the time for brands to rise to the challenge—uplifting, supporting, and uniting consumers in ways that build both trust and loyalty for the future.