Turning your values into a marketing plan is one of the best ways to stay true to who you are while sharing your business with the world. At the 2019 B Corp Champions Retreat, we presented on marketing with your values. We discussed everything from building a community to drawing up a year-long marketing plan. We helped attendees identify and connect their values to their marketing efforts. Plus, they identified collaboration opportunities and distribution methods.

We’re sharing just a little about that experience, and how you can do the same (in addition to offering you the checklist we gave them) below. 

Why should your values be at the heart of your marketing? 

Times are changing, and as we see consumers shift their preferences and needs, businesses must respond to stay relevant. There is a seismic shift happening in our economy. 

  • Eighty-six percent of consumers believe that companies should take a stand for social issues
  • There is a $1.2 trillion opportunity exists for brands that make their sustainability credentials clear
  • Seventy-eight percent of Americans believe companies must do more than just make money; they must positively impact society as well

For instance, companies like Patagonia and Allbirds are proof that environmental and impact investments help their bottom line. When brands make the planet better, consumers respond. We know consumers are getting pickier. They’re cautious of companies that don’t clearly state their goals and impact. In addition, they want to feel the products they use are influencing change. 

How can I start using values in my marketing? 

First, build a clear marketing plan that incorporates your values into your content. Highlight your mission and vision, and start educating potential customers about your values. At Mad Fish Digital, we focus intensely on giving folks the best experience through our values of collaboration and accountability. We connect this work to our goal of using business as a force for good.  Using blog and newsletter content, social media engagements, and speaking at conferences we share and amplify that message. Finally, it is also built into our everyday interactions with our employees, clients, and customers. By leaning on our core values to frame our content marketing, community development, and networking activities we have seen growth both in our client engagements as well as in our impact. 

In 2019, we donated over 82 thousand dollars in pro bono services to nonprofit organizations serving underrepresented folks in our community. We’ve documented our work and are planning to expand our impact in the new year. We’ll be writing about the process, and will produce a guide so service-oriented businesses can do the same thing and adapt our method for themselves. As a result, folks will understand how we incorporate our values into our daily work. Through this, blogs about our status as a B Corporation or our focus on equity, diversity, and inclusion we are building awareness around our values and their impact on the world.

Build your 2020 marketing strategy 

So you know you want your marketing efforts to include messaging around your values and purpose and that you want your business to have an impact beyond the bottom line. Now it’s time to build a content strategy that can help you keep that front of mind. 

Finally, formalize your ideas by answering these questions:

  • What are your business values?
  • How are your values serving the world? 
  • How can you best communicate your values?

When you’ve asked and answered these questions, it’s time to fill out your marketing plan. Click here to download a values-based marketing plan template. As a result, you’ll ensure your values are top-of-mind to your potential customers. 


If you have questions or want help developing your plan, you can always get in touch with us via the contact form. We’re happy to chat through challenges and share our experiences. Give us a shout if you use the plan and it helps you. We’d love to amplify your impact!