In a world that is becoming more interconnected and socially conscious, brands and businesses must increasingly align their practices with the values that resonate most deeply with people. Companies are no longer judged solely on their financial performance; their ethical stance, social contributions, and the impact they have on society are becoming equally important.

Social Psychologist Shalom Schwartz’s theory of 10 universal human values provides a robust framework to understand what matters most to people across different cultures and societies. By aligning their strategies with these values, brands and businesses can create deeper connections with their customers, employees, and other stakeholders, generating both economic success and societal benefit. This article explores how impactful brand and business practices align with Schwartz’s 10 universal values and provides examples of how companies can use this framework to thrive in a purpose-driven economy.

1. Self-direction: Independence and freedom of choice

Self-direction represents values of autonomy, creativity, and the freedom to choose one’s path. In an era of customisation, personalisation, and individual empowerment, consumers increasingly expect brands to give them control over their experiences, whether that means personalized products, services, or work environments.

“The power to shape your own path lies in embracing your individuality and daring to choose your own direction.”

Example

Netflix’s recommendation algorithm, which analyses viewing history to offer customised content suggestions, reflects self-direction by empowering users to make choices tailored to their preferences. Additionally, companies like Google and Microsoft have adopted flexible work policies, allowing employees to choose when and where they work, catering to the growing demand for autonomy and work-life balance.

Insight:

When companies empower individuals with choices—whether through personalised product offerings, flexible working environments, or customisable experiences—they cater to the intrinsic human desire for independence and creativity. By emphasising self-direction, businesses can foster loyalty, build trust, and increase engagement among stakeholders who value autonomy.

2. Stimulation: Excitement and novelty

Stimulation values focus on the pursuit of excitement, novelty, and a dynamic life. Consumers today are drawn to brands that provide novel experiences and products that break the mold. Innovative companies that consistently introduce cutting-edge technologies and fresh ideas tap into this desire for stimulation.

“Life’s greatest adventures begin when you step beyond the familiar and embrace the thrill of the unknown.”

Example

Apple’s continuous innovation with the iPhone and its ecosystem of products showcases the brand’s ability to create excitement and novelty in consumers’ lives. Each product launch generates anticipation and energises the market, driving customer loyalty and interest.

Insight:

Organisations that prioritise innovation and offer exciting new experiences resonate with customers who seek stimulation, keeping the brand top of mind and driving market growth.

3. Hedonism: Pleasure and sensory gratification

Hedonism represents the pursuit of pleasure and enjoyment. It reflects the desire for indulgence, comfort, and satisfying sensory experiences. Companies that focus on delivering exceptional customer experiences, particularly in industries like hospitality, food and beverage, and entertainment, are well-positioned to meet this universal value.

“Savor the beauty of each moment, for it is in the pursuit of joy and pleasure that life’s richness unfolds.”

Example:

Starbucks capitalises on hedonism by providing more than just coffee; it offers a premium experience centered around comfort, indulgence, and community. The atmosphere, personalised service, and high-quality products cater to the sensory gratification of customers.

Insight:

By enhancing sensory experiences and emphasising pleasure, brands can foster emotional connections with customers, increasing loyalty and repeat business in markets driven by indulgence and comfort.

4. Achievement: Success and personal accomplishment

Achievement values center on personal success and competence. People want to feel that they are achieving their goals and excelling in their endeavors. Businesses that support individuals in their pursuit of success, whether through career advancement opportunities or self-improvement products, align with this universal value.

“True success is measured not by what you accomplish, but by the courage and perseverance you show in pursuing your goals.”

Example:

LinkedIn, as a platform dedicated to professional networking, career development, and personal branding, embodies the value of achievement. It enables users to highlight their accomplishments, network with like-minded professionals, and pursue job opportunities that further their success.

Insight:

Businesses that help individuals achieve their personal and professional goals, whether through products or services, can foster strong relationships with stakeholders who value success and accomplishment.

5. Power: Status and control over resources

Power reflects the desire for social status, influence, and control over material and social resources. Brands that convey prestige and exclusivity, or provide tools that help individuals gain control over their environment or resources, resonate with consumers who prioritise power and status.

“Empower yourself by taking control of your destiny, for true influence is rooted in purpose, not position.”

Example:

Luxury brands like Rolex or Louis Vuitton are emblematic of power, offering products that convey status, prestige, and exclusivity. These brands thrive on delivering a sense of control and influence to their clientele through high-end products and elite service experiences.

Insight:

By catering to the desire for power, prestige, and control, businesses can attract a clientele that is motivated by social status, enhancing brand loyalty and pricing power.

6. Security: Safety and stability in society

Security reflects the desire for safety, stability, and protection from uncertainty. With increasing global uncertainty, from economic instability to environmental concerns, people seek security in their personal lives and from the brands they trust. Companies that provide stability, reliability, and ethical practices foster a strong sense of security among their stakeholders.

“In uncertain times, seek strength in the stability you create within yourself, and let that anchor you in peace.”

Example:

Insurance companies like Allianz and Prudential offer security through their products, ensuring individuals and families are protected from financial loss and life’s uncertainties. By providing peace of mind, these companies align with the universal need for safety and stability.

Insight:

Businesses that prioritise risk management, transparency, and customer protection are better positioned to build lasting relationships with customers who value security in an uncertain world.

7. Conformity: Adherence to social norms and expectations

Conformity represents the value of adhering to social norms and expectations, emphasising the importance of maintaining harmony within social systems. Companies that operate in accordance with established cultural or social norms, particularly in conservative industries or regions, are seen as upholding this value.

“Harmony is found in respecting the rules that bind us together, honouring the shared values that create unity.”

Example:

Toyota’s commitment to continuous improvement and respect for people, which are rooted in Japanese business culture, exemplifies conformity. These values foster a corporate environment that respects societal expectations and emphasises collective harmony, gaining trust both domestically and globally.

Insight:

By aligning with the social norms and expectations of their target markets, businesses can build trust and credibility with customers who prioritise adherence to cultural or societal standards.

8. Tradition: Respect for customs and heritage

Tradition values involve the preservation of cultural heritage, respect for customs, and commitment to maintaining traditional practices. Companies that honor and integrate traditional values into their offerings or operations often resonate with consumers who place a high value on cultural continuity.

“In honoring the past, we carry forward the wisdom of those before us, lighting the path for future generations.”

Example:

Levi’s has long positioned itself as a brand steeped in tradition, leveraging its heritage as an American icon of craftsmanship and quality. By honoring its roots while innovating in sustainability, Levi’s appeals to consumers who value both tradition and responsibility.

Insight:

Companies that respect and integrate cultural traditions into their brand narratives and offerings are more likely to resonate with customers who value heritage and legacy.

9. Benevolence: Promoting the welfare of others

Benevolence focuses on promoting the well-being of others, emphasising altruism and kindness. Businesses that prioritise giving back to their communities, helping others, and contributing to societal welfare align closely with this value. Social enterprises and companies with strong CSR programs are particularly attuned to this value.

“Kindness is the quiet force that binds us all; when you lift others, you lift yourself.”

Example:

TOMS Shoes exemplifies benevolence through its one-for-one business model, where each purchase leads to a donation of a pair of shoes to someone in need. This business model has driven both customer loyalty and brand purpose, creating a connection with consumers who value altruism.

Insight:

By emphasising benevolence, businesses can build strong emotional bonds with customers who prioritise altruistic values and are motivated to support brands that contribute to societal welfare.

10. Universalism: Understanding, tolerance, and protecting the environment

Universalism encompasses the values of understanding, tolerance, social justice, and environmental protection. In an increasingly globalised world, consumers and employees alike expect companies to contribute to solving global challenges such as climate change, inequality, and human rights abuses.

“The world becomes brighter when we embrace diversity, champion justice, and protect the beauty of our shared planet.”

Example:

Patagonia is a leader in aligning with universalist values by advocating for environmental sustainability, social justice, and ethical business practices. Through initiatives like donating a percentage of sales to environmental causes and promoting responsible consumption, Patagonia appeals to customers who value global responsibility and ethical stewardship.

Insight:

Businesses that champion global causes such as environmental sustainability, human rights, and social justice are more likely to build a loyal customer base that supports the broader mission of improving the world for future generations.

Conclusion

Schwartz’s 10 universal values offer a comprehensive framework for understanding the core motivations of individuals across cultures. By aligning their strategies and operations with these values, businesses can create deeper connections with their customers and stakeholders, driving long-term success. Whether it’s providing innovative products that offer stimulation, developing solutions that ensure security, or committing to universalism by promoting sustainability, companies that create “impacts that matter” are not only enhancing their bottom line but also contributing to the betterment of society. In an era of increased consumer awareness and social responsibility, businesses that reflect and act upon these universal values will be well-positioned to thrive in a rapidly evolving marketplace