Values-Driven Sales Strategy: Be An Environmental Champion
Sales Keynote Speaker David Allison
Every business today should do everything it can to help poor old Mother Earth. But if you need an extra incentive to put in the work, consider environmental advocacy as a sales strategy to attract more customers/clients.
I recently spoke to a large group of business owners from across the province of New Brunswick about how to use the power of shared human values data to become an environmental champion. The following editorial was written after the keynote. It walks through how to use specific shared values–the Power Values–to make their environmental efforts powerfully magnetic. When you know your consumers' shared values, you know what buttons to push to engage, motivate, and inspire them to take action. Because we are all values-driven.
Harnessing Shared Human Values to Propel Sustainability
If you're a business owner in New Brunswick, this article outlines a method you can use to boost your brand and significantly benefit our planet. This isn't about a new technology or a secret marketing strategy. It's something much more profound and potent—our shared human values.
At the recent ENERGIZING EFFICIENCY conference, I shared insights from a unique study by the Valuegraphics Research Company. We discovered the shared values of the population of New Brunswick using an extensive survey process and rigorous statistical analysis.* Why do we focus on values? Because values drive everything people do, including choosing where to live, where to work, and how to lead their lives. In my keynote, I focused on three powerful shared values–The Power Values–that are much more dominant in New Brunswick than in the rest of Canada.
I’ll walk you through some thought-starter ideas that show how these values can inspire sustainable decisions and help you build a stronger business. Ultimately, however, it’s up to you to use the Power Values in a way that makes sense for your business.
1. The Value of Experiences: Green Gatherings
In New Brunswick, people are motivated and engaged by the values of Experiences, especially those that can be shared, because it creates a sense of belonging. You can transform this into an actionable outcome using an idea I’ve called Green Gatherings. These gatherings could be workshops, casual meet-ups, or even full-blown festivals where people skill-share and learn about upcycling furniture, clothing repair, fixing small appliances, growing food, or sustainable gardening techniques. Events like this would not only educate folks in an experiential way but also foster community ties and make your business a local hub for sustainability.
2. The Value of Basic Needs: Urban Oasis Projects
We all want to know our basic needs will be met—however we define them. In New Brunswick, the focus on long-term basic needs is particularly powerful. This is where the idea of Urban Oasis Projects comes into play. Businesses could collaborate with customers to convert unused urban spaces – no patch of earth is too small or too large – into productive gardens or biodiversity zones. What a great way to teach kids about food production and help everyone understand how important it is to protect biodiverse habitats. A bonus: these garden projects would enhance community engagement and position your brand as a caring leader committed to preserving long-term Basic Needs.
3. The Value of Community: The Sustainability Olympics
People in New Brunswick feel part of a community, specifically when they belong to identifiable groups, teams, or organizations. It might be teams of people who work together, sports teams, church groups, etc. So why not organize the Sustainability Olympics and invigorate those groups with a challenge? Create fun and competitive activities like eco-scavenger hunts, recycling challenges, or sustainability fundraising-a-thons. These activities can turn environmental responsibility into a community sport, making sustainability efforts more engaging, visible, and values-driven. And if you are the organizing force, your brand will benefit, too.
How Does This Help You Meet Your Business Goals?
Using these shared values to guide your business practices isn’t just good for the planet—it’s a smart brand strategy. Customers who see that your business mirrors their values connect more deeply with your brand. They’re not just purchasing a product or a service; they’re participating in a shared mission, contributing to a community effort that feels personal and important. When every business is vying for attention, those that resonate with the core values of their customers will stand out.
By embedding the values of Experiences, Basic Needs, and Community into your business model and becoming a champion for sustainability while you do it, you create more than a viable, respected business: you create a values-driven movement for your customers and clients to be part of. And that’s a surefire way to build a brand that lasts.
*The data and insights this article discusses come from the Valuegraphics Database, the first statistically accurate global inventory of shared human values. The database was created from a million surveys in 152 languages across 180 countries. Valuegraphic Profiles access this data through a unique methodology and yield results that maintain a +/-3.5% level of accuracy and 95% confidence. For more information, visit www.valuegraphics.com
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