There is a balance that must be struck when advertising. On the one hand, businesses need sales to survive, on the other, customers look to enrich their lives in some way. The business wants more profit, the customer a better deal. The business may know the best solution, the customer may not want to be “sold.”
To navigate this dichotomy, you need a moral compass to help ensure that while you may stray from the path, you will always be able to find the right direction. Core values for advertising may, at one extreme, seem redundant or at the other extreme, trivial, and yet they are essential in today’s advertising market. For example, the coveted millennials market is primarily reached through transparency and authenticity. According to a 2016 Gallup poll, “Yes, millennials want to be healthy, but they also want a purposeful life, active community and social ties, and financial stability.” While your business may target older or younger demographics, trust and long term relationships are still a winning combination.
The following core values will help you stay true to your customers and to yourself.