Givsly's Chad Hickey on Why Values Are the New Demographics: What if values deserved a line in your…
Givsly's Chad Hickey on Why Values Are the New Demographics: What if values deserved a line in your media plan right next to age, income, and ethnicity? Chad Hickey, CEO and Co-Founder of Givsly, argues they do — and the data backs him up. More than 6 in 10 consumers factor brand values into their purchase decisions. That's not a soft metric. That's a targeting signal. In this clip, Chad breaks down why values-based advertising isn't cause marketing with a new coat of paint. It's a fundamental shift in how brands should think about reaching the right consumer. The proof? 95% of Givsly's campaigns are product campaigns — not purpose plays.
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