Gifts That Give Back: How to Align Your Brand With Your Values This Holiday Season
At 624, we work with brands that want their marketing to mean something. And during the holidays when campaigns become noisy, transactional, and increasingly similar, brands have a unique opportunity to create moments that feel purposeful. Not just promotional.
That's where Values-Driven Marketing comes in.
Research shows that 69% of consumers choose brands that reflect their personal values. And during the holidays when purchases are more emotional, more sentimental, and often more reflective of identity, values become one of the strongest levers brands can use to stand out.
Values-Driven Marketing helps brands connect to why people buy, not just what they buy. That shift makes your holiday campaigns feel not only more aligned with your brand identity but also more relevant to the humans on the other side of the screen.
Here's how brands can bring this thinking to life.
#1 Start With the Values Your Brand Truly Represents
Before promoting "gifts that give back," you need clarity on the values your brand embodies. This isn't about guessing; it's about knowing what you actually stand for.
Ask yourself:
What motivates our customers at their core?
What role does our brand play in their life?
What value(s) do we naturally align with—Purpose, Tradition, Pleasure, Security, Achievement, or Freedom?
For example:
A wellness brand might lean toward purpose and security, spotlighting gifts that support well-being or community.
A fashion or accessories brand may live closer to achievement and pleasure, highlighting gifts that help customers express themselves or celebrate moments.
A home brand may embody tradition, offering gifts that make the holidays feel special and timeless.
When your holiday messaging reflects a consistent value, it becomes clearer, more cohesive, and more trustworthy.
#2 Build Gift Guides Around Values, Not Demographics
Traditional gift guides ("Gifts for Her," "Stocking Stuffers") don't help customers see themselves or the people they love. Values-based guides do.
For example:
For the Traditions Keeper: gifts that celebrate home, family, and ritual.
For the Joy Bringer: indulgent, fun, and whimsical items that spark delight.
For the Purpose-Driven Giver: tems that support community, sustainability, or impact.
This approach does more than help customers shop; it helps them feel understood.
And that matters: people with strong purpose, tradition, or achievement values demonstrate the highest lift in preference and responsiveness when content aligns with their motivation.
#3 Express Values Through Content, Imagery, and Tone
Values aren’t a tagline—they’re reflected in every creative choice.
If your brand leans toward Purpose: Highlight community impact, giving back, or meaningful connections.
If you’re aligned with Tradition: Focus on warmth, heritage, craftsmanship, and shared moments.
If you represent Pleasure: Use visuals and language that evoke joy, indulgence, and energy.
If your audience values Security: Reinforce reliability, practicality, and ease—especially during the holiday rush.
If you speak to Freedom: Show creativity, exploration, and self-expression.
When messaging aligns with a person’s core value, it isn’t just more appealing—it’s significantly more persuasive.
In fact, when values align, ads see higher emotional connection and perceived relevance, both critical to holiday results.
#4 Let Your Products "Give Back" Through Meaning and Impact
Values alignment can show up directly in your product strategy:
Limited-edition collections supporting nonprofits
Community-centered gifting initiatives
Sustainable materials or production
Gift bundles themed around joy, wellness, or tradition
Partnerships with creators who embody your Values
“Gifts that give back” don’t need to be solely charitable—they can give back emotionally:
Gifts that bring comfort
Gifts that strengthen connection
Gifts that inspire creativity
Gifts that celebrate identity
Gifts that carry meaning
When product strategy aligns with Values, the experience feels more authentic—and customers notice.
#5 Maintain Values Alignment Across Your Entire Ecosystem
Today’s shoppers navigate several channels during their purchase journey, with research showing many consumers will engage with up to nine different touchpoints before making a purchase.
Having clearly defined values gives you the foundation to stay consistent across all of the channels a shopper may find you on. Consistency matters, because when values clash from one touchpoint to another, trust breaks. When values align, trust grows—and trust drives action.
#6 Extend the Strategy Beyond the Holidays
The beauty of Values-Driven Marketing is that it works long after the wrapping paper is gone.
Values create:
Stronger emotional connection
Higher trust and brand resonance
More relevant, targeted message frameworks
Clearer creative direction for your team
A strategic foundation you can use 12 months a year
Holiday is simply the catalyst that makes these moments feel even more important.
"Gifts that Give Back" is more than a seasonal message; it's a strategic mindset.
“Gifts that Give Back” isn’t just a holiday concept. It’s a strategic shift toward creating brand moments rooted in meaning—not just merchandise.
When your brand is aligned with your values, your holiday campaigns feel more authentic, your product mix feels more intentional, and your customers feel seen.
And that’s the kind of gift that keeps giving back—to your audience, your brand, and your bottom line.
If you'd like to explore how Values-Driven Marketing can shape your holiday or year-round strategy, the 624 team is here to help bring your brand's values to life.