In a world filled with diverse perspectives, cultures and backgrounds, emphasizing our shared humanity and commonalities can be transformative and beneficial for marketing. Effective marketing today is about more than just selling products; it’s about connecting with people by tapping into universal human values. Brands emphasizing shared values—community, empathy and social good—can forge stronger and more authentic connections with their audiences. 

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Take a moment and think about what brands move you, whether in thought or action. Companies that resonate with me include LEGO, which sources 100 percent of its energy for brick production from wind power; TOMS, which donates one-third of its profits to charitable causes; and Warby Parker, which has operated on a buy one, give one model since its inception. When marketing highlights our common humanity rather than individual desires, it speaks to the shared experiences that unite us, fostering a sense of belonging and trust.

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Campaigns that focus on values we care about, like kindness, equality and sustainability, stand out. Instead of simply promoting a product, these brands convey a purpose that resonates with customers and potential supporters, showing their commitment to positive change. Many consumers today actively choose brands that support environmental initiatives, fair labor practices, or inclusivity. By making these efforts visible, brands create a deeper bond with their audience, demonstrating that they are not just focused on profit but are also committed to people and the planet.

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Marketing centered around shared values also builds customer loyalty. People are more likely to support brands and causes that align with their beliefs. By championing universal causes, companies encourage consumers to feel part of something bigger when they donate or purchase their products. At ruckus we believe in brands that care less about themselves and more about humanity. See the good we do together with Moving the Margins and Nemours Children’s Health. Our approach goes beyond traditional advertising and agencies; it’s about creating a community around shared goals, where customers and brands work together for the common good.

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“It's great to be great, but it's greater to be human".  – Will Rogers

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Written by Kelly Williams, Senior Account Executive

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