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WARC research shows campaigns that embed Values-Driven Marketing unlock ad preference, likeability, relevance and performance

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  • VDM can uplift ad preference up to 123 points vs. a 100-point average
  • Ads aligned with an individual’s dominant Values consistently win preference
  • Stronger Values drive stronger responses
  • Values-aligned messaging boosts ad likability and relevance
  • Including Values in the targeting mix increases media effectiveness

5,000 US adults surveyed on Values-aligned adsNew WARC x Aletheia research by LIONS Advisory: Unlocking the value of Values-Driven Marketing introduces a new model and playbook for marketers on how VDM can improve advertising effectiveness

October 16, 2025 – The ‘Values’ in Values-Driven Marketing (VDM), as defined by Behavorial Science, refer to desirable – although often unarticulated – motivations that shape how people think and act. They are deep-rooted drivers of consumer behavior and are predictive of how individuals will respond to marketing stimuli.

‘Unlocking the value of Values-Driven Marketing’ is landmark research published today by WARC x Aletheia Marketing and Media brought to you by LIONS Advisory, highlighting the potential of VDM. It validates that VDM leads to meaningful lifts in ad preference, likability, perceived relevance and performance. It shows how VDM enables brands to drive higher ad performance through optimized targeting, media and messaging decisions.

Imaad Ahmed, Principal Strategist, LIONS Advisory and Head of Advisory WARC, says: “Understanding the motivation behind audience behavior and finding ways to inspire action is critical. Alongside our partners at Aletheia, we have the evidence to show what a Values-driven approach can offer and how to apply it in the real world across audiences, media, messaging and measurement. The opportunity is compelling.”

Alisa Miller, Chief AI Officer, Aletheia, Co-Founder, Pluralytics and Lead Inventor, AI VDM Patent, says: “The most effective marketing is built on deep human understanding. This research proves that when audiences are defined by their values and messaging is precisely aligned, ads perform significantly better. Values-Driven Marketing is emerging as a scalable, repeatable and performance-proven discipline for modern marketers in an era of Agentic AI.”

Chris Schembri, Founder and CEO, Aletheia, says: “We’ve spent years exploring how values shape marketing performance, and this research confirms what we’ve seen with our clients time and again: when brands connect with people around what truly matters to them, engagement deepens and conversions follow. Consistently delivering the right message to the right audience—grounded in authenticity and shared values—is what transforms marketing into a force for meaningful connection and growth.”

New research: The dynamics of Values-Driven Marketing

Using controlled testing, the research takes a deep-dive into how audiences perceive and react to VDM.

Research objectives
(1) do people respond to VDM in similar ways regardless of category, (2) is the degree to which someone holds a particular Value predictive of response levels, (3) can the different creative factors contributing to the effectiveness of VDM be isolated, (4) does VDM drive both short- and long-term brand demand.

Methodology
The six Values that most directly influence brand affinity, purchasing decisions and loyalty, and therefore are of greatest relevance to marketers, are: achievement, freedom, pleasure, purpose, security and tradition.A total of 27 unique unbranded AI-generated ads with strong Values Signals were created for three categories covering consumers’ needs and wants: CPG (represented by toothpaste); QSR (a pizza restaurant); and Financial Services (investment brokerage / advisory).

In July 2025, 5,016 US adults across demographics were assigned to one of three ValuesTypes – achievement, purpose and tradition – and surveyed on ad preference and effectiveness.

Headline findings

#1 Ads that align with an individual’s dominant Values are consistently preferred:

Achievement ValuesTypes were 17pp more likely to prefer an Achievement-aligned ad than other executions they were exposed to.

#2 Values-Driven Marketing is effective across categories:

Purpose within QSR and CPG categories were both +27pp above average; in financial services, achievement ads were +28pp and tradition ads +8pp above average.

#3 The strength of Values held by someone predicts the level of response:

Strong Achievement and Purpose consumers gravitated towards ads with matching values. While Tradition-oriented respondents were the most likely to avoid ads that conflict with those Values.

#4 Values-aligned messaging increases ad likability and perceived relevance:

Using ad resonance rating, AchievementTypes rated achievement ads +12pp to +18pp above average, PurposeTypes rated purpose ads +8pp to +11pp; and TraditionTypes rated tradition ads +2pp to +4pp.

#5 Including Values in the targeting mix increases media effectiveness:

Analysis of the research shows that demographics have some predictive power: AchievementTypes had a 75% uplift in predictability once Values were combined with demographic targeting; TraditionTypes had an 83% uplift, and PurposeTypes a 193% uplift in predictability.

A new model of how Values-Driven Marketing improves advertising effectiveness

Following the research, a new model combining behavioral science and artificial intelligence, shows how VDM can improve advertising effectiveness to help brands overcome attention scarcity, establish relevance, spark emotional resonance and target with precision to drive higher results.Operationalizing Values-Driven Marketing: A new playbook for brands

There are four areas of focus for marketers wanting to put VDM into practice:

Audience intelligence
Use Values-based research to identify priority segments and incremental opportunities, underlying consumer needs and wants, and competitor mapping.

Media intelligence
Use Values-driven targeting to maximize reach and optimize frequency, analyse placement and partnership opportunities, and include performance modeling capabilities.

Messaging intelligence
For a significant competitive edge, align Values-driven messaging with key audience motivations and brand business KPIs, and implement real-time testing capabilities for content optimization.

Impact intelligence
Values-driven marketing can help create and refine short- and longer-term benchmarks, evaluate actual versus predicted performance, and establishes continuous feedback loops to maximize campaign effectiveness.About Values-Driven Marketing

VDM drives performance uplifts of 1.8X to 2X on average

Brands strongly aligned with the Values that matter most to their audience build trust and foster deeper, lasting connections – especially when supported by ownable, memorable brand assets that consistently show up coherently across all touchpoints.

The research found that by transmitting the right signals to the right ValuesType drives performance uplifts of 1.8X to 2X on average.

Jennifer Posnikoff, SVP, Global Brand Growth and Experience, Virgin, says: “If you get Values right, you build long-term brand equity while still delivering short-term performance.”

Values-Driven Marketing responds to changes in the consumer, shopper and media landscapes

Heightened competition, growing ROI pressures and the constant requirement to do more with less mean marketers need to make more accurate media choices and better-informed messaging decisions.

Brands that apply VDM can better respond to shifts in:

Consumer’s decision-making criteria
Brand trust is now a critical competitive advantage. VDM creates the emotional resonance that builds this trust. Ipsos research shows people that buy brands that reflect their personal values has risen from 53% in 2023 to 69% in 2024.

Shopper behaviors
Brands on social platforms and retail media networks are intent on reducing the path-to-purchase time. VDM works across impulse and considered purchases by delivering clear, compelling signals tailored to consumer motivations by triggering emotional responses, stimulating interest and de-risking purchase decisions.

Media environments
In recent years there has been a shift towards ‘performance’ channels. WARC research outlined in ‘The Multiplier Effect’ shows switching from a performance-only to combined brand-building strategies boosts total revenue by a median of 90%. VDM provides additional unifying force by focusing on audience motivations.

Values-Driven Marketing delivers strategic and executional benefits

VDM in marketing, and the insights from Behavioral Science that underpin it, is an emerging practice with clear advantages: it provides unified answers to the fundamental questions of “who are we targeting?”, “what do we want to stand for?” and “how will we achieve our goals?”These strategic benefits can be translated into day-to-day execution. AI-powered advances in audience profiling, media targeting, messaging analysis and impact measurement, enable brands to operationalize VDM at scale.

The full report is available to read here. A relatively new discipline, the study outlines why VDM is a valuable addition to the marketing toolbox, features case studies of brands that are successfully applying VDM, and how to apply VDM to maximise effectiveness. A WARC podcast with Aletheia will follow with a deep-dive into the research findings.

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Africa Finance Corporation (AFC), Development Finance Corporation (DFC), Standard Bank and Africa50 Lead Finance Lineup at African Mining Week 2026

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Leading development finance institutions, commercial banks and private investment firms will explore financing strategies that can unlock the continent’s estimated $29.5 trillion in mine-site mineral wealth at AMW 2026

CAPE TOWN, South Africa, July 17, 2026/APO Group/ –As Africa moves to unlock an estimated $29.5 trillion in mine-site mineral value, development finance institutions, commercial banks and private investment firms are expanding financial support to help transform the continent into a globally competitive mining hub.

The growing role of financiers in unlocking Africa’s mining value chain will take center stage at African Mining Week (AMW) 2026, taking place October 14–16 in Cape Town. The event will bring together leading financial institutions – including Africa Finance Corporation (AFC), the U.S. International Development Finance Corporation (DFC), the Industrial Development Corporation of South Africa (IDC), Standard Bank, Absa Bank, Trade and Development Bank (TDB), Africa50, Apeiron Investment Group and World Mining Investment – to showcase financing models supporting mining development across the continent.

AMW comes as momentum behind mining finance continues to accelerate. In July 2026, AFC, DFC and the Development Bank of Southern Africa reached financial close on the $753 million Lobito Corridor Railway Project, one of Africa’s most significant infrastructure investments supporting the mining sector. The project will rehabilitate 1,300 km of railway linking Angola’s Port of Lobito with the DRC and Zambia, creating a faster and more cost-effective export corridor for copper, cobalt and other strategic minerals.

At AMW 2026, Vibhuti Jain, Managing Director & Regional Head for Africa at DFC, is expected to discuss the institution’s growing investment portfolio and the U.S. strategy to strengthen critical mineral supply chains through Africa.

The event also comes as South Africa strengthens exploration finance through the IDC-managed Junior Exploration Fund. In June 2026, the IDC reached a new financing milestone, increasing the number of junior mining companies supported through the fund to 13. Earlier in the year, the IDC expanded the fund’s capital allocation to R600 million, advancing the country’s efforts to revive exploration, stimulate greenfield development and strengthen the participation of locally owned mining companies. Thabiso Sekano, IDC’s Head of Mining and Metals, is expected to discuss the fund’s progress alongside broader initiatives supporting the mining industry through investments in industrial infrastructure.

Infrastructure finance will also be a key focus at AMW 2026, with Simbarashe Chikarango, Head of Project and Infrastructure Finance at TDB, and Folaseto Akin-Olugbade of Africa50 expected to highlight investments aimed at addressing the energy, transport and logistics constraints that continue to limit mining productivity.

 

TDB recently partnered with several financial institutions to launch a $176 million energy investment platform that will accelerate private-sector electrification across sub-Saharan Africa. The bank is also providing a $150 million syndicated facility to Mota-Engil Africa to finance transport, mining and infrastructure projects across multiple African markets. Meanwhile, Africa50 is supporting Kenya’s $311 million electricity transmission public-private partnership, strengthening power infrastructure essential for mining and industrial development.

Commercial banks are likewise expanding their mining portfolios. Standard Bank and Absa Bank recently participated in a $130 million financing package for South African mining company Tharisa, supporting the company’s long-term growth strategy. Standard Bank also arranged a $150 million financing facility for Rosh Pinah Zinc Corporation in Namibia to support mine expansion, reinforcing its commitment to financing strategic mining projects across Southern Africa.

Deerosh Maharaj, Executive Head for Energy, Infrastructure and Mining at Standard Bank, and Shirley Webber, Managing Principal and Coverage Head for Resources and Energy at Absa Bank, are expected to discuss opportunities to increase capital flows into African mining projects.

Private investment firms are also stepping up efforts to channel international capital into Africa’s mining sector. Apeiron Investment Group and World Mining Investment are expanding initiatives to connect investors with the continent’s growing pipeline of mining opportunities, as Africa seeks to secure a significant share of the estimated $500 billion in global investment required by 2040 to meet soaring demand for critical minerals, including copper, lithium, graphite, nickel and rare earth elements.

Sebastian Wagner, Head of Natural Resources at Apeiron Investment Group, and Didier Rault, CEO of World Mining Investment, are expected to showcase financing strategies designed to connect global investors with Africa’s next generation of mining projects.

Distributed by APO Group on behalf of Energy Capital & Power.

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South Sudan Reforms Target New Investment Push as African Energy Chamber (AEC) Backs Oil Sector Revival

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A working visit to the country by the African Energy Chamber identified opportunities to promote investment as South Sudan pursues production growth and reform

JUBA, South Sudan, July 17, 2026/APO Group/ –South Sudan is taking steps to reposition itself as a strategic destination for foreign investment, with a renewed focus on attracting capital across the oil value chain. During a working visit to Juba, the African Energy Chamber (AEC) (https://EnergyChamber.org/) – which serves as the voice of the African energy sector – engaged with government officials and industry stakeholders to identify priority reforms designed to stimulate new capital flows, increase production and advance projects across both upstream and downstream segments.

The visit reflects a shared recognition that while South Sudan remains one of the continent’s most resource-rich oil frontiers, lack of investment has disrupted the country from unlocking the full potential of its hydrocarbon reserves. The government seeks to address this challenge by implementing new reforms aimed at strengthening the investment climate, ensuring clearer regulatory frameworks and incentivizing greater participation from both international and regional operators.

South Sudan possesses the resource potential to become one of Africa’s most compelling frontier investment destinations

With proven oil reserves of 3.5 billion barrels, South Sudan is both a legacy oil producer and currently the only major oil producer in East Africa. Production is largely led by the national oil company Nilepet, alongside Dar Petroleum Operating Company, Greater Nile Petroleum Company – operated by China National Petroleum Company – and Sudd Petroleum Operating Company. South Africa’s Strategic Fuel Fund also holds a 90% stake in the Block B2 concession, with plans to advance exploration while assessing opportunities for refining development.

Current production ranges between 70,000 barrels per day (bpd) and 100,000 bpd, with approximately 8.5 million to 12.2 million barrels of production estimated between August and November 2026. The government seeks to raise these numbers by attracting investment across the entire oil value chain, facilitating greater exports while addressing key national challenges such as fuel security and power generation. Oil represents the backbone of South Sudan’s economy, and the government seeks to cement this position by introducing reforms aimed at alleviating the country’s energy crisis.

To achieve this, the government has committed to reduce barriers to investment, improve project execution and create a more predictable environment for energy companies. Discussions also explored opportunities across natural gas, power generation and associated infrastructure, recognizing that diversified energy investment will be essential to supporting long-term economic development. The AEC reaffirmed its commitment to promote South Sudan on a global stage, taking the country’s energy story to a global audience.

Beyond oil and gas production, a major focus of the working visit was strengthening local content. Parties discussed strategies to increase employment opportunities for South Sudanese workers, while developing local value chains and ensuring that future projects generate broader economic benefits beyond production revenues. By increasing international visibility, the Chamber aims to position South Sudan alongside other emerging African energy markets competing for exploration and infrastructure capital.

“South Sudan possesses the resource potential to become one of Africa’s most compelling frontier investment destinations, but attracting capital requires sustained engagement with the global investment community. The Chamber will champion South Sudan’s opportunities on the international stage, connecting investors with government and industry leaders while supporting reforms that create a stable, competitive and investable energy sector capable of delivering long-term growth,” said NJ Ayuk, Executive Chairman of the AEC.

Distributed by APO Group on behalf of African Energy Chamber.

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VivaJets Returns to African Energy Week (AEW) 2026 as Gold Sponsor After Rapid Fleet and Route Expansion

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The Nigerian aviation company returns with a larger fleet, new financing and a West African hub in Abidjan

CAPE TOWN, South Africa, July 16, 2026/APO Group/ –VivaJets, the Nigerian business aviation company that served as the official Private Aviation Partner at African Energy Week (AEW) 2025, will return to the event as a Gold Sponsor at AEW 2026, taking place from October 12-16 in Cape Town. The upgrade reflects a year of rapid growth for the company, which has expanded its fleet, secured new international financing and opened its first hub outside Nigeria.

VivaJets operates under the parent company Falcon Aerospace Limited and provides aircraft charter, management and brokerage services from its base in Nigeria. Since beginning operations in 2022, the company has logged more than 2,000 flight hours serving corporate, government and energy-sector clients across domestic and international routes. It holds an Air Operator’s Certificate from the Nigerian Civil Aviation Authority, secured in March 2025, and currently operates a fleet of four aircraft including two Bombardier Challenger 604s, a Hawker 850XP and a Hawker 900XP. CEO Erika Achum has said the fleet will grow further by the third quarter of 2026.

The financing to support that growth has come quickly. In October 2025, VivaJets secured a $10 million credit facility from London-based TLG Capital, structured alongside Nigeria’s Wema Bank, in what both parties described as the first internationally structured aviation financing for a Nigerian air operator. In April 2026, the company raised a further $15 million and announced plans to open an operational hub in Abidjan, extending its reach into francophone West Africa and positioning itself closer to energy markets in Ivory Coast, Senegal and the wider MSGBC basin.

When investors and operators can move across borders without friction, deals close faster and projects move forward

Falcon Aerospace has also launched a joint venture, OrientJets, in partnership with Flybird Aircraft Management Services, based in Aruba, to serve international routes and strengthen the group’s presence beyond the continent.

The expansion is built around a thesis that private aviation in Africa is not a luxury service but an operational necessity, particularly for the energy sector. Oil and gas operations depend on moving personnel and equipment to remote field locations on short notice, investor delegations need reliable access to markets where commercial routes are limited or indirect and conference travel between African capitals often requires multiple connections on commercial airlines. According to industry data, roughly 80% of VivaJets’ charter demand comes from large corporate and government clients, with energy among the largest segments. At AEW 2025, VivaJets operated direct charter flights to Cape Town for delegates, putting the thesis into practice.

“Aviation is infrastructure for African energy, and VivaJets has shown how quickly a homegrown company can build the kind of connectivity that the sector needs,” says NJ Ayuk, Executive Chairman of the African Energy Chamber. “When investors and operators can move across borders without friction, deals close faster and projects move forward.”

VivaJets has also become a vocal advocate for the regulatory reform needed to make that connectivity easier. The company has called for the removal of restrictive visa regimes for aircrews and the harmonization of aviation rules across the continent, aligning with the African Union’s Single African Air Transport Market initiative, which aims to liberalize Africa’s airspace and lower the cost of intra-African travel.

The company’s growth from a single-aircraft startup in 2022 to a licensed, internationally financed aviation business with expanding routes across the continent has made it one of the more visible examples of African entrepreneurship in a sector long dominated by foreign operators. At AEW 2025, Achum spoke on the role of SMEs and startups in Africa’s energy economy, a theme the company is expected to carry forward at this year’s event.

Distributed by APO Group on behalf of African Energy Chamber.

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