Behind the Design: How Lifestyle and Values Influence Brand Loyalty

Brand loyalty is not only about quality, it is about alignment. Buyers want their purchases to align with their specific lifestyle, whether that be a luxurious lifestyle with Gucci and Prada or a more simple approach with less flashy brands. Have you ever wondered why some people are die-hard Samsung or Apple users? It is due to the lifestyle they wish to obtain, with their products becoming a part of their identity

This post explores how values and lifestyle. impact consumer behavior and loyalty built on connecting audiences with products and brands.

The Role of Lifestyle and Values in Consumer Behavior

Lifestyle marketing is defined as a marketing technique that positions the product or service to possess ideals, aspirations, and aesthetics that the target audience identifies with, according to Molly Esselstrom, writer for the Savy Agency. This means that certain brands are marketing in a way that matches their target audience’s way of life. Everyday interests, activities, and opinions are taken into consideration by brands in order to reach their desired markets.

Whereas values are beliefs a buyer has that guide decision-making and behavior. Religion, individuality, family, and even activism are different values and priorities that buyers have prior to choosing a product or brand. If a brand does not align with a customer’s lifestyle and values, they may stay away.

Patagonia: A Case Study in Value-Based Branding

A brand that does a phenomenal job at ensuring strong values and lifestyle is Patagonia. For years, Patagonia has focused on a sustainable, environmentally conscious, and activist approach to their brand and customers. They make their products for audiences that are eco-conscious, look for sustainability, and are outdoorsy individuals.

The brand's mission is to “save our home planet.” This in itself is a testament to what kind of customers are purchasing from Patagonia. The brand went as far as launching a campaign called “Don’t Buy This Jacket.” The message was created to advocate for and bring awareness to consumerism. The marketing director of Patagonia claimed that this campaign was risky; however, “Our customers expect very high quality, and that’s why they always come back to us.”

Consistency Builds Loyalty

Patagonia, over the years, has remained consistent in who they are and who their audience is. When looking for a quality product that supports buyers’ lifestyles and values, Patagonia hits the mark on their target audiences.

Why Marketers Must Understand Lifestyles and Values

Not only do lifestyle and values apply to marketing, they apply to everyday life. Every decision we make is based on our internal conscience of values and how we wish to view and be in this world. As marketers, it is crucial to understand this concept and identify the psychology behind buyers’ intentions, backgrounds, and lives. Every person on this earth has a different story, yet as marketers, we are here to listen and find how we can fulfill the needs of our audiences.