Why just talking about sustainability isn’t enough – and what to do instead.

Drawing from social psychology and communications research, we have developed an actionable, concise guidebook to help sustainable food initiatives build powerful Customer Value Propositions (CVPs) that resonate on a deeper level.

Let’s take a deeper look at some of the key ideas and practical steps.

Every Friday after work, Rutger visits a local farm where he pays a small membership fee to harvest his own lettuce. He doesn’t go there for the carbon footprint stats or the organic lettuce. He goes for the joy of slowing down, spending time outdoor, connecting with others, and feeling a sense of achievement.

Your customers,  like Rutger, are often looking for products and services that help them live out their values. Your marketing efforts should help them see how your offer fits into that personal story.

The trick isn’t to pick the “best” value — it’s to identify which values are important to your target audience , and show how your business supports them in living in alignment with those values.

For instance, someone who values benevolence might love your veg box because it makes it easier to feed their family well. Someone who values stimulation might be drawn to the fact that you introduce new, exciting products each season.

To build a more effective marketing strategy, we recommend using a tool called the Value Proposition Canvas (VPC). It helps you design your products and communication around what really matters to your customers.

At the deepest level, what really matters to your consumers are their values. So, we guide you to apply the VPC through the lens of Schwarz’s basic human values.

First, define these three key aspects of your consumer profile in relation to their values:

• Customer jobs: What is the deeper “job” they want your product to do? In other words, how do your customers want to realise their values.
• Pains: When seeking to realise their values in this way, what do your customers struggle with? What frustrates or prevents them from realising their values?
• Gains: What are your customers hoping to achieve by realising their values through your product?  What would give them satisfaction and tell them that using your product is successful for them?

For example, imagine someone is tired of bland supermarket food (pain), wants to reconnect with their cultural roots (gain), and is looking for food that feels authentic (customer job). You can then position your brand as a provider of tradition, quality, and authenticity — speaking directly to those values.

Then, connect your customer’s needs with your offering and identify:

• Products and services: What products or services do you offer which help your customers live better in alignment with their values?
• Pain relievers: What features of your product or service ease frustrations or barriers related to realising values?
• Gain creators: What features of your product benefit your consumers, beyond the functional? How does it help create the output that realises their values?

Our guidebook provides examples of existing products that align with the 10 basic human values. To show you how to apply this model, we break down the VPC associated with each product and their customer’s values.

Once you’ve identified the values motivating your target customers, you can adjust your messaging accordingly. Here are a few examples from the guidebook:

• For achievement: Highlight the pride of “doing it yourself” with a mushroom grow kit or hands-on harvest experience.
• For hedonism: Emphasise flavour, pleasure and indulgence — e.g. “fresh, luxurious veg that actually tastes amazing”.
• For security: Offer transparency and reassurance — from certifications to livestreams of your animal welfare practices.
• For universalism: Show how your business supports ethical supply chains, fair wages, or local ecosystems.

Importantly, avoid trying to appeal to opposing values at the same time (e.g. power and universalism), as it can water down your message.

Move away from technical or abstract language (“biodiverse”, “low-impact”, “direct supply chains”) and instead speak in terms of how people feel and what they value.

For example:

• Instead of “Our vegetables are certified organic,” try:
  “Food you can feel good about—grown with care for your health and the earth.”
• Rather than “Local and seasonal produce,” say:
  “Support your local farmers and enjoy food that’s truly in season.”

The guidebook also includes an ideas evaluation matrix to help you turn value-based ideas into practical next steps. Score each idea based on:

• Feasibility – Can you realistically do this?
• Attractiveness – Will your target audience care?

Ideas that score high on both are where to start. This avoids wasting time on flashy campaigns that don’t align with your values or your audience’s.

When you communicate with values in mind, you’re not just selling a product. You’re inviting people to live more in line with the kind of life they want — whether that means tradition, taste, trust, or togetherness.

You don’t need to change your mission. You just need to change the way you tell your story.

Our full guidebook walks you through all of this step-by-step, including practical templates and inspiring case studies.

Interested in getting a copy?
Fill in the form below – we’d be happy to share the full version (at no cost) and help you bring your values to life through your marketing.