# Brand ideology · Consumer Trends 2020 · Zorraquino > Values come to light and brands take a loud and clear stance. URL: https://www.zorraquino.com/en/trends/consumer-trends-2020/brand-ideology ![Brand ideology: Values come to light and brands take a loud and clear stance.](https://cdn.sanity.io/images/0w1142l8/production/9bd5ac918251e2f822ba5fb07ea3a50a4ab0fbdd-1280x720.webp/brand-ideology-values-come-to-light-and-brands-take-a-loud-and-clear-stance.webp?w=1600&fit=max&auto=format&q=85) Trend 09 # Brand ideology 1. [Consumer Trends 2020Home](https://www.zorraquino.com/en/trends/consumer-trends-2020) 2. [Trend 01Silver economy](https://www.zorraquino.com/en/trends/consumer-trends-2020/silver-economy) 3. [Trend 02No money](https://www.zorraquino.com/en/trends/consumer-trends-2020/no-money) 4. [Trend 03Superfoods](https://www.zorraquino.com/en/trends/consumer-trends-2020/superfoods) 5. [Trend 04Streaming culture](https://www.zorraquino.com/en/trends/consumer-trends-2020/streaming-culture) 6. [Trend 05Conscious tourism](https://www.zorraquino.com/en/trends/consumer-trends-2020/conscious-tourism) 7. [Trend 06Re-commerce](https://www.zorraquino.com/en/trends/consumer-trends-2020/re-commerce) 8. [Trend 07Digital wellbeing](https://www.zorraquino.com/en/trends/consumer-trends-2020/digital-wellbeing) 9. [Trend 08AI First](https://www.zorraquino.com/en/trends/consumer-trends-2020/ai-first) 10. [Trend 09Brand ideology](https://www.zorraquino.com/en/trends/consumer-trends-2020/brand-ideology) 11. [Trend 10Techno humans](https://www.zorraquino.com/en/trends/consumer-trends-2020/techno-humans) Brand ideology Values come to light and brands take a loud and clear stance. ## At a glance For a long time brands have been trying to convince us that they are more than the products they sell, but the truth is that only those that offer us real experiences and actions manage to be remembered. Today, conventional Corporate Social Responsibility actions fall short. In 2020 organisations must take a stance, prove it and create content that not only sells a product or service, but also adds value to society. Messages in favour of diversity, campaigns for inclusion, rejection of restrictive legislation, awareness of digital disconnection or breaking with the traditional codes of their own sectors… Brands are no longer silent. What's more, they take a loud and clear stance. The debate, however, remains the same: reality or pure marketing? ## Cases 01 / 05 Zorraquino spotlights 1. 01 Today, building a corporate culture in tune with customers' concerns is essential to connect customers with the brand and the brand with consumers' emotions. 2. 02 Companies' goals must go beyond selling; customers are asking them to speak out and bring to light the values that define them. 3. 03 Consumers demand that companies care about the same things they do, and this ranges from the ideological to the most dispensable product in their shopping baskets. Because everything they consume is part of their lives and, increasingly, reflects their values. ## More on the trend ### References - [Adecco quiere ayudarte a encontrar Tu Propósito](https://www.reasonwhy.es/actualidad/adecco-posicionamiento-tu-proposito-2019) - [¿Alguna vez te has preguntado como de cerca estás de tu propósito vital?](https://www.tuproposito.es/) - [Here’s why all of Sephora’s U.S. stores will be briefly closed on Wednesday](https://www.fastcompany.com/90358483/heres-why-all-sephora-stores-will-be-closed-on-wednesday) - [Zu wenige Spielplätze in Deutschland sind inklusiv gestaltet](https://www.rewe.de/nachhaltigkeit/unsere-ziele/projekte/stueck-zum-glueck/) - [Disney joins Netflix in pondering Georgia exit over abortion law](https://adage.com/article/media/disney-joins-netflix-pondering-georgia-exit-over-abortion-law/2174561) - [Disney y Netflix amenazan con dejar Georgia si se endurece la ley del aborto](https://www.elmundo.es/internacional/2019/05/30/5cf0121e21efa091158b4636.html) - [Have you ever thought about the other you?](https://leave.bywetransfer.com/) - [Welcome to WeTransfer. Please Leave.](https://medium.com/wetransfer/welcome-to-wetransfer-please-leave-486738d70298) - [Domino's Pizza siente tanto orgullo de que podamos elegir que no le importa hacer publicidad de sus competidores](https://www.reasonwhy.es/actualidad/campana-mes-orgullo-dominos-pizza) - [Wallapop reivindica la diversidad con esta lona](https://www.marketingnews.es/marcas/noticia/1133435054305/wallapop-reivindica-diversidad-lona.1.html) Pages 253–276 of the report [![Techno humans: From facial recognition to emotional technology.](https://cdn.sanity.io/images/0w1142l8/production/83b5919acf9626d61146e0f9519cbe74771b9ec4-1224x660.webp/techno-humans-from-facial-recognition-to-emotional-technology.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2020/techno-humans) Next trend · 10 [Techno humans](https://www.zorraquino.com/en/trends/consumer-trends-2020/techno-humans)