What is a Values-Based Organisation (VBO)? 

A values-based organisation isn’t just another business—it’s a brand with a backbone. It stands for something bigger than just making money (because let’s be real, anyone can do that). A true values-based organisation wears its purpose on its sleeve, making sure every decision, from boardroom strategies to coffee break chats, reflects its core beliefs.  

It’s not about slapping some feel-good words on a website—it’s about living and breathing those values every single day. When a values-based organisation walks the talk, magic happens: employees are pumped, customers feel the vibe, and trust becomes the secret sauce. At the end of the day, a values-based organisation isn’t just selling a product or service—it’s sparking a movement. 

It’s sad but true – some businesses will sell you anything if it makes them a quick buck. They’re a dime a dozen. But here’s the thing: Easy come, easy go. Quick buck, quick belly up. 

VBOs are businesses built on something bigger—something deeper. Businesses that stand for more than profit. They uplift, contribute, and innovate for the good of humankind. 

And it’s these—the latter—that make waves that last. They serve, not just sell. These are Values-Based Organisations (VBOs).

For VBOs, it’s purpose first, profit second 

A Values-Based Organisation is a company that runs on a clear set of core beliefs and values that shape everything it does. From how decisions are made to how employees are treated to how customers experience the brand – it’s all guided by a defined set of values.  

It’s the difference between just another business and a brand with soul. 

Think about it: You can make your product or service cheaper, prettier, faster, trendier – but so can the next guy. And the next. In an age where human connection is everything, true differentiation lies in how you make people feel and what you stand for. 

A VBO isn’t just in it for revenue; it’s in it for impact, purpose, and meaningful relationships. This doesn’t mean ignoring profit (because, let’s be honest, businesses need to make money to survive), but it means making money without selling your soul. Your soul should never be for sale.  

VBOs vs. profit-first businesses: What’s the difference? 

Let’s lay it all out and see, side-by-side, what the two types of approaches look like: 

Profit-first business	Values-based organisation
Revenue over everything	Purpose-driven, profit follows
Chases trends, even if they conflict with the brand	Stays true to core values
Transactional relationships	Long-term trust and connection
Markets to everyone	Connects deeply with the right audience
Employee satisfaction is a nice-to-have	Employee satisfaction is a priority

Why does this matter?  

Consumers (and employees) today are waking up to what brands stand for. They don’t just want a product or service – they genuinely want to buy into something meaningful. They want to feel like a part of something bigger than themselves.  

• 70% of consumers say they want to support brands that reflect their values. 

• Employees who feel connected to a company’s values are 6X more likely to stay long-term. 

• Companies that operate with purpose outperform those that don’t – both in customer loyalty and financial success. 

A VBO doesn’t just say it cares about values – it lives them. It shows up with integrity, consistency, and a commitment to making a real difference. 

Examples of Values-Based Organisations 

• Patagonia – A company that doesn’t just sell outdoor gear; it fights for the environment. 

• Ben & Jerry’s – Ice cream, sure. But also, social justice, sustainability, and activism. 

• The Body Shop – Built on ethical beauty, fair trade, and cruelty-free products. 

• Brandnamix – We have a mission of inclusivity and authenticity in marketing. Because marketing is not selling; it’s serving. 

Walk that true talk 

A VBO is a company that walks the talk. It’s about more than what you sell – it’s about what you stand for. And in a world craving kindness, understanding, and real human connection, standing for something bigger than profit is the ultimate competitive advantage.