We now operate in an ecosystem where consumers are well-informed, highly engaged, and extremely attentive to what they buy. Price is no longer necessarily the main purchase driver. They want to understand how products are made, learn more about sourcing, demand greater transparency around composition or ingredients, and expect the brands they support to reflect their values. Above all, they expect real consistency between what brands say and what they do.
In public relations, brand values and storytelling can no longer be confined to a slogan or a one-off campaign. They must be reflected in every strategic decision.
A purely commercial message is no longer enough. It is no longer just about projecting a positive image, but about acting with integrity. The search for truth has begun, and brands must adapt. Those that stand out will be the ones able to prove the authenticity of their values.
Let’s explore how this alignment can translate concretely into public relations.
Demonstrating ethical alignment and genuine social responsibility
Consistency in communication is essential to avoid the pitfalls of greenwashing or social washing. Today’s consumers quickly detect discrepancies between words and actions, and the reputational consequences can be immediate.
In this context, public relations act as a safeguard, ensuring that every message is grounded in real, measurable, and lasting commitments.
This involves, among other things:
- Genuine transparency in public communications;
- Highlighting concrete actions rather than abstract promises;
- The ability to acknowledge mistakes and demonstrate a credible commitment to improvement.
Turning customers into a community
Building a community around a brand is no longer just about fostering loyalty. It means inviting audiences to embrace a mission that goes beyond the transaction: when values are shared, the relationship becomes emotional, social, and long-lasting.
The most inspiring brands are those that move beyond purely transactional relationships to multiply meaningful touchpoints: community initiatives, sincere positions, aligned collaborations, and unifying events.
Values as a guiding thread
Values alignment should not be a one-time exercise, but a true guiding principle. It must inform all decisions:
- The choice of spokespersons;
- Collaborations with content creators;
- Traditional media relations campaigns;
- And even the way reputational issues and crisis situations are managed.
A brand that remains true to its values—even under pressure—inevitably strengthens its long-term credibility.
Brands that genuinely embody their values
Sézane 
Certified B Corp, Sézane illustrates how a brand can translate its values into tangible actions. Beyond its collections, it has developed concrete sustainability initiatives, such as collections made from recycled materials and partnerships with organizations supporting social causes. This approach is not merely performative; it is embedded in a broader responsibility strategy reflected in every communication and product initiative, strengthening the trust of a community willing to engage beyond the act of purchase.
The North Face
The North Face is another strong example of a brand aligning its values with its actions. It has launched ambitious programs such as recycling used outdoor gear and supporting conservation initiatives, while communicating transparently about both its progress and its limitations regarding environmental impact. By embedding these commitments into its public relations efforts, The North Face demonstrates that its values are not just messages—they guide its strategic choices and its relationships with audiences, helping to build a loyal community around a shared vision.
La Rosée 
La Rosée stands out as a credible example of a brand that translates its values into concrete action. Certified B Corp, it has structured its development around high standards of transparency, formulation, and environmental impact. From product formulation to eco-designed packaging, clear goals for plastic reduction, and the development of refillable formats, every decision reflects a consistent commitment. This approach is also evident in its communications, which are understated and educational, prioritizing proof over promises. By choosing consistency over headline-grabbing announcements, La Rosée builds long-term trust with a community that values authenticity and integrity.
What can we expect for the future?
We are witnessing a clear shift: brands are moving from symbolic activism to real activism, and now toward co-creation with their audiences. Consumers no longer want to simply observe brand commitments—they want to take part in them. Public relations therefore become a central driver of dialogue, listening, and collaboration.
More than ever, brands that succeed in combining consistency, boldness, and authenticity will build not only awareness, but true legitimacy.
