Why Brand Values Drive Customer Loyalty | SAP Spotlight on ANZ Tech | Episode 4

Shared values are becoming a foundation of the customer brand relationship. In this episode of SAP Spotlight on ANZ Tech, Jess asks what makes people loyal to a brand, and one answer comes through clearly: ethics and vision. From sustainability to environmental responsibility, customers increasingly expect brands to stand for something and back it up with action. Our customer experience experts, Scott and Scott, unpack why values-led loyalty is powerful, and why it is also complex. Aligning organizational principles with consumer preferences is not a one-time campaign. It requires a nuanced understanding of what different audiences care about, what you can credibly emphasize, and how you communicate it consistently across channels. You will also hear why smaller, niche brands are winning right now. They often build their identity around a focused mission and use social-first tactics to get that message out in a way that feels authentic. The takeaway for larger organizations is not to copy the style, but to learn the discipline: sharpen the message, stay consistent, and build the systems and practices that support trust at scale. 👉 If you want to turn purpose into a customer strategy rooted in insight, download the Consumer Products Report for Australia here: https://emarsys.com/consumer-products-engagement-report-2025-australia/ 👉 Download our Consumer Products Report for Australia to learn how to weave purpose into your customer strategy: https://emarsys.com/consumer-products-engagement-report-2025-australia/?utm_source=emarsys&utm_medium=video&utm_term=sap-cx-spotlight-" Follow us on social: LinkedIn: https://www.linkedin.com/company/sap/ Instagram: https://www.instagram.com/sap Facebook: https://www.facebook.com/SAP/ Threads: https://www.threads.com/@sap About SAP: As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://www.sap.com/index.html #CustomerExperience #Sustainability #SAP