But perhaps the biggest selling point is they help to attract the broad base of customers whose values align with those portrayed through these ads—inclusion and diversity, explained Americus Reed, marketing professor at the University of Pennsylvania’s Wharton School.

“That’s a large group of people that are out there, that have this sense of attitude and belief that would make them say, ‘Hey that’s cool that company X or Y is actually doing this,’” he said in a recent phone interview.

It’s becoming increasingly important for brands to make their values clear to customers, explained Reed. The public is no longer simply interested in which product might be slightly better; they also want to feel good about the company’s values.