Consumers these days expect companies to have decent values and meaningful beliefs.
In studies, they say what a company stands for will make a difference to whether or not they buy its products.
That being the case, a compelling way to sell a product is to convince the audience that the brand comes from a good place, that it is purpose-driven and has a magnanimous heart.
Go champion the underdogs of society.
Stand up for the downtrodden.
Find victims and highlight their plight.
Come up with a design or technology solution that helps the less-privileged.
Offer your services for free and for as long as you can afford to.