The more you stick to your morals and ethics and surround yourself with people who share similar beliefs, the happier you will be.

FORBES: I Graduated From Princeton, And I Married a Princeton Man

Ms. MARY BETH SCHNEIDER (Resident, Marysville, Michigan): Oil prices, obviously, and just, you know, every day, your safety and your grocery bill, and things that affect you and your morals.

NPR: Michigan Town Weighs Presidential Choices

When the customer is empowered with an emotion that speaks to the morals and values driving their basic desires, your message and brand become sticky.

FORBES: SuperCustomer! The Customer Hero in Marketing