Values-Driven Marketing for Coworking Spaces

Marketing doesn’t have to mean shouting the loudest. For independent coworking spaces, it works best when it starts with something quieter—but stronger: your values.

Being value‑driven means leading with what matters most to your community. It’s not about aggressive sales tactics. It’s about showing people who you are, what you care about, and how you act on it every day. When “coworking” gets reduced to square footage and perks, your values define what your space really stands for—and they’re what turn members into long‑term supporters, even when they’re not using a desk.

Last week, I had the chance to speak with Bernie J Mitchell, co-founder of the London Coworking Assembly and host of the Coworking Values Podcast. Bernie has been shaping the coworking movement since the beginning, working with projects like the Coworking I.D.E.A. Project and UrbanMBA to help operators put their values into practice. He’s also been a longtime friend of Cobot and an advocate for people-first coworking spaces.

“It’s what you believe when everything goes wrong.”

Q: Bernie, are values even relevant for coworking spaces?

“It’s not a marketing thing. It’s what you believe when everything goes wrong. If founders don’t know what they stand for, nobody else will.”

“If your space closed tomorrow, would people miss it?”

In COVID Lockdown 2020, Bernie kept his membership at Mainyard Studios—even when he couldn’t use it—just to support the community. That’s what values look like in practice: real commitment, real connection. In contrast, another space spiraled into contract disputes. One was driven by connection. The other, by transaction.

“When people value the community, they’ll support it—even when they’re not using a desk.”

🎙️ Want more from Bernie? We’ve got a two-part interview coming out soon where he dives deeper into coworking, community, and how values shape both. Stay tuned. You won’t want to miss the coworking stories he’s got to share!

🧭 Principles for Value‑Driven Marketing

1. Lead with purpose and let it steer everything

Start with why your space exists. Let your mission, vision, and values shape every message and decision. Clear, consistent messaging helps the right people find their place in your space. And remember: write for humans, structure for bots. Plain language works better than jargon, and clear page structures improve your SEO.

2. Be honest and transparent

Trust is the real currency in coworking. Be upfront about who your space is for (and who it’s not for), what’s included, and what people can expect. That includes your newsletter—be clear on what you'll send and how often. It keeps your list engaged and makes compliance easier down the line.

3. Focus on community, not just conversions

Coworking is about people, so show the everyday rhythms that make your place feel alive: welcome rituals, shared lunches, and member-led skill shares. A clear example is Toolbox Torino, where formats stay flexible and member-driven, from DIY food and drinks to the quarterly Toolbox Pitch, where 15 to 20 members introduce their work and spark collaborations. Looking for inspiration? Check out our full list of summer-friendly events that invite your neighbors in.

4. Let your members do the storytelling

Your strongest ambassadors are already working at your desks. Share member wins, behind-the-scenes moments, and real-life snapshots of what your space feels like day to day. Keep it simple. A phone and CapCut are all you need to create videos that feel honest and alive. Add authentic testimonials and you’ve got a powerful combo of trust and reliability.

💬 Q&A with Bernie Mitchell

Q: How do you personally measure success in a coworking community?

“If your coworking space closed, would people miss it? That’s the test. I think of Creative Works Space in London—Elena Giroli runs it and somehow manages to maintain a relationship with all 140 members. She doesn’t need fancy funnels. When she sends an invite, people just show up—because it feels like their community.”

(Correction: The actual number is 183 members)

5. Build relationships (offers that feel like help, not hooks)

Solve real problems before selling memberships. Struggling to focus at home? Feeling isolated? Start there. Then invite people in with simple, useful touchpoints:

• Open Day: first Tuesdays—quiet tours + free focus-room trial
• Community Lunch: bring your lunch, we provide coffee and intros
• Skill Share: 30-minute member talk, 10 seats max
• Access Pass: two free days for teachers, librarians, or volunteers

Layer in low-effort, high-impact visibility—chalkboards, banners, or well-placed posters can spark curiosity better than digital ads ever could.

6. Practice openness

Openness isn’t just your front door; it’s your culture. Show how you listen and act on feedback. Share community guidelines. Make accessibility part of your promise—from quiet zones and alt text to mobile-friendly pages. Try this: choose 3 values and map one behavior, one promise, one proof, and one metric for each. Example:

Value: Accessibility

Behavior: Quiet zones daily

Promise: Visitors will see a quiet room on every tour

Proof: Photo, signage, booking link

Metric: Quiet-room bookings and tour feedback

7. Make events your marketing

Host events that reflect your space’s values. Member showcases, coworking days, freelancer meetups. Keep it simple. Focus on genuine interaction, not flashy presentations.

Dates like International Coworking Day and European Coworking are great opportunities to invite your community in and show what coworking really looks like in your neighborhood.

8. Take a stand: know who you’re for

You don’t need to be for everyone. If your space supports climate activists, offers childcare, or serves artists—say it. Clearly. Proudly. It filters in the right people, builds loyalty, and makes your values tangible. When done with integrity, it’s also one of the most authentic forms of marketing you can do.

🧰 How Cobot Helps

• Public Events: Create event pages in minutes—perfect for open days, community lunches, and value-aligned events. Guests book easily, you stay organized, and contacts get saved automatically.
• SEO & Speed: Cobot’s public pages are optimized for performance and mobile, making sure your values-driven message is easy to find—and act on.

🪴 Final Thought

Values-driven marketing isn’t just about ethics. It’s about connection.

When you lead with what matters most, the right people will follow.

Happy coworking!

Want to keep learning? 

Check out our full collection of resources, browse our blog for more coworking insights, or explore past editions in our Coworking Marketing Weekly archive. You can also follow us on LinkedIn and Instagram for updates!