This chapter examines the multi-layered and shifting relationship between promotional industries, capitalism and market society through the analytic lens of economic ‘value’ and social ‘values’. Rather than offering an overarching account of the media’s interface with capitalism, market society and consumer culture this chapter focuses on the role of promotional industries in shaping changes in the relationship between ‘value’ and values’, and the implications of such changes for promotional industries such as advertising, marketing, branding and public relations. The chapter argues that shifts in the ways in which economic value interfaces with a range of social values creates a new playing field which impacts upon the work of promotional industries in significant ways while simultaneously increasing the social, economic and political impact of promotional industries’ work.