The Primacy of Personal
What We Value
Me Over We
Personal emotional value is paramount
(after
2x
#2
For Gen Z and Millennials,
Wave
one of our global research initiative to understand what different stakeholders value
Inside Out
My safety, security, health, and happiness above all else
Societal Tilts Selfward
Good for the world starts with good for “me and mine”
The findings of TWSC’s new global study suggest that the Primacy of Personal is redefining what people value globally, at a moment when three out of four say what they value most has changed. Five key dimensions help to explain this new value equation.
Social Descending
Social climbing, status, or expression matter less
Taking Action Is a Tightrope
Negative reaction now rivals positive support
Social Value Is the First Thing People Are Willing to Give Up Upsides and Downsides, Equally Precipitous
7x
Across all five value levers and 30 different value driving actions, “increases my social status” ranks lowest with only 7% of people choosing it as most important.
1/2
When forced to make tradeoffs across all levers of value, social value becomes less than half as important across all markets..
90% say they will take a positive action if a company helps them live what they value.
83% say they will take a negative action if a company conflicts with what they value
personal emotional value is
either societal or social value for all generations.
Providing
twice as important as
emotional
is the second
contribution, after
more
monetary value. 23% Makes me feel secure or safe Top Drivers of Emotional Value Rank from the Inside Out 22% 22% 15% 14% 14% Makes me feel healthier Gives me joy or happiness Entertains me Empowers me Excites me 25% Treat people well Top Ways for Contributing Societal Value Tilt Selfward 22% 14% 14% 13% Treat the planet well Educate me and/or others
Invest
providing
value
most important
only functional value and
important than
Support issues I care about
in communities
Personal Emotional Value Trumps Social and Societal
qualitative research, “treats people well” is seen as a proxy for “will treat me well.”
In
monetary and functional)
Value: The One Measure
Everything is Measured By
Understanding what people value has always been part of what makes the world go round. Because what people care about, feel is important, believe in or desire, consciously or subconsciously, is also what they’ll spend time, effort and good money on. The same rule applies if you want people to work for you, vote for you, invest in you or otherwise meaningfully engage.
But in a world upended by a global pandemic amidst a maelstrom of economic, political and technological change, what people value has shifted. A new value equation has emerged. And is redefining the way people engage in the marketplace, society and the world.
Levers of Value & Research Method
To understand what people value in a changing world, our study measures a broad set of “value levers” – ranging from the value of something to “me” to the value of something to the community or world “around me.”
How people think about and prioritize these levers forms what we call a “value equation.”
Levers of Value
3 out of 4 people globally say what they value has changed in the last 5 years
Monetary Value
Functional Value
Emotional Value
Social Value
Societal Value
Measuring Value, Modeling Actions
What do global audiences say they value across all five levers? What company or brand actions do they feel best deliver that value?
Based on qualitative and quantitative research in the US, UK and across APAC (Japan, Indonesia, Singapore and South Korea), the nationally represented samples of this study allow us to look at similarities and differences across audiences and regions. All surveys were conducted during October 2023.
