THE IMPORTANCE OF HAVING GOOD VALUES
On the surface our world is changing rapidly: technology, globalization, the rise in power of the individual etc. etc.
Beneath the surface, the value systems that knit together the fabric of our culture change little and slowly. People are motivated by their values; Values are an end-state. How people pursue their values depends on who they are, the decision they’re making and what’s going on in the world around them. The Hive recently worked with research partner, Hotspex and conducted a proprietary study providing a robust segmentation of North American adults aged 16-65 based on their values and their membership in one of four cohorts:
Younger Millennials (born after 1990)
Older Millennials born between 1981 and 1990
Gen Xers born between 1965 and 1980
Boomers born between 1947-1964
The study gave us a rich understanding of consumers but we were also able to identify large patterns were rooted in values, but pointed to larger cultural forces that are shaping the zeitgeist. From this we are able to understand both the what and the why and it’s helped provide a solid foundation to our planning strategies – giving us the comfort that our insights are not merely opinions or observations.