BCW Age of Values 2023 Report
BCW Age of Values 2023
The values, expectations, and behaviors of the global population revealed
We are not all just out for ourselves
The world’s top value is Benevolence, which motivates us to promote the welfare of the people we are in frequent contact with; it emphasizes caring and dependability
Across the world people struggle with a ‘values gap’
Only 46% of us can live according to our values
Governments and citizens are out of step
Only 25% believe their values are aligned with those of their government
People want business to share their values and act on them now
83% expect business to do more to tackle the challenges of data privacy and online safety, diversity, equity and inclusion, climate change and cost-of-living
Values move people but not always the values you expect
Hedonism, Stimulation and Power drive decisions to buy electric vehicles (EVs)
Gen Z isn’t one unified group, motivated by the same values and goals
Gen Z dominates by four key Values Archetypes
Meet the Values Archetypes
What this means for communicators
Embrace values as your persistent truth in a world of uncertainty and change to gain attention, drive engagement and move people
Don’t be distracted by the noise, focus on values
By using values as a constant guide, you will show up consistently and authentically in all your communications. And you will be able to navigate and benefit from the changing context and conversation, rather than be derailed by it.
Use values as the foundation for audience insight
Values give communicators the key to moving people. They explain our motivations, attitudes, behaviours in any given situation. By rooting strategy in an understanding of audience values, communicators can better predict how people will think, feel and act.
Define your own values to align them with others’
In communications, as in life, good relationships are built on shared values. Knowing and articulating corporate or brand values will enable you to target and connect meaningfully with the consumers, stakeholders, partners and talent, who share them.
Use values to manage competing expectations
Businesses, brands, governments constantly have to manage many competing demands, e.g. on Climate Change, Diversity, Equity and Inclusion and Online Safety.
Aligning corporate values with audience values and expectations
can be a critical filter to help determine priorities.
Close the values-behavior gap in order to lead
The business, brands and organisations who make it possible for people to shop, live, vote, work according to their values, will flourish. Those who look forward, who anticipate, identify and close values:behaviour gap for people, will lead.