Archetypes
We all belong to one of seven Values Archetypes
They are directly accessible and applicable to the communications challenges of business, brands, governments and organisations. They are defined by their values and the degree to which they play out in life priorities, expectations of governments, business and brands, and behaviors.
Our deep understanding of each Values Archetype means that we can target, engage and move them more effectively.
Success seeker
Driven by a desire for personal achievement, power and social status. Pursues pleasure, as well as fun and indulgent experiences.
Despite being the Archetype with the lowest understanding of its values, the Success Seeker is most likely to buy brands delivering on purpose, likely because income allows.
Expects business to respect their privacy and data. But is the least likely to expect business to act on climate change, diversity, equity and inclusion, or the cost of living crisis.
Philosophy
Comms imperative
Achievement
Power
Hedonism
OVER-INDEX
Slight male bias
India, China, US, Turkey, UAE
Adventurer
Seeks stimulating experiences and embraces novelty and exploration. Open-minded, independent and creative
Least likely with purchase brands aligned to personal values. ‘Product quality’ is more important.
Higher expectations of business on online safety, data privacy and cost-of-living crisis than DEI and climate change.
Philosophy
Comms imperative
Hedonism
Stimulation
Self-direction
OVER-INDEX
Medium/high income
South Africa, Argentina, India, Chile, U.S.
Visionary
Values independence, personal freedom, and creativity. Always considers the needs of others and the environment.
Highest understanding of their values and pays a premium for brands positively impacting people and the planet.
Has the greatest expectations of businesses and government.
Expects businesses to be transparent about data usage and governments to help protect against data breaches. Highly likely to act on climate change.
Philosophy
Comms imperative
Self-direction
Universalism Societal
Universalism Nature
OVER-INDEX
Female bias
South Africa, UK, Spain, Sweden, Netherlands, France
Good neighbor
Places great importance on the welfare of family, friends, and community. Seeks harmony and treats people with loyalty and respect.
Represents the mainstay of the global population, with a focus on protecting family and friends.
Has ‘average’ expectations of business, and governments and expects everyone to be treated equally.
Philosophy
Comms imperative
Achievement
Power
Hedonism
OVER-INDEX
College educated
India, UK, UAE, U.S., Indonesia
Protector
Prioritizes people and planet and strives for equality for all. Feels a duty to act on issues important to them and appreciates other people’s perspectives.
High understanding of values and lives them daily. Expects businesses, governments, and citizens to all do more to create a fairer society and to protect the planet.
Significantly more likely to act personally on climate change with pro-environmental behaviors such as optimizing
Philosophy
Comms imperative
Benevolence
Universalism Societal
Universalism Nature
OVER-INDEX
Female bias
South Africa, UK, U.S., Brazil, Sweden
Traditionalist
Values stability, safety, and harmony. Wants to protect the status quo for the benefit of self, family, and society
Less motivated than others to pay more for purpose-led brands. Of all, places the highest importance on online safety and data privacy.
Expects business to be transparent on data usage, government to educate the public on staying safe online, and social media platforms to do more to protect people.
Least likely to demonstrate pro-environmental behaviors.
Philosophy
Comms imperative
Security
Tradition
Conformity
OVER-INDEX
Secondary education
UK, U.S., South Africa, Indonesia, Philippines, Nigeria, Canada
Conformist
The Conformist wants to fit in above all else. Follows the rules and avoids confrontation in order to succeed.
Least likely to say day-to-day behaviors reflect personal values. Least likely to believe that a brand’s values are more important than its price.
Least engaged with issues of climate change and DEI.
Lowest expectations of businesses and governments in protecting and advancing people and the planet.
Philosophy
Comms imperative
Conformity
Achievement
Power
OVER-INDEX
College-educated
India, UAE, UK, U.S., Japan, South Korea
Gen Z isn’t one unified group, motivated by the same values and goals
When it comes to Gen Z, we are overwhelmed by data, facts and commentary but surprisingly little which is globally inclusive or actionable.
This creates the risk of defaulting to stereotypes which don’t always reflect reality.
This creates the risk of defaulting to stereotypes which don’t always reflect reality.
We have shown that values vary across Gen Z. We also know that Gen Z is represented across all archetypes. But our analysis reveals that they significantly over-index in four archetypes.
When we set these Archetypes, and their defining values, alongside each other, we see the values they share, and those which set them apart from each other.
This nuanced understanding of such an important demographic allows communicators to engage and move them more effectively.
So go past the ‘what’ of Gen Z, to truly understand the ‘why’.
