The New Frontier of Values Research

Each day people make countless decisions. Understanding how decisions are made and the hierarchy of decision influences creates a new level of alignment between brands—even issues or causes—and consumers.

Values driving our decisions have always been personally directed, but more often now, decisions are being driven by societal values and how others view or benefit from the decision.

Our latest research shows that nearly a quarter of Americans are thinking more about how their decisions, choices and judgments will impact or benefit others.

People are evolving in their decision-making process and the journey they take toward a goal. Tweet

We talked to thousands of people to see how some of the most common values of our times are shaping their everyday decisions. While as a society we strive to be caring and seek love and peace of mind overall, we found many interesting differences in the relative importance this subset of values carries for various demographic groups.