What We Value

Iconoculture, a global consumer research and advisory firm, has conducted research ranking the most important values shared across life stages in North America, Europe, South America and Asia/Pacific global regions.

Some key insights they identify are:

  1. Loyalty, success, honesty, courtesy and equality are top ranking values of North Americans, regardless of age. Meanwhile Latin Americans most value loyalty, authenticity, equality, sustainability and reliability.
  2. Europeans’ top value set includes loyalty, courtesy, authenticity, honesty, and sustainability. Consumers in Asia/Pacific regions value success, health, authenticity, comfort, and sustainability.
  3. Authenticity and sustainability are among the top values for everyone except for North Americans.

Given the Occupy movement across the US, I found it interesting those who valued equality the least are the very young, those in middle age and seniors.


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