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:
- 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.
- Europeans’ top value set includes loyalty, courtesy, authenticity, honesty, and sustainability. Consumers in Asia/Pacific regions value success, health, authenticity, comfort, and sustainability.
- 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.
- Kathleen Kennedy Townsend on ‘A More Perfect Union: A Dialogue on American Values’ (abcnews.go.com)
- America’s ‘Oh Sh*T!’ Moment (thedailybeast.com)
- Refocusing Our Values (indiancountrytodaymedianetwork.com)
- Consumers Won’t Settle For Cheap, Discounted Products (businessinsider.com)