The development of a global culture—where people in many countries watch the same movies, listen to the same music, and buy the same products—is now producing a global shared-value system. People around the world are becoming more alike than different.
Researchers at Roper Starch Worldwide surveyed 35,000 consumers in 35 countries, asking them to identify which in a list of values they thought were most important (see list in “Trendex”). Based on those rankings, six mindsets emerged, offering a glimpse inside the minds of unchurched Harry and Mary and Henryck and Maria.
Creatives: These are renaissance people who are deeply committed to life, learning, and technology.
The key message to reaching them is “Challenge my mind, broaden my horizons.”
Fun seekers: Party people stress social and hedonistic pursuits. They focus on excitement, recreation, and technology.
Key message: “Entertain me with fun, friends, and fantasy.”
Intimates: People people are concerned with family, home, and personal relationships and value them above all else.
Key message: “Help me relax and enjoy life with those I love.”
Strivers: Workaholics are ambitious, power-seeking, and driven by a desire for status and wealth.
Key message: “Cut to the chase. Don’t waste my time. What’s in it for me?”
Devouts: Traditionalists have strong convictions about faith, duty, and respect for the past.
Key message: “Respect me and those of my faith.”
Altruists: Humanitarians are proponents of social causes. They place a higher value on social issues and the world at large.
Key message: “Assist me in contributing to the world around me.”
Send in the clones: Global marketing strategies are homogenizing our tastes, purchasing patterns, and beliefs. Here are the top ten values held by consumers worldwide.
47% — protecting the family
More on the survey is available from www.roper.com and from www.AmericanDemographics.com. The findings were published in the October 2000 issue of American Demographics.
Trendex
38% — honesty
31% — health and fitness
28% — self-esteem
27% — self-reliance
27% — justice
27% — freedom
26% — friendship
26% — knowledge
25% — learning
—from a poll by Roper Starch Worldwide
My still, small voice:
The percentage of Americans who believe “following your own conscience” is a mark of strong character: 97
The percentage who believe “obeying those in positions of authority” is: 92
—University of Virginia Institute for Advanced Studies, cited in Harper’s (May 2001)
More religion, please:
Two-thirds of people in the U.S. say they want religion to play a greater role in society, according to a study by Public Agenda:
69% say religion is the best way to strengthen family values,
62% say it’s most important for religion to influence personal behavior,
25% say reliance on religion isn’t necessary,
4% say there’s nothing wrong with family values and moral behavior as they are.
—American Demographics (March 2001)
Copyright © 2001 by the author or Christianity Today/Leadership journal. Click here for reprint information on Leadership.
