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The Traditionalists
They need to feel safe and belong. Having rules in place and everyone following them is where their sense of safety comes from
The True Consumers
They are driven to achieve external validation and motivated by a hedonistic pursuit of enjoyment. They want to be seen as being successful and are always on the hunt for the next big thing
The Pioneers
They embrace the new and question everything. They think and act on a global level and strive to make the world a better place
People’s attitudes (what they believe) and their behaviours (what they do), are both fleeting, they change all the time due to external factors such as what happens in society and culture.
Values, on the other hand, hardly ever change in a person’s lifetime. They’re often subconscious, which means they exist at a deeper level than their stated attitudes and beliefs. Which is why when you’re trying to speak to your audience in a way that truly resonates, understanding their values is the critical ingredient that will make your messages more impactful (and your work more effective).
A richer perspective on your audience, which goes beyond the traditional socio-demographical profiles to reveal the hidden motivations behind their actions.
A deeper understanding of your audience, focused on challenging generic and conventional beliefs to reveal real human truths. This will help you decide which aspects of your brand will appeal to your audience, as well as which elements of your sponsorships or partnerships will engage them and how to communicate it all in your marketing.
With strong insights as fuel for bold creative ideas, HumanValues will make your comms work harder and achieve your objectives.
