Motivational Values ECF Oxford March 2012 Chris Rose Campaign Strategy Ltd email@example.com
Who I am• Live in Norfolk UK with two children, partner, two scotties and a spaniel• Communication and campaigns consultant• Scientist, writer, campaigner eg with WWF Intl, Greenpeace Intl., Friends of the Earth• Clients include Amnesty International, Greenpeace, Soil Association, Home Office Drugs Strategy Directorate, UNICEF, Natural England, Environment Agency, National Trust, Unilever, OSI Public Health Program
Usually cannot go …Awareness Eg “PolicyAlignment literalism”EngagementAction
Why ? Because Attention Opportunity Language FilteringI may not be hearing/ seeing you Channel choice Competition/pollution ContextWhat interests you may not interest me Personalisation ImmediacyFraming – I may not be using your frame Recognition Resolution logicMotivational values – it may not meet my Emotional rewardsneeds (unconscious)I may already be undertaking a behaviour in Dilemmaconflict with what you say Discomfort AbilityI perceive I lack the means to act Agency
Consistency heuristicUnmet Attitudes Behaviours Opinionsneeds and beliefs direction of drivers this cannot be reversed
Consistency heuristicOpinion driven by behaviour I do this thing I am sane So this thing “makes sense”
Social Life Opportunities, dynamics, Experiences events, offers politics, issues, and asks lifestyles, trendsUnmet Attitudes Behaviours Opinionsneeds and beliefs Safety and Success belonging
Social Life Opportunities, dynamics, Experiences events, offers politics, issues, and asks lifestyles, trends Unmet Attitudes Behaviours Opinions needs and beliefs BELONGING Measured as Attributes and mapped ESTEEM OF SAFETY OTHERSSELF ESTEEM ETHICAL CLARITY ETHICAL COMPLEXITY
Drivers and behaviours – unmet needsProspectors – Settlers - need forouter directed: security driven:need for success, safety, security,esteem of others identity belonging.then self esteem. Keep things small,Acquire and local, avoid riskdisplay symbols ofsuccess. Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation campaignstrategy.org
What this means for your communication Can it make me / myCan it make me / my country/ organisation/country/ organisation family safe ? Doeslook good, be recognized authority say it is the rightas better or best, thing to do (rules) ? Is itsuccessful , materially tradition ?better off ? Is it fun, Campaignenjoyable ? Is it the right proposition/ ask/answer ? offer Is it ethically the right thing to do ? Is it asking the right question ? It is just, global, benevolent, innovative ? Does it increase self-choice ? Does it help me connect, make a difference ?
Settlers Prospectors PioneersChange ? No thanks, Maybe – if you Of course – and I you lead can show me it have my own ideas worksQuestions ? I’d rather not What’s the But are you asking the hear them right answer ? right ones (there are no ‘right answers’)
“Big ideas, small steps”Values Modes Take care of us, control, set rules, keep it small, “Look after number one”(showing defend our rights, Survival is success,edge Modes discipine accept your lot, keep to the rules, don’t rock theonly) boat, just give me the“It could be me !” - facts, the old ways arerewards, material Brave New World bestwealth, visible success, BELONGINGrecognize me, bling, Roots Goldenlottery, ‘nice’ ,recommendations Dreamer SAFETY ESTEEM OF OTHERS Now“I want the world and Person Concernedwant it now !” – live to SELF ESTEEM Ethicalshop, designer, ETHICAL “Be a better person toadventure, experiences, make the world a betterthe latest stuff, party, Transcender CLARITY place” – do things for thefabulous, give nothing ETHICAL right reasons, rules toup COMPLEXITY help people be better, justice, ethics, opinions “Looking to see what I might find” – life is fun, try new things, intrigue, the unknown, complexity, possibility
Homes (desired impression)Settler Prospector Pioneer
Values and actual behaviour 2008 Who Gives A Stuff About Climate Change lasuopsE sseccuS e lb is iV and Who’s Taking Action ? www.campaignstrategy.org/whogivesastuff.pdf NATURE PORTRAIT ESPOUSERS (Density) Settler + -Prospector %0.001-%0.09 %0.09-%0.08 %0.08-%0.07 %0.07-%0.06 %0.06-%0.05 Pioneer %0.05-%0.04 %0.04-%0.03 %0.03-%0.02 %0.02-%0.01 %0.01-%0.0 Actual action Cause NGO Prospects for Now People action NATURE – They strongly believe that people should care for nature. Looking after the environment is important to them.
Examples of narrative requirements “you should lead” safety discipline less risk power over others order morality familiarity rules success getting things Settler – 31% ‘us’ not security driven ‘them’ visible ability Prospector – Driving needs: safety, security, tradition “the right answer” outer directed identity Driving needs: belonging. better + best success, esteem good time of others, self Pioneer – inner loyalty esteem directed fashion Driving needs: acting on benevolence 28% ethics, making fun connections, exploration, ethics excitement 41% innovation, being all you caring can be novelty nature self-choice universalism “the right question” creativity justice beauty open-ness
Willingness to act on ethical grounds Agreement with: “I would buy a different brand of petrol to avoid using oil from environmentally damaging sources such as tar sands” Very True Fairly True Not Very True Not At All True Yes Possibly NoMost Pioneers Most Prospectors Most Settlers
Values-driven responses – not knowledge-drivenGlobal poverty – Climate change –it doesn’t bother me don’t believe in it Pattern of rejection is almost identical
Comparison of Red (Prospector +Pioneer positioning) and tcktcktck (Pioneer - accidentally)
http://www.joinred.com/red/ - Pioneer-Prospector overlap positioning Action mechanism: shop to stop HIV“Red is not a charity, Red is not a cause, Red is not a theory. Red is aningenious idea that unites our incredible collective power as consumers withour innate urge to help others. Red is where virtue meets desire … The mostsought after brands in the world have become Red partners … AmericanExpress, Apple, Converse, Dell, Emporio Armani, Gap, Hallmark, Microsoft…”. Authentic personal storiesDisplay stuff Celebs + shopping Fun night out Brand support
2009 tcktcktck - Pioneer-only positioning with strong Concerned Ethicaltone Action mechanism: protest, argument Political Serious not fun Nature cause framing (globe image) Global scale – about issue not me Controversial
Global Cool – an NGO deliberately designed to reach Now People (uber Prospectors)
Turn up the Style: Turn down the HeatHome energy use, Winter 09Promoting wrapping up – and going easy on the heatingMaking it cool:• Set of films with celebrity models / stylists creating fabulous warm Winter ‘looks’• Focus on how to burn calories – not money – by turning down the heating• Promoting with ASOS, on-line fashion retailer, and syndicated across internet, eg, to Hello!, Campaign artwork featuring (clockwise from top left): Jo Wood, Stella Tennant, Leah Wood and VV Brown. OK! FabSugar,• On-line ‘hot or not’ voting for best user- generated looks: voting via heating controls!Making it easy:• Advice on finding and using heating controls: many people don’t know what theirs look like or how to use themVideos viewed 20,000 times in the first week!
Our approach is to ‘sell’ the action The problemStart Action • Promote the action – make it attractive in terms that are attractive to the audience: eg, visible symbols of success • All commercial marketing works this way
Same action different propositions and messengers UK example – domestic solar power Energy independence Sign of success = Ethically right thing to = safety power /right stuff to own do Will Anderson www.treehouseclapham.org.uk
Example of climate engagementmechanism for Prospectors (brief:use shopping as channel) (for CSE and Local Authorities)
Example of researching a commondenominator across values groups: engaging on the undersea (for Natural England)
Example of finding a lowest common denominator fromformative research
COMPLEXITY ?Prospectors – Settlers -Cut through it Avoid itBeat it Stick to the factsOvercome it Keep to the basicsMaster it Keep things small, local, avoid risk Pioneers – Connect actions with values Explore it (ideas) Make new connections Check for authenticity Increase it campaignstrategy.org
SCIENCE and TECHNOLOGY ?Prospectors – Settlers -Will solve our Waryproblems Stick to the oldGet the best new ways, the provenstuff Pioneers – Maybe, maybe not – have you asked the right questions ? campaignstrategy.org
Outline Planner Settler Prospector A few generic examples. Tailor messages/ asks/ Social events to be seen at, offers to each audience with celebrity separately. Do not try to ‘sell’ opposing values ! Pioneer
Value Groups – Engagement, rule of thumb Engage GROUPS through/ as/ in groups Belong to SETTLER thingsACTIVITIES PROSPECTOR PIONEEREngage IDEASthrough Engageactivities aroundDo things, issuesget things Think about, debate, change things
More informationCultural Dynamics – 3 Maslow Groups and 12 Values Modeswww.cultdyn.co.uk – take the questionnairedo an ‘immersion ‘seminarwww.campaignstrategy.org – many ‘values’Reports andthe book > (Kindle @ Amazon)Heuristics – see chapter inHow To Win Campaigns (edn 2) andRobert Cialdini’s Influence: the Psychology of Persuasion
Why Inglehart’s surveys are not very useful for campaigns – they donot measure all three main motivational values groupsDespite the (much misunderstood) name, Ingleghart’s ‘post materialist’ and‘materialist’ measurements fail to capture/define the Outer Directed Prospectors –the most materialistic group. Inglehart’s system is very good for looking at longterm social change in relation to democratization but not as a way to plancampaign communications. [Above comparisons made using Inglehart’s surveyquestions].