The Psychometrics of Sustainability - John Marshall Roberts
- 601 views
What if you could understand, really understand your customers? What if you could finally transcend demographic profiles and grasp the very core of their worldview: the key metaphors they use to make ...
What if you could understand, really understand your customers? What if you could finally transcend demographic profiles and grasp the very core of their worldview: the key metaphors they use to make sense of the world, their level of social optimism, the values lenses that they both love and despise, and their secret mental models for aspiration and growth? Imagine what might then be possible for the vitality and market penetration of your brand? John Marshall Roberts discusses the results of audience research he had conducted: the various individual and combined worldviews, including Indigo (holistic), Gold (systems), Jade (humanistic), Copper (individualistic), and Navy (absolutistic). Secondly, he provides sound guidance on leadership and interpersonal communication, and gives the best angle for messaging social responsibility for the four most common worldviews. After all, applying a universal "care for the planet" message will resonate highest with humanistic thinkers, but will leave many other people uninterested. Dynamically communicating the benefits and values of sustainability and environmentalism to meet the diverse worldviews of people, is what is needed to make the movement gain traction and greater acceptance.
- Total Views
- Views on SlideShare
- Embed Views