Live Results! How do your values compare with that of the public? | Psychology of communications | Conference | 29 June 2017

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This document appears to be the results of a values questionnaire given to Michele Madden, managing director of nfpSynergy. It explores drivers of support for different sectors among the UK public and references an upcoming event on June 29th in London about learning from behavioral sciences for communications. The document contains section headings on basic human values theory and exploring support from different populations in the UK.

Government & Nonprofit

Values Questionnaire
– the results
Michele Madden
Managing director
nfpSynergy

2
The Theory of Basic Values
Universalism
Benevolence
Tradition
SecurityPower
Achievement
Hedonism
Stimulation
Self-
Direction
Conformity

3
Exploring drivers of support for sectors

4
Exploring drivers of support by population
UK Public

5
Exploring drivers of support by population
UK Public

6
Exploring drivers of support by population
UK Public

7
Exploring drivers of support by population
Psychology of
communications
UK Public

8
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do: www.charitycomms.org.uk

9
29 June 2017
London
#CCPsychComms
Psychology of
communications
– what can communicators learn from
the behavioural sciences?

Every generation leaves their footprint on media and entertainment, and it looks like the Millennials’ footprint is likely to be a big one. Last week at the ThinkLA conference in Los Angeles, I gave a Presentation on this topic. Attending were over 600 executives in the media and entertainment business. Among this group, there is a growing sense of unease about where it’s all going. Long standing business models have been disrupted overnight. In a recent research paper conducted by Ipsos for the Social Media Advertising Consortium, it was reported that 30% of Millennials’ media time (5 hours/day) is now spent with User Generated Content (UGC) created by their friends and peers. Our own research at LifeCourse confirms this. In a recent survey we conducted for twitch.tv, we found that 93% of Millennials go to social networking sites on their smart phones. This compares to 85% of GenXers and only 52% of Boomers. Conventional media like broadcast television is under enormous pressure to stem eroding market share from emerging media, and Millennials are leading this shift. History shapes generations. Generations shape history. To understand how Millennials influence these new trends and discern where it is all going, we need to go back in time to the formative years of their childhood, and their coming of age experience– their own history. These early experiences shape their values and beliefs that remain enduring and unique, and can give us a glimpse into the future. Every generation is shaped by their place in history. Aristotle said that history shapes generations, and then generations shape history. Millennials were raised during a time of increasing parental involvement. We’ve all heard stories of helicopter parents, clearing the way for their child’s success and achievement. Indeed, Millennials were raised to feel special and instilled with an ethic of achievement. Surrounded by a team of parents, teachers, coaches, and tutors, the expectation of individualized attention as well as a trusting support network allowing them to grow and achieve has always been part of the Millennials coming of age story. Role models at an early age encouraged teamwork and cooperation. Do you remember Barney the Dinosaur? I love you, you love me, we’re one big happy family… By contrast, GenXers grew up to learn to fend for themselves– it was a time of declining parental involvement. One of the iconic figures of their coming of age experience was a Muppet who lived in a garbage can– Oscar the Grouch!

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