The Matter More Project

THE MATTER MORE PROJECT
WHAT MATTERS MOST TO AMERICANS:
ALIGNING YOUR BRAND WITH LIFE PRIORITIES

3
“When dealing with people,
remember you are not dealing
with creatures of logic,
but creatures of emotion.”
– Dale Carnegie

© MWW GROUP, ALL RIGHTS RESERVED | WHAT MATTERS MOST TO AMERICANS
MATTER MORE
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For brands, companies, marketers and communicators, success today requires more than
just knowing who our audience is. We need to understand what they value and prioritize;
the key to connecting emotionally with our consumers. The idea of emotion is powerful;
it is the glue that turns connections, users and customers into ambassadors, advocates
and friends.
WHAT DO U.S. CONSUMERS VALUE THE MOST, AND WHY SHOULD WE CARE?
As marketers, we have more data today than ever before.
We have unprecedented information about our customers,
from how many are gay versus heterosexual to who voted
for whom. We also have unprecedented data on what
they do and who they do it with. The data that informs
our media channel decisions is readily available as well:
we know when Pinterest is preferable to Houzz, and so on.
Yet our core communications research problem is not
access to or lack of data. Rather, it is that our data does
not inform how we can create those emotional connections
with consumers. Unfortunately, emotions are not rational
bits of information that can be easily captured when
a credit card is swiped or a Facebook like is acquired.
So what is the answer? When push comes to shove,
it is our priorities that have emotional relevance.
With the goal of delivering meaningful intelligence
to marketers, business leaders and policy makers,
MWW conducted the largest-known proprietary study
evaluating what matters most to adult consumers in the
U.S. – what they value at the core. In this introductory
paper, we explore the relative importance of different
priorities across various customer segments, and we also
highlight which priorities are most favored. We help your
communications matter more to your customers.

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MWW conducted an online survey of nearly 10,000 adults across the U.S. in spring
2014. Fielded by Critical Mix, the survey was distributed to segments mirroring the
overall population of the U.S., with appropriate weighting by age, gender, geography,
income and other standard demographic factors.
METHODOLOGY
The survey was designed to assess the relative importance that individuals
place on 48 distinct priorities encompassing nearly every aspect of adult
life—work, technology, travel, health, family, and so on. The questions were
presented in 24 trade-off scenarios, randomized for each respondent using
the MaxDiff methodology.
MWW applied statistical analysis and highlighted the specific priorities that
are most important within certain customer segments and examined the
priorities which rated highest. The margin of sampling error for the total
sample is plus or minus 1% at the 95% confidence level.
The priorities were derived from all of “Reiss’s 16 motives1
” or basic desires:
acceptance, family, competition, curiosity, food, honor, idealism, independence,
influence, order, physical exercise, romance, saving, social contact, status
and tranquility. These motives are defined by Ohio State University Professor
Steven Reiss in his book, “Who Am I? The 16 Basic Desires That Motivate
Our Actions and Define Our Personalities.” In this book, Dr. Reiss describes
his theory of 16 Basic Intrinsic Motivations: That humans are motivated by
intrinsic psychological drives, and that these drives are ends in themselves.
The combinations of these 16 motivations describe the variability of human
personality. These 16 motivations are irreducible, in that any other described
drive or motivation can be expressed by the fundamental 16.
1. Reiss, Steven. “Who Am I? The 16 Basic Desires That Motivate Our Actions and Define Our Personalities.” August 2002.

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SPENDING TIME WITH YOUR FAMILY
BEING TRUE TO YOURSELF
FEELING SAFE AND SECURE
STANDING UP FOR WHAT YOU BELIEVE IN
FEELING LOVED
HAVING A SENSE OF PURPOSE
BEING RELIABLE
FEELING A SENSE OF BELONGING IN YOUR DAILY LIFE
BEING SELF-RELIANT
HELPING OTHERS
HAVING A PARTNER (SPOUSE, SIGNIFICANT OTHER)
ACTING ETHICALLY
SAVING FOR THE FUTURE
AVOIDING STRESS
MAINTAINING AN EVEN WORK/LIFE BALANCE
MAINTAINING A HEALTHY DIET
PRACTICING YOUR RELIGIOUS FAITH
KEEPING PHYSICALLY FIT
LIVING IN A JUST SOCIETY
BEING TOLERANT
TRUSTING OTHERS
BEING RESPECTED BY YOUR PEERS
TIME FOR PLAY AND FUN
LIVING BY A BUDGET
KEEPING THINGS IN ORDER
BEING LOYAL TO CULTURAL TRADITIONS TRADITIONAL PRIORITIES
CHALLENGING YOURSELF AS A CRITICAL THINKER
HAVING AN ACTIVE SEX LIFE
BEING CREATIVE
ENJOYING GOOD FOOD
MAKING A LOT OF MONEY
PLAYING BY THE RULES
MAINTAINING MY PRIVACY
AVOIDING UNNECESSARY RISKS
BEING CURIOUS
HAVING ROUTINES TO LIVE BY
BEING PART OF A COMMUNITY
HAVING YOUR ACHIEVEMENTS RECOGNIZED
BEING IN-THE-KNOW
BEING A LEADER
HAVING HIGH AESTHETIC STANDARDS
STAYING AT THE FOREFRONT OF TECHNOLOGY
COMPETING TO BE THE BEST
HAVING A LARGE AND ACTIVE SOCIAL NETWORK
BEING POLITICALLY ACTIVE
STANDING OUT FROM THE CROWD
BEING FASHIONABLE
BEING A TRENDSETTER
48 PRIORITIES IN RANK ORDER
10 2 3 4 5

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In our first study, we identified customer segments and industries containing priorities
that differentiated themselves versus the average consumer and thus will be the most
useful for marketers.
Within each we provide both demographic and priorities data that will best enable
marketers to build effective communications strategies that foster deep emotional
connections, customer experiences and relationships.
CUSTOMER SEGMENTS
WHAT REALLY MATTERS
MILLENNIALS GEN-X BOOMERS

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1.Spending time with
your family
2. Being true to yourself
3.Feeling loved
4.Feeling safe and secure
5.Standing up for what you
believe in
1.Spending time with
your family
2. Being true to yourself
4. Standing up for what you
believe in
5. Feeling loved
1.Being true to yourself
2. Spending time with
your family
3. Standing up for what you
believe in
5. Having a sense of purpose
Generation is one of the most common factors that marketers use to segment
audiences. We compared which priorities were deemed most and least important
across Millennials, Gen-X and Boomers.
A CLOSER LOOK AT PRIORITIES AMONG CUSTOMER SEGMENTS
SIMILARITIES AND DIFFERENCES
MILLENNIALS GEN-X BOOMERS
WHAT MATTERS MOST WHAT MATTERS MOST WHAT MATTERS MOST
WHAT MATTERS LEAST WHAT MATTERS LEAST WHAT MATTERS LEAST
1.Being fashionable
2. Being a trendsetter
3.Being politically active
4. Standing out from the crowd
5.Having a large and active
social network
1.Being politically active
2. Standing out from the crowd
3. Being fashionable
4. Being a trendsetter
5. Having a large and active
social network
1.Standing out from the crowd
2. Being fashionable
3.Being a trendsetter
4. Being politically active
5.Staying at the forefront of
technology

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WHAT MILLENNIALS
PRIORITIZE HIGHER
THAN THEIR
PARENTS
STANDING OUT
FROM THE CROWD
BEING
FASHIONABLE
BEING A
TRENDSETTER
COMPETING
TO BE THE BEST
STAYING AT THE
FOREFRONT OF
TECHNOLOGY
While there are tremendous similarities in priorities across generations as
a result of cultural norms, it is the differences that communicators should
leverage to maximize their target’s perception of relevance. For example,
Millennials are the only demographic for which “saving for the future” is a top
priority. This is reflective of the group’s aspirations as well as their knowledge
that retirement is no longer something that can be assumed.
Millennials also show a major difference in those priorities that matter least
to them; they consider playing by the rules to be among their least important
priorities. While this may seem to indicate a lack of respect or selfishness, it
is important to consider that Millennials have come of age in the era of reality
TV and Internet billionaires. To them, being referred to as a “disrupter” is a
compliment, and those who adhere to the rules get left behind. Meanwhile,
those making the rules seem to be those who get ahead.
6x
4x
4x
3x
2.7x

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It’s interesting to note that both the least and most important priorities of
Millennials, Gen-X and Boomers are virtually the same, just in a different
order. For Boomers, who are now nearing their golden years, having a sense
of purpose ranks significantly higher as a priority than it does for Gen-X and
Millennials.
While these variances begin to suggest approaches that may be more effective
for each group, we also looked at the relative weight of priorities in each
group. This tells us not just what matters more and less, but how much more
or less it matters. These differences in priority reveal another level at which
communicators can adjust messaging to increase relevance and appeal to each
particular segment.
“While there are
tremendous similarities
in priorities across
generations as a result
of cultural norms,
it is the differences
that communicators
should leverage
to maximize their
target’s perception
of relevance.”

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When looking at the relative weight given to priorities, Millennials placed a much
higher emphasis on those that reflect the desire to be an influencer and rise above the
rest of the population. In order to pursue these priorities, the group places considerably
less importance on more community-related priorities.
MILLENNIALS
A STRONG DRIVE FOR INFLUENCE, WITH LESS CONCERN FOR OBEYING RULES
MILLENNIALS IN THE WORKPLACE
Millennials are also an important segment for business leaders. Today 45 million
are employed2
, and by 2025, they will make up 75% of the U.S. workforce. For
employers looking to recruit and retain the best Millennial talent, look to these
priorities as guidelines by which to treat individuals in this group – both during
the hiring process and throughout their careers.
• Build a workplace culture with opportunities to take on leadership roles
• Promote a fair work/life balance
• Recognize well-performing employees through monetary and non-monetary
rewards
MARKETING INSIGHT OPPORTUNITY
On the surface, one could surmise from this data that Millennials are selfish,
with disregard for society as a whole; however, one must view these findings in
the context of their relative inexperience with many things in life as well as the
culture in which they have grown up. Much like the Baby Boomer generation
did before them, they have an optimistic world view and believe they can
reshape the future on their terms. For marketers, messages should be relevant
to Millennials’ aspirations; for example, position your product or service as
one that will inspire the admiration of others and promote ideas that connote
independence and/or uniqueness.
In addition, Millennials value and prioritize more things than other generations,
including priorities that may appear to be at odds; for example, they prioritize
both self-reliance and helping others. Millennials’ eclectic collection of priorities
requires that marketers branch out beyond a black and white point of view,
keeping in mind that Millennials see many “colors” in terms of their priorities.
HIGH PRIORITY*
• Maintaining an even
work/life balance
• Making a lot of money
• Having achievements
recognized
• Being a leader
LOW PRIORITY*
• Playing by the rules
• Being tolerant
• Acting ethically
2. Forbes. “The Business of Doing Good: How Millennials Are Changing the Corporate Sector.” June 18, 2014.
* Relative to other generations

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In regard to the negatively-correlating priorities for Millennials, such as the lack of priority for tolerance, rules and ethics,
these can actually prove helpful to marketers in crafting messages that are disruptive in a good way. Millennials value
products and services that they see as distinct and rising above the rest of the pack, and that are created based on a
“breaking the mold” type of business model. Warby Parker is one example of a brand doing just that: the company disrupted
the eyewear industry by forging its own path and changing the way people feel about something (buying eyeglasses) enough
to change their purchasing habits. In an industry historically prevalent with mark-ups, Warby Parker challenged the pricing
model, all while pushing forth their social mission of donating a pair of eyeglasses for each pair purchased. The business
grew 500% in their first year, with sales mainly driven by word of mouth.3
And the Millennial response to the brand has been
resoundingly strong.
“For marketers,
messages should be
relevant to Millennials’
aspirations; for
example, position your
product or service as
one that will inspire
the admiration of
others and promote
ideas that connote
independence and/or
uniqueness.”
TOP TAKEAWAYS
1. Millennials have a wider variety of high priorities
than other generations
2. They prioritize both self-reliance and helping others
3. Messages should be relevant to Millennials’
aspirations
4. Promote ideas that connote independence,
uniqueness and that inspire the admiration of others
5. Be disruptive in a good way
3. Inc. “How Warby Parker Grew So Fast: 3 Reasons.” March 7, 2012.

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Born between 1964 and 1981, Generation X (Gen-X) is the bridge generation between the
Millennials and Baby Boomers. In comparison to Millennials and Boomers, the priorities
deemed most important by this group reflect a pragmatic and balanced generation that
has been heavily influenced by the Boomer generation. This is the “MTV generation,”
which saw the emergence of everything from music videos and video games to hip-hop,
the Internet and AIDS.
GENERATION-X
CONTEMPLATING THE FUTURE WITH BALANCE AND PRAGMATISM
Studies show this is a highly educated group; active, balanced, and family-
oriented, with a high tendency for volunteerism. Unlike their parents, who
challenged leaders with an intent to replace them, Gen-X is more likely to work
toward long-term systematic change through economic, media and consumer
actions. Their world view is based on the need to combat corruption, and a
search for human dignity and individual freedom. Now approaching middle age,
this group is starting to contemplate their futures while still trying to enjoy today.
Marketers should not discount the pragmatism of Gen-X combined with their
desire to help others. The materialistic, disenfranchised slacker stereotype
associated with this generation does not seem to hold. This is a group that
prioritizes a sense of belonging and acting ethically over more selfish notions of
being a leader and having one’s accomplishments recognized. Thus, messages
tailored with a “me first” angle or suggesting radical shifts will be met with
suspicion. Rather, messages that ring true to Gen-X as authentic, even altruistic,
such as social good campaigns, will be much better received.
Similarly, focus messaging around the idea of individual freedom, particularly
regarding work/life balance and the importance of making time for fun and
enjoyment, but be cognizant of the fact that for Gen-X, individual freedom
does not come at the expense of caring for others or behaving ethically.
HIGH PRIORITY*
work/life balance
• Time for play and fun
• Living by a budget
LOW PRIORITY*
• Practicing your
religious faith
• Trusting others
• Having high
aesthetic standards

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TOP TAKEAWAYS
1. Gen-X is fiercely pragmatic yet cares about helping
others
2. Work/life balance is very important
3. Behaving ethically trumps being recognized for
their accomplishments
4. Messages should connect as authentic
5. Social good campaigns play to Gen-X’s altruistic
leanings
“This is a group that
prioritizes a sense of
belonging and acting
ethically over more
selfish notions of being
a leader and having
one’s accomplishments
recognized.”

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Baby Boomers are the largest generation in U.S. history. Born between 1946
and 1964, this demographic makes up approximately 25% of the total U.S. population.4
Still controlling a majority of consumer spending power, Boomers will continue to be
an important part of the economy and a vital demographic with which organizations
want to connect.
BOOMERS
THE ANTI-MILLENNIALS
While Gen-X is a generation influenced by their elders and influencing their
juniors, the results of our Matter More survey reveal that Boomers are essentially
the Anti-Millennials, valuing the exact same things the Millennials de-emphasize.
These priorities largely pertain to functioning as a peaceful society. There is
also more preference among Boomers for what might be considered traditional
values. The survey also revealed that Boomers place higher importance on fewer
priorities, meaning their top priorities are strongly so. This is another area where
they can be called the Anti-Millennials, who placed high importance across many
more priorities.
For marketers, this means there are fewer priorities that will be relevant and
appeal to Boomers, increasing the chance for authentic, emotional connections,
but at the same time requiring a more targeted approach. Boomers have a
loyalty to tradition and traditional brands, meaning the very same messages
that might turn off Millennials as “old-fashioned and boring” will resonate
with Boomers. In turn, brands or messages viewed as too “outside the box” or
tailored for the “in crowd” may not attract Boomers, as they are not a group that
easily gravitates toward the latest trends. Baby Boomers also value playing it
safe and following the rules, so an organization that’s trying to reach this group
should do the same.
4. CNN. “Baby Boomer Generation Fast Facts.” November 6, 2013.
HIGH PRIORITY*
• Living in a just society
• Being tolerant
• Being loyal to cultural
traditions and
traditional priorities
• Playing by the rules
LOW PRIORITY*
work/life balance
• Having an active
sex life
• Making a lot of money

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TOP TAKEAWAYS
1. Boomers hold fewer priorities dear, requiring
a targeted approach
2. They don’t gravitate toward the latest trends
3. Loyalty and tradition rank high
4. Messaging should align with Boomers’ desire
to play it safe and follow the rules
5. The greater good is more important than going
at it alone
“...there are fewer
priorities that will be
relevant and appeal to
Boomers, increasing the
chance for authentic,
emotional connections,
but at the same time
requiring a more
targeted approach.”
Additionally, this is not a generation that wants to go at it alone. Boomers have a greater tendency to be humanitarian,
with their strong belief in fairness and living in a just society. Rather than asking “what’s in it for me?,” Boomers are
more likely to care about the greater good and ask, “what is best for society?” Thus, marketers would do well to focus
messaging around helping Boomers better support their families and communities, and tying this messaging to traditions
that Boomers hold dear.

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The similarities we found among such a vast array of
adults demonstrate that we as Americans share a set
of core priorities that are deeply ingrained and culturally
driven. The failure to respect these priorities can cause
considerable backlash. Yet we have also identified
interesting differences among groups in what they
consider most important, such as Boomers favoring
the very priorities that matter least to Millennials.
These indicators allow us as marketers a window into
how we can achieve a stronger emotional connection
and achieve greater relevance.
When push comes to shove, when instinct overrides rational argument, when,
in the silence of our thoughts, safe from the pressures of our peers, we decide,
it is our priorities that have emotional resonance. By figuring out what really
matters to consumers, we can Matter More™. In the coming months, MWW’s
Matter More™ Project will delve more deeply into how emotionally-driven
consumer priorities correlate with specific behavioral actions such as affinity,
product consideration, or purchase of a product or brand. We will also examine
the priorities that are most likely to elicit a desired behavioral response. We hope
the results of our study help you to Matter More™ to consumers.
CONCLUSION
WHAT MATTERS MOST
“When push comes to
shove, when instinct
overrides rational
argument, when,
in the silence of our
thoughts, safe from
the pressures of our
peers, we decide, it is
our priorities that have
emotional resonance.
By figuring out what
really matters to
consumers, we can
Matter More™.”

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Jess Seilheimer
Chief Strategy Officer
jseilheimer@mww.com
David Herrick
Chief Operating Officer
dherrick@mww.com
MWW
304 Park Avenue South, 8th Floor
New York, NY 10010
212-704-9727 | www.mww.com
NEW YORK / LONDON / SAN FRANCISCO / LOS ANGELES / CHICAGO
WASHINGTON DC / DALLAS / TRENTON / EAST RUTHERFORD
For more information about how our research can benefit your brand, please contact us.

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