The document summarizes the results of a national values assessment conducted in the United Kingdom with 4000 participants. It finds that in their personal values, UK citizens highly value meaningful relationships like caring, family, honesty and friendship. When asked about their local communities, participants reported a predominantly positive experience characterized by quality of life, safety, and sense of community. However, their view of the national culture was more negative, associated with bureaucracy, crime, corruption and wasted resources. Citizens desired priorities like caring for others, accountability and affordable housing that align with their personal values.

1. Values: At the heart of a
happier world

2. Action for Happiness: building a happier society together
A movement of people taking action
to create a happier society for everyone

3. A growing global community

4. “I will try to create more happiness and
less unhappiness in the world around me”
The Action for Happiness pledge

5. Upcoming Action for Happiness events
Empathy film and discussion
with Mary Gordon
(Wed 27 Feb)
Mindfulness
with Jon Kabat-Zinn
(Thu 28 Mar)
Compassion
with Karen Armstrong
(Thu 18 Apr)

6. www.actionforhappiness.org
facebook.com/actionforhappiness
@actionhappiness
youtube.com/actionforhappiness
Join the movement. Be the change

7. Values at the Heart of a Happier World
January 24th 2013

8. 8

9. 9
materialistic
short-term focus
educational opportunities
uncertainty about the future
corruption
elitism
material needs
wasted resources
gender discrimination
blame
accountability
family
employment opportunities
financial stability
optimism
dependable public services
honesty
social responsibility
human rights
poverty reduction
Iceland National Assessment 2008
family
honesty
responsibility
accountability
financial stability
trust
friendship
positive attitude
humour/fun
adaptability
respect
Personal Values Desired CultureCurrent Culture
Cultural Entropy 53%

11. 1200 Citizens + 300 Government, + 500 Volunteers
Themes: Education, Economy, Equal rights, Family,
Environment, Public administration, Welfare, Sustainability

12. 12
Organisation A Organisation B
Value
client satisfaction
making a difference
integrity
teamwork
humor/fun
quality
ethics
financial stability
Level
2
6
5
4
5
3
7
1
Value
blame
short term focus
internal competition
buck passing
risk averse
customer satisfaction
information hoarding
profit
Level
2
1
2
3
1
2
2
1
A Tale of Two Companies
Service
Making a Difference
Internal Cohesion
Transformation
Self-Esteem
Relationship
Survival

13. 13
Organisation A Organisation B
A Tale of Two Companies
Service
Making a Difference
Internal Cohesion
Transformation
Self-Esteem
Relationship
Survival
People Financial
viability
Excellence Ethics Resilience

14. 14
Cultural Entropy
Cultural Entropy measures that percentage of
fear, dysfunction, negative and destructive
energy in the organisation
40% = Crisis
10% = Healthy

15. 15
Are your company core values lived?
1. long hours (L)
2. being the best
3. cost reduction (L)
4. poor communication (L)
5. client collaboration
6. bureaucracy (L)
7. confusion (L)
8. arrogance (L)
9. hierarchy (L)
10. silo mentality (L)
1. accountability
2. customer satisfaction
3. being the best
4. commitment
5. compassion
6. continuous improvement
7. integrity
8. teamwork
9. cost effectiveness
10. respect
Core Values
client collaboration
teamwork
delivery
meritocracy
integrity
Core Values (I-Care)
integrity
compassion
accountability
respect
excellence

16. 16
Maslow’s Needs to Barrett’s Consciousness
Know and
Understand
Physiological
Safety
Love & Belonging
Self-esteem
Abraham Maslow
Know and
Understand
N e e d s C o n s c i o u s n e s s
Self-Actualization
Richard Barrett

17. 17
Story of a full spectrum organisation
Service to humanity and societal contribution
External collaboration, community involvement
Sense of purpose & strong internal community
Ongoing improvement and employee participation
High performance systems, high quality output
Positive relationships that support organisation needs
Financial viability and employee safety

18. 18
7 Levels of Organisational Consciousness
Positive Focus / Excessive Focus
Service
Making a
Difference
Internal Cohesion
Transformation
Self-esteem
Relationship
Survival
Financial Stability
Shareholder value, organisational growth,
employee health, safety. Control, corruption, greed
Employee Recognition
Loyalty, open communication, customer satisfaction,
friendship. Manipulation, blame
High Performance
Systems, processes, quality, best practices,
pride in performance. Bureaucracy, complacency
Continuous Renewal and Learning
Accountability, adaptability, empowerment,
teamwork, goals orientation, personal growth
Building Internal Community
Shared values, vision, commitment, integrity,
trust, passion, creativity, openness, transparency
Strategic Alliances and Partnerships
Environmental awareness, community involvement,
employee fulfilment, coaching/mentoring
Service To Humanity and the Planet
Social responsibility, future generations, long-term
perspective, ethics, compassion, humility

19. Survey Questions
1) Personal Values
Please select ten of the following values/behaviours that most reflect
who you are, not who you desire to become.
2) Current Organisational Culture Values
Please select ten of the following values/behaviours that most reflect
how your organisation currently operates.
3) Desired Organisational Culture Values
Please select ten of the following values/behaviours that you would
desire for your organisation to achieve it's highest performance.

20. cost reduction
bureaucracy
confusion
profit
information hoarding
short term focus
hierarchical
results orientation
client satisfaction
empire building
client satisfaction
employee fulfilment
continuous improvement
effective communication
teamwork
financial stability
adaptability
trust
professionalism
vision
CBT Technology
honesty
commitment
humour/fun
reliability
enthusiasm
adaptability
family
integrity
trust
balance home/work
Personal Values Desired CultureCurrent Culture

21. Beliefs Divide
Values Unite

22. economic growth
caring for elderly
affordable housing
concern for future generations
job security
social justice
caring for the disadvantaged
environmental awareness
human rights
material wealth
caring for elderly
economic growth
concern for future generations
job security
environmental awareness
caring for the disadvantaged
affordable housing
education
honesty
prosperity
Latvian
Desired Culture
Russian
Desired Culture

23. family
caring
honesty
responsibility
humor/ fun
accountability
respect
positive attitude
integrity
friendship
caring
family
humor/ fun
honesty
friendship
responsibility
compassion
respect
accountability
positive attitude
Democrat
Personal Values
Republican
Personal Values

24. 24
“I do not have enough.
I am not loved enough.
I am not enough.”
The sum of all human fears in one single tweet
63 Characters

25. 1. Choose three values that are important to you in
your life?
2. What are your beliefs that support each value?
3. What behaviours do you exhibit that support each
value?
4. What value would you like to live more fully, and in
which area(s) of your life?
Personal Values Exercise

26. UK National & Community Values Assessment
Public Launch - January 24th 2013

27. www.valuescentre.com 27

28. www.valuescentre.com 28
CTT National Assessments – Status Jan 2013
Denmark
2008
Latvia
2007
Sweden *2012
2009, 2010, 2011,
2012
Iceland
2008, 2010
Belgium
2010
UK
2012
Finland
2010, 2011
Spain
(Extremadura) 2010
Macedonia
(Skopje) 2009
Switzerland
2011
France
2012
USA *2011
2009, 2010, 2011
Australia
2009
Canada
2010
South Africa
2011
Bhutan
2008
Brazil
2010
Nigeria
2012
Argentina
2001**
Egypt
T.B.D.
Singapore
2012
Bahamas
T.B.D.
India
T.B.D.
United Arab
Emirates
T.B.D.
Qatar
T.B.D.
South America
North America
Africa
Asia
Oceania
Europe
Venezuela
2010 **
Trinidad
Tobago
2012
* Community Assessments ** Not statistically valid
Hungary
2012 (Test)
Slovakia
2012 (Test).
New Zeeland
T.B.D.
Italy
2012

29. www.valuescentre.com 29
Who did we ask? Total UK sample size 4000
16-19 188 4.7%
20-24 280 7.0%
25-34 653 16.3%
35-44 700 17.5%
45-54 778 19.5%
55-64 763 19.1%
65-74 514 12.9%
75+ 124 3.1%
England 3377 84.4%
Northern Ireland 100 2.5%
Scotland 320 8.0%
Wales 203 5.1%
Male 1987 50%
Female 2013 50%
North East 177 4.4%
North West 434 10.9%
Yorkshire and The Humber 345 8.6%
East Midlands 317 7.9%
West Midlands 351 8.8%
East 342 8.6%
London 476 11.9%
South East 584 14.6%
South West 351 8.8%
Age
Country
Gender
UK Region
We are very grateful to the Wellbeing Team at UK Office for National Statistics for the help in the survey design and sample size guidance.
Employed 2195 54.9%
Unemployed 253 6.3%
Not working or seeking work 1552 38.8%
Employment status

30. www.valuescentre.com 30
Key Message #1
The personal values of UK citizens show that
meaningful relationships are vitally important to
them.
• caring
• family
• honesty
• humour/ fun
• friendship
• fairness
• compassion
• independence
• respect
• trust

31. www.valuescentre.com 31
Key Message #2
When asked about their direct experience of life
in their local communities, the UK citizens paint a
predominantly positive picture.
• quality of life
• family
• buy local
• helpfulness
• friendship
• community services
• safety
• drugs/ alcohol (L)
• uncertainty about the future (L)
• sense of community

32. www.valuescentre.com 32
Key Message #3
When asked about their perceptions of life in the
nation, they paint a far more challenging picture. If
community life is so positive, how do these negative
perceptions arise?
• bureaucracy (L)
• crime/ violence (L)
• uncertainty about the future (L)
• corruption (L)
• blame (L)
• wasted resources (L)
• media influence (L)
• conflict/ aggression (L)
• drugs/ alcohol (L)
• apathy (L)

33. www.valuescentre.com 33
The desires and priorities of UK citizens for their
communities and the nation reflect the essence of their
personal values.
• caring for the elderly
• accountability
• affordable housing
• caring for the disadvantaged
• employment opportunities
• dependable public services
• concern for future generations
• effective healthcare
• honesty
• governmental effectiveness
• community services
• quality of life
• buy local
• sense of community
Key Message #4

34. 34
Cultural Entropy by Region
61%
64% 64%
61%
60%
58%
58%
57%62%
56%
62%
22%
21% 24%
19%
23%
20%
21%
20%23%
24%
23%
52% 24%
UK Overall = 59% UK Overall = 22%
National View Community view

35. www.valuescentre.com 35
Entropy Percentages by Nation
79
72
63 60 59 57 56 54 53 51 48
42 42 42 41
32
26
21
12
4
0
10
20
30
40
50
60
70
80
90 Trinidad
Venezuela
Iceland
Argentina
UK
France
USA
Latvia
Belgium
Brazil
Finland
Australia
SouthAfrica
Sweden
Singapore
Canada
Switzerland
Denmark
UAE
Bhutan
Cultural entropy is a measure of dysfunctional, toxic or destructive energy in a system

36. 36
UK Subjective Wellbeing Scores
ONS July 2012 BVC Oct 2012
Overall, how satisfied are you with
your life nowadays
7.4 6.3
Overall, to what extent do you feel
that the things you do in your life are
worthwhile?
7.7 6.8
Overall, how happy did you feel
yesterday?
7.3 6.6
Overall, how anxious did you feel
yesterday?
3.1 3.9

37. National Values Assessment: UK National View
Prepared by:
Barrett Values Centre
October 11, 2012

38. National Values Assessment: UK National View (4000)
bureaucracy (L) 2024 3(O)
crime/ violence (L) 1745 1(R)
uncertainty about the future
(L)
1728 1(I)
corruption (L) 1574 1(O)
blame (L) 1506 2(R)
wasted resources (L) 1494 3(O)
media influence (L) 1272 3(O)
conflict/ aggression (L) 1256 2(R)
drugs/ alcohol (L) 1219 1(I)
apathy (L) 1209 3(I)
caring for the elderly 1711 4(S)
accountability 1537 4(R)
affordable housing 1489 1(O)
caring for the
disadvantaged
1438 4(S)
employment opportunities 1195 1(O)
dependable public services 1192 3(O)
concern for future
generations
1149 7(S)
effective healthcare 1056 1(O)
honesty 1043 5(I)
governmental effectiveness 1022 3(O)
Values Plot October 10, 2012Copyright 2012 Barrett Values Centre
I = Individual
R = Relationship
Black Underline = PV & CC
Orange = PV, CC & DC
Orange = CC & DC
Blue = PV & DC
P = Positive
L = Potentially Limiting (white circle)
O = Organisational
S = Societal
Matches
PV - CC 0
CC - DC 0
PV - DC 1
Health Index
(PL)
PV-10-0
CC-0-10
DC-10-0
caring 1967 2(R)
family 1837 2(R)
honesty 1594 5(I)
humour/ fun 1573 5(I)
friendship 1219 2(R)
fairness 1065 5(R)
compassion 1049 7(R)
independence 1014 4(I)
respect 969 2(R)
trust 942 5(R)
Level Personal Values (PV) Current Culture Values (CC) Desired Culture Values (DC)
7
6
5
4
3
2
1
IRS (P)=3-7-0 IRS (L)=0-0-0 IROS (P)=0-0-0-0 IROS (L)=3-3-4-0 IROS (P)=1-1-5-3 IROS (L)=0-0-0-0

39. National Values Assessment: UK National View (4000)
value Current Culture Votes Desired Culture Votes Jump
Percentage
Increase
caring for the elderly 302 1711 1409 567%
accountability 247 1537 1290 622%
affordable housing 223 1489 1266 668%
caring for the disadvantaged 245 1438 1193 587%
employment opportunities 181 1195 1014 660%
honesty 135 1043 908 773%
dependable public services 303 1192 889 393%
financial stability 117 969 852 828%
governmental effectiveness 256 1022 766 399%
economic development 265 955 690 360%
A value jump occurs when there are more votes for a value in the Desired Culture than in the Current Culture. Listed below
are the values with the largest increase in votes. The values in bold are represented in the Desired Culture.
Values Jumps Table October 10, 2012Copyright 2012 Barrett Values Centre
VALUES JUMPS

40. 40
UK2012 - Top 20 National Values
Votes Value Name
2024 bureaucracy
1745 crime/ violence
1728 uncertainty about the future
1574 corruption
1506 blame
1494 wasted resources
1272 media influence
1256 conflict/ aggression
1219 drugs/ alcohol
1209 apathy
Votes Value Name
1104 centralised government
1082 materialistic
1001 poverty
929 discrimination
927 elitism
858 short-term focus
738 human rights
704 freedom of speech
600 long hours
592 loneliness/ isolation
Top 10 11-20

41. UK National Values Assessment: Community View
Prepared by:
Barrett Values Centre
October 11, 2012

42. National Values Assessment: Community View (4000)
quality of life 1276 6(I)
family 1265 2(R)
buy local 1117 6(S)
helpfulness 1084 2(R)
friendship 1035 2(R)
community services 984 6(S)
safety 827 1(O)
drugs/ alcohol (L) 825 1(I)
uncertainty about the future
(L)
825 1(I)
sense of community 822 2(R)
caring for the elderly 1552 4(S)
community services 1442 6(S)
affordable housing 1427 1(O)
employment opportunities 1166 1(O)
dependable public services 1162 3(O)
caring for the
disadvantaged
1095 6(S)
quality of life 1089 6(I)
buy local 1051 6(S)
sense of community 1017 2(R)
concern for future
generations
985 7(S)
Values Plot October 10, 2012Copyright 2012 Barrett Values Centre
I = Individual
R = Relationship
Black Underline = PV & CC
Orange = PV, CC & DC
Orange = CC & DC
Blue = PV & DC
P = Positive
L = Potentially Limiting (white circle)
O = Organisational
S = Societal
Matches
PV - CC 2
CC - DC 4
PV - DC 0
Health Index
(PL)
PV-10-0
CC - 8-2
DC-10-0
caring 1967 2(R)
family 1837 2(R)
honesty 1594 5(I)
humour/ fun 1573 5(I)
friendship 1219 2(R)
fairness 1065 5(R)
compassion 1049 7(R)
independence 1014 4(I)
respect 969 2(R)
trust 942 5(R)
Level Personal Values (PV) Current Culture Values (CC) Desired Culture Values (DC)
7
6
5
4
3
2
1
IRS (P)=3-7-0 IRS (L)=0-0-0 IROS (P)=1-4-1-2 IROS (L)=2-0-0-0 IROS (P)=1-1-3-5 IROS (L)=0-0-0-0

43. UK National Values Assessment: Community View (4000)
value Current Culture Votes Desired Culture Votes Jump
Percentage
Increase
employment opportunities 305 1166 861 382%
caring for the elderly 775 1552 777 200%
caring for the disadvantaged 342 1095 753 320%
accountability 176 884 708 502%
affordable housing 765 1427 662 187%
economic development 226 705 479 312%
community services 984 1442 458 147%
dependable public services 782 1162 380 149%
governmental effectiveness 143 513 370 359%
compassion 413 763 350 185%
A value jump occurs when there are more votes for a value in the Desired Culture than in the Current Culture. Listed below
are the values with the largest increase in votes. The values in bold are represented in the Desired Culture.
Values Jumps Table October 10, 2012Copyright 2012 Barrett Values Centre
VALUES JUMPS

44. 44
Top 20 Community Values
Votes Value Name
1276 quality of life
1265 family
1117 buy local
1084 helpfulness
1035 friendship
984 community services
827 safety
825 drugs/ alcohol
825 uncertainty about the future
822 sense of community
Votes Value Name
782 dependable public services
775 caring for the elderly
769 crime/ violence
765 affordable housing
749 cooperation
730 effective healthcare
710 apathy
698 wasted resources
695 peace
676 educational opportunities
Top 10 11-20

45. Personal Values by Country
family
caring
humour/ fun
honesty
friendship
respect
trust
compassion
patience
fairness
caring
family
honesty
humour/ fun
friendship
fairness
compassion
independence
respect
patience
caring
family
humour/ fun
honesty
friendship
compassion
fairness
independence
commitment
responsibility
caring
family
honesty
humour/ fun
friendship
fairness
independence
trust
compassion
responsibility
England Scotland Northern Ireland Wales
Who are we? What is the
same, what is different?
Blue = Values present in all 4 nations
Orange = Values present in 3 nations
It’s all about
the dialogue

46. 46
Understanding Personal Values
0%
10%
20%
30%
40%
50%
60%
16-19 25-34 35-44 45-54 55-64 65-74 75+
Caring
Family
Honesty
Humour/fun
Friendship
Personal values by Age

47. 47
59%59%
bureaucracy (L)
crime/ violence (L)
corruption (L)
uncertainty about the future (L)
blame (L)
wasted resources (L)
apathy (L)
conflict/ aggression (L)
drugs/ alcohol (L)
centralised government (L)
bureaucracy (L)
uncertainty about the future (L)
crime/ violence (L)
wasted resources (L)
corruption (L)
blame (L)
media influence (L)
conflict/ aggression (L)
drugs/ alcohol (L)
apathy (L)
National Current Culture by Gender

48. 48
Community Current View by Gender
quality of life
buy local
family
helpfulness
community services
apathy (L)
friendship
drugs/ alcohol (L)
uncertainty about the future (L)
crime/ violence (L)
24%
family
quality of life
helpfulness
friendship
buy local
community services
sense of community
safety
educational opportunities
caring for the elderly
20%

49. 49
Big Messages
All of societies ills cannot
be cured by the
government alone:
Pres Obama
Problems can’t be
solved at the same
level of consciousness
you created them :
Einstein
Organisations do not
transform, people do
TTT = Transformation Takes Time
This is not a project to be
rolled out, this is a
challenging journey to be
lived.

50. The purpose
of our lives is
to be happy
Dalai
Lama
Happiness is the
extent to which you
live in love, as
opposed to living in
fear. Phil
Clothier

51. What´s
going on
in Sweden?
London 24th January

52. www.sverigestudien.se
National level - NVA

53. Why?
STRUCTURE CULTURE

55. Perspecitives: Civil servants, Citizens
and Politicans
Civil servants
Politicians
Citizens
Municipality/Community

56. Storuman
Härnösand
Leksand
Östhammar
Mellerud
Göteborg
Värnamo
Halmstad
Sölvesborg

57. We wanted to know…..
1. PERSONAL VALUES – Select ten key value words
that best describe who you are!
2. CURRENT CULTURE – Select ten key value words
that best describe how you feel about the
municipality/district today!
3. DESIRED CULTURE – Select ten key value words that
you want to be reflective of your
municipality/district in future!

58. Foodstore
www.kulturundersokning.se
Online survey
Do You want to design your future?

59. Our personal values are almost the same…
Responsibility, Honesty, Family
Positive attitude, Humour/fun
Community involvment

60. The picture is the same when we talk about
the current culture
Cost reduction (L)
Uncertainty about the future(L)
Short-term focus(L)
Bureaucracy (L)
Centralised government(L)
Unemployment (L)
Enviromental awareness
Survival,
Self-esteem
To make a
difference
in the community

61. And we know what we want in the future
- Concern for the future
generations
- Sustainability
- Environmental awareness
But who will make it possible?

62. Values
Current
culture
Desired
culture
Citiziens influence 40 15
Customer collabration 74 29
Customer dialogue 47 36
Employees

63. - ”We do not have a culture where providing good service and having
satisfied customers are our goals. ”
- ”It's easier when the municipality makes the decisions without
customers engagement.”
- ”This is the way we always been doing things – why change now?”
- My own work and the organization is more important than the
customers.”
Users, customers and citizens - Are
they forgotten?

64. What´s going on right now?
- Educate process manager
- Dialogues
- Tools
- What do we want to achieve?

65. MY TEAM COMPREHENSIVE
VIEWLeadership
Many challenges ahead.....
(but the commitment to start a change is high)
Training for senior politicians and officials

66. Thank you
for listening!
Contact Information:
christine.feuk@skl.se

69. • “We must never again have a culture that encourages
money-making that is not ethical or inconsistent with
our values”
• Performance assessment will now be based not just on
what we deliver but how we deliver it
• “live the new values or find jobs elsewhere”
It’s time to get serious!
Antony Jenkins,
CEO, Barclays
18th Jan 2013

70. Vision
To build a values-driven UK society where all people
are consciously aware of and live their values.
2020 goal
To have national entropy <20%
Values
Compassion, empowerment, making a difference.

71. Aims
• To educate individuals about values and
support them in living a life aligned with their
own values
• To enable leaders to build successful and
sustainable values-based organisations
• To build values-based communities
• To influence government to use values in
their leadership and their policy

72. Inspiring you to live your values
*from ‘Speed of Trust’ Stephen R.Covey
*

73. Inspiring you to live your values
• Be aware of your values
• Use them to guide your
decision-making
• Use them to communicate
your decisions

74. The benefits…
• Be the person you want - happiness, authenticity,
inner strength
• Live the life you want
• Create healthier relationships and
organisations

75. Resources to help
You
Your family
Your workplace
Your community
More resources at www.valuescentre.com/ukvalues

76. UKVA
• Get involved in UKVA
o At the heart/ Active member/ Informed not involved
• Follow us
o www.facebook.com/ukvaluesalliance/ @ValuesUK

77. UK Values Alliance Key Contacts
Martin Palethorpe
martinp@thepragmagroup.com
Maureen Watson
maureen@thecoregroup.co.uk