Unconscious motivational values

Motivational Values ECF Oxford March 2012

Chris Rose Campaign Strategy Ltd

www.campaignstrategy.org chris@campaignstrategy.co.uk

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

Pub www.earthscan.co.uk

www.campaignstrategy.org

Usually cannot go …

Awareness

Alignment

Engagement

Action

Eg “Policy literalism”

Why ? Because

Motivational values – it may not meet my needs (unconscious)

Framing – I may not be using your frame

What interests you may not interest me

I may not be hearing/ seeing you

I may already be undertaking a behaviour in conflict with what you say

Attention Opportunity Language Filtering Channel choice Competition/pollution

Context Personalisation Immediacy

Recognition Resolution logic

Emotional rewards

Dilemma Discomfort

I perceive I lack the means to act Ability Agency

The motivational needs model

Maslow

Safety and

belonging Success

aka Pioneer

aka Prospector

aka Settler

Maslow’s hierarchy of Needs – CDSM version www.cultdyn.co.uk -

the unmet need is the dominant need

Settlers Prospectors Pioneers

direction of drivers

this cannot be reversed

Unmet

needs

Attitudes

and beliefs Behaviours Opinions

Consistency

heuristic

Consistency heuristic

Opinion driven by behaviour

I am sane

I do this

thing

So this thing

“makes

sense”

Life

Experiences Opportunities,

events, offers

and asks

Social

dynamics,

politics, issues,

lifestyles, trends

Safety and

belonging Success

Unmet

needs

Attitudes

and beliefs Behaviours Opinions

Life

Experiences Opportunities,

events, offers

and asks

Social

dynamics,

politics, issues,

lifestyles, trends

Measured as Attributes

and mapped

BELONGING

SAFETY ESTEEM OF

OTHERS

SELF ESTEEM

ETHICAL

COMPLEXITY

ETHICAL

CLARITY

Unmet

needs

Attitudes

and beliefs Behaviours Opinions

Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success.

Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk

Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation

Drivers and behaviours – unmet needs

campaignstrategy.org

What this means for your communication

Campaign

proposition/ ask/

offer

Can it make me / my

country/ organisation

look good, be recognized

as better or best,

successful , materially

better off ? Is it fun,

enjoyable ? Is it the right

answer ?

Can it make me / my

country/ organisation/

family safe ? Does

authority say it is the right

thing to do (rules) ? Is it

tradition ?

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 ?

Ethical intl development NGO

Society is like a “values stadium”

The underlying unmet needs

People can move – overall from Settlers>

Prospectors > Pioneers

But new ideas and behaviours move the

opposite way –from Pioneers> Prospectors

> Settlers Norming

Emulation

Tipping

Points

Like a ‘Mexican Wave’ (and much faster

than people move)

In terms of ‘market penetration’ curve

Early

Adopters

Innovators

Laggards/

normal Innovators

Early

Adopters Laggards/

normal

Pioneer change mode Ideas > debate > actions

Prospector change

mode

Association with success

Rules + being normal

Settler change mode

Settlers Prospectors Pioneers

No thanks, you lead I’d rather not hear them

Maybe – if you can show me it works What’s the right answer ?

Of course – and I have my own ideas But are you asking the right ones (there are no ‘right answers’)

Change ?

Questions ?

“It could be me !” -

rewards, material

wealth, visible success,

recognize me, bling,

lottery, ‘nice’ ,

recommendations

“Big ideas, small steps”

Take care of us, control,

set rules, keep it small,

defend our rights,

discipine

“Look after number one”

Survival is success,

accept your lot, keep to

the rules, don’t rock the

boat, just give me the

facts, the old ways are

best

“I want the world and

want it now !” – live to

shop, designer,

adventure, experiences,

the latest stuff, party,

fabulous, give nothing

up

“Be a better person to

make the world a better

place” – do things for the

right reasons, rules to

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

Values Modes

(showing

edge Modes

only)

BELONGING

SAFETY ESTEEM OF

OTHERS

SELF ESTEEM

ETHICAL

COMPLEXITY

ETHICAL

CLARITY

Brave New World

Roots Golden

Dreamer

Now

Person Concerned

Ethical

Transcender

Sun Almost Always

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2010. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

Mirror Almost Always

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2010. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

Guardian Almost Always

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2010. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

The Daily Mail Almost Always

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2010. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

No paper

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2011. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

25% of People

Don’t Read Any

Newspaper

Most Literate of

the Population

BBC News Night audience - most weekdays

0%-10%

10%-20%

20%-30%

30%-40%

40%-50%

50%-60%

60%-70%

70%-80%

80%-90%

90%-100%

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2011. All right reserved. Tel: +44 (0)208 744 2546 Email: mail@cultdyn.co.uk

Global Cool

Prospectors

Pioneers

Homes (desired impression) Settler Prospector Pioneer

Values and actual behaviour 2008 Who Gives A Stuff About Climate Change and Who’s Taking Action ? www.campaignstrategy.org/whogivesastuff.pdf

Settler

Pioneer

Prospector

Actual action

Cause NGO

Prospects for action

Now People

NATURE PORTRAIT ESPOUSERS (Density)

Visible Success Espousal

90.0%-100.0%

80.0%-90.0%

70.0%-80.0%

60.0%-70.0%

50.0%-60.0%

40.0%-50.0%

30.0%-40.0%

20.0%-30.0%

10.0%-20.0%

0.0%-10.0%

NATURE – They strongly believe that people should care for nature.

Looking after the environment is important to them.

+ -

Prospector – outer directed

Driving needs: safety, security, identity belonging.

Settler – security driven

Pioneer – inner directed

Driving needs: acting on ethics, making connections, exploration, innovation, being all you can be

Driving needs: success, esteem of others, self esteem

Examples of narrative requirements

rules order discipline

familiarity

‘us’ not ‘them’

less risk safety

success

power over others

visible ability

good time

fun

excitement

getting things

fashion

self-choice

nature

beauty

universalism

morality

benevolence

tradition

novelty

justice open-ness

caring

loyalty

creativity

41%

28%

31%

“the right answer”

“the right question”

“you should lead”

ethics

better + best

Why Red Nose

Day has ‘reach’

From www.campaignstrategy.org/whogivesastuff.pdf

Rejection

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

Most Pioneers Possibly

Most Prospectors

No

Most Settlers

Values-driven responses – not knowledge-driven

Global poverty –

it doesn’t bother me

Climate change –

don’t believe in it

Pattern of rejection is

almost identical

Comparison of Red (Prospector + Pioneer positioning) and tcktcktck

(Pioneer - accidentally)

“Red is not a charity, Red is not a cause, Red is not a theory. Red is an

ingenious idea that unites our incredible collective power as consumers with

our innate urge to help others. Red is where virtue meets desire … The most

sought after brands in the world have become Red partners … American

Express, Apple, Converse, Dell, Emporio Armani, Gap, Hallmark, Microsoft

…”.

http://www.joinred.com/red/ - Pioneer-Prospector overlap positioning

Display stuff

Celebs +

shopping

Brand

support

Authentic personal stories

Fun night out

Action mechanism: shop to stop HIV

Serious not fun Political

Global scale –

about issue not

me

Controversial

Nature cause framing (globe image)

2009 tcktcktck - Pioneer-only positioning with strong Concerned Ethical

tone Action mechanism: protest, argument

Global Cool – an NGO deliberately designed to reach Now People

(uber Prospectors)

Turn up the Style: Turn down the Heat Home energy use, Winter 09

Promoting wrapping up – and going easy on the heating

Making 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!, 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 them

Videos viewed 20,000 times in the first week!

Campaign artwork featuring (clockwise from top left): Jo Wood, Stella Tennant, Leah Wood and VV Brown.

Our approach is to ‘sell’ the action

The problem

Action Start

• 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

Selling the same thing in three ways

Same action different propositions and messengers UK example – domestic solar power

www.treehouseclapham.org.uk

Will Anderson

Energy independence

= safety

Sign of success =

power /right stuff to own

Ethically right thing to

do

Example of climate engagement mechanism for Prospectors (brief: use shopping as channel) (for CSE

and Local Authorities)

Example of researching a common denominator across values groups:

engaging on the undersea (for Natural England)

Example of finding a lowest common denominator from

formative research

NATURE ESPOUSERS (Density)

Visible Success Espousal

90.0%-100.0%

80.0%-90.0%

70.0%-80.0%

60.0%-70.0%

50.0%-60.0%

40.0%-50.0%

30.0%-40.0%

20.0%-30.0%

10.0%-20.0%

0.0%-10.0%

Science and complexity

Prospectors – Cut through it Beat it Overcome it Master it

Settlers - Avoid it Stick to the facts Keep to the basics Keep things small, local, avoid risk

Pioneers – Connect actions with values Explore it (ideas) Make new connections Check for authenticity Increase it

COMPLEXITY ?

campaignstrategy.org

Prospectors – Will solve our problems Get the best new stuff

Settlers - Wary Stick to the old ways, the proven

Pioneers – Maybe, maybe not – have you asked the right questions ?

SCIENCE and TECHNOLOGY ?

campaignstrategy.org

Management Overseas Aid

Countries

PIONEERS

PROSPECTORS

SETTLERS

Transcenders

Brave New World

Now People

Climate campaigners (NGO)

Settler

Pioneer

Prospector

Soci

al e

ven

ts t

o b

e se

en a

t,

wit

h c

eleb

rity

A few generic examples. Tailor messages/ asks/ offers to each audience separately. Do not try to ‘sell’ opposing values !

Outline Planner

Pioneer

Prospector Settler

Value Groups – Engagement, rule of thumb

SETTLER

PIONEER

PROSPECTOR

Engage

through

activities

Engage

through/ as/

in groups

ACTIVITIES

GROUPS

IDEAS

Engage

around

issues

Belong to

things

Do things,

get things Think about, debate,

change things

Quick exercise

Prospectors

Settlers

Pioneers

EXERCISE

More information

Cultural Dynamics – 3 Maslow Groups and 12 Values Modes

www.cultdyn.co.uk – take the questionnaire

do an ‘immersion ‘seminar

www.campaignstrategy.org – many ‘values’

Reports and

the book > (Kindle @ Amazon)

Heuristics – see chapter in

How To Win Campaigns (edn 2) and

Robert Cialdini’s Influence: the Psychology of Persuasion

The End

Inglehart’s democratization models –

supported by measurements of many

societies over decades, show (outside

Africa) general shift towards secular-

rational and then self expression values

(my diagram)

Culturally specific

traditions persist in

proportion to the

%/dominance of

Settlers

Security needs dominate

Esteem needs dominate

Inner Directed needs

dominate

Physiological needs

dominate

Security needs dominate

Esteem needs dominate Inner Directed needs

dominate

Physiological needs

dominate

Inglehart x Maslow Selection of Countries

Inglehart and Democratic Values

Relating Inglehart to Maslow and CDSM model

Why Inglehart’s surveys are not very useful for campaigns – they do

not measure all three main motivational values groups

Despite 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 long

term social change in relation to democratization but not as a way to plan

campaign communications. [Above comparisons made using Inglehart’s survey

questions].

CULTURAL DYNAMICS

STRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Open Society condition

Traditional Society

Secular authoritarian

Emerging materialistic

Developed

Self expression values emerge

Self expression values are institutionalised as rights

Experience of autonomy

Experience of material satisfaction

Experience of status

Experience of safety, security, belonging

Democratization drivers after Inglehart