This map shows the relationships between the values that people hold. The further apart two values are, the less likely it would be to find someone who shares attitudes from both. For example, someone who is close to the value of climate emergency is much less likely to also have views aligned to the value of tired of environmentalism, whereas the values of brand worship and instashopping tend to map together.
The quadrants map out what can be broadly seen as pessimistic versus optimistic values, and traditional versus radical values.
Mapping reveals important clusters of global values. For example, pessimism about the future, distrust of technology and nostalgia are closely aligned with the populist revolution value. In contrast, having a strong orientation towards career and earning money (materialism and achievement) links to stronger affiliations with brands, interest in foreign products and shopping through smartphones – as well as a more traditional view of gender roles.
It also shows the polarising global values, via the distance of the values mapped furthest from the centre of the chart. For instance, both sides of the climate debate stand alone in opposite corners, and we see a similar gap between those who want greater autonomy around their health and those who continue to prize the advice of medical professionals. The most distant value, however, is beyond binary (a value which respects inclusivity for all), highlighting this as one of the keys areas of social debate for the coming decade.
While this map gives a good sense of how our 36 values unite us – or divide us – around the world, looking at the differences across markets is also very telling. Globally, climate emergency unites us as the most powerful value, but is held at a significantly higher intensity in markets which are feeling the consequences of climate change more abruptly: Mexico, Colombia, India, Peru, Turkey, Indonesia and Chile. At the other end of the scale in the US, Netherlands and Japan – whether through pessimism or desensitisation due to public discourse – we see significantly lower than average value intensity levels. Interestingly, Sweden, home of Greta Thunberg, also sees a significantly lower value intensity than the global average.
Spain and Canada lead the charge when it comes to beyond binary, from supporting the rights of LGBTQ+ community to strongly believing in gender equality. China, the Netherlands, Germany and the Indian middle classes share a higher than average value intensity around hedonism – while Turkey and South Africa are most likely to feel left behind.
These are just a few observations on our Global Values Map, their intensity levels and country differences that help to explain how we can start to understand complexity in our world.