The Hidden Lessons in Wicked
Unless you’ve been living under a rock, you know that the movie ‘Wicked’ starring Ariana Grande as Glinda and Cynthia Erivo as Elphaba, is breaking records and taking the world by storm. The film feels especially relevant in today’s political climate, with its themes of power, justice, and resistance striking a chord in a world grappling with inequality and systemic injustice. Beyond the politics, as a queer person, I found it incredible to see such an LGBTQ-inclusive cast bringing this iconic story to life. Representation matters, and Wicked delivers not only through its narrative but also through the people embodying it.
But Wicked isn’t just a political commentary or a celebration of inclusion—it’s also a story that invites us to reflect on the values that drive us. Watching Glinda and Elphaba navigate their shared ambitions, it’s clear that while their goals often overlap, their approaches couldn’t be more different. These differences in values, shaped by their upbringings, offer a powerful lens to examine how values influence the ways we connect and engage with others and how demographics only tell part of someone’s story.
Demographics ≠ Destiny
The idea that “demographics are destiny” no longer holds true. Glinda and Elphaba from Wicked provide a perfect example of why demographics alone cannot define our paths. At first glance, they appear to share many similarities: both are young witches, attending the same school, ambitious students of magic, and eager to make an impact on the world. Yet, their journeys—and the choices they make along the way—could not be more different. These differences arise not only from their circumstances but also from the values shaped by their unique upbringings and lived experiences.
This is an important lesson for all of us: sharing similar environments and goals does not mean sharing the same values. By understanding the core motivations that drive individuals, we can better connect, collaborate, and empathize with others—even when their paths diverge from ours.
Upbringings and Their Impact on Values
Glinda, raised in a privileged environment where charm and appearances were highly prized, she demonstrates that she holds values like Importance of Aesthetics, Concern for Appearance and Need for Status Recognition. She sees the world in a hierarchical way and seeks connection through societal approval.
Elphaba, born with green skin and faced with prejudice and exclusion, demonstrates how her lived experiences have led to her having values around Rejection of Authority and Order, Adaptive Navigation, and Social Responsibility. The hardships she endured in her life instilled in her a drive to challenge injustice and fight for those who lack power and to see the world in non-traditional ways; like the way she builds family and community.
Their upbringings not only shaped their worldviews but also the strategies they use to pursue their goals. While Glinda works within the system to gain influence, Elphaba fights against the system itself, driven by her ideals.
Exploring Their Values
Using the Environics Research Social Values framework, we can see how Glinda and Elphaba embody contrasting values constructs:
Need for Status Recognition (Glinda) vs. Rejection of Authority (Elphaba)
Glinda’s actions throughout the movie are consistently driven by her Need for Status Recognition, a desire to be admired and respected by others. This value manifests in her constant pursuit of popularity, her reliance on charm, and her ability to fit seamlessly into societal norms. She thrives on external validation, often prioritizing appearances and social acceptance over deeper ethical considerations.
By contrast, Elphaba exemplifies Rejection of Authority, a value rooted in skepticism toward established systems and a refusal to conform. Her journey is marked by a willingness to stand against corruption and misuse of power, even when it isolates her. Elphaba’s commitment to her principles often leads her to challenge authority figures and societal expectations.
Active Government (Elphaba) vs. Civic Apathy (Glinda)
Elphaba’s advocacy for justice and systemic change aligns with Active Government, a belief in the potential for government to perform socially beneficial functions and a desire for greater involvement in resolving societal issues. She would see government as a powerful tool for equity and fairness, even if it means fighting with the existing political establishment to reform corrupt systems.
Glinda, on the other hand, values more aligned to Civic Apathy, where she shows little interest in challenging or engaging with the political process. Her focus on social status and personal advancement made her indifferent to the broader societal impact of government actions (as long as her personal world remains stable and harmonious.)
Penchant for Risk (Elphaba) vs. Aversion to Risk (Glinda)
Elphaba’s journey throughout the movie is defined by her Penchant for Risk, a value that drives her to embrace danger and uncertainty in pursuit of her ideals. She is willing to put herself in harm’s way—whether it’s standing up to powerful figures or taking a stand for what she believes is right—even when the outcomes are uncertain.
In contrast, Glinda embodies Aversion to Risk, a preference for safety, stability, and predictability. She avoids situations that could threaten her social standing, personal comfort, or carefully curated image. Glinda’s reluctance to take risks reflects her desire to maintain harmony and control, often at the expense of addressing deeper issues or engaging with uncomfortable truths.
So, What Does This Mean?
The world is filled with countless combinations and permutations of Glindas and Elphabas—people who, on the surface, may appear similar but are driven by fundamentally different values, motivations, and worldviews. Recognizing these nuances is essential not only for building personal connections but also for achieving personal work and organizational success, especially when understanding customers, stakeholders, and teams.
By integrating values-driven insights into your research and customer journey mapping exercises, you can unlock a deeper understanding of what truly motivates people—not just their demographics or behaviors, but the underlying “why” behind their decisions. This approach can reveal hidden opportunities for connection, help you craft messaging that resonates authentically, and create experiences that align with the emotional and practical needs of your audience.
At Environics Research, we integrate values into nearly all our work because we believe it is a transformative way to help our clients truly understand their audiences. Our values-based approach allows clients to move beyond surface-level observations to uncover the shared aspirations and distinct priorities of the specific communities they seek to engage. Whether you’re designing a new product, reimagining customer service, or building relationships with stakeholders, understanding the interplay of values like Social Intimacy, Idealism, Rejection of Authority, or Need for Status Recognition empowers you to create meaningful, lasting connections.
On a broader level, this approach highlights the importance of empathy. Just as Glinda and Elphaba show us that shared spaces and goals don’t mean shared values, the same holds true for our colleagues, customers, and communities. Embracing these differences can help foster more inclusive workplaces, develop products and services that truly resonate, and navigate our personal lives with greater understanding and compassion.
In an increasingly complex and divided world, the ability to connect through values is not just a business advantage—it’s a human one. In my opinion and experience, this perspective is key to building bridges between Glindas, Elphabas, and everyone in between.
Need For Status Recognition
Rejection Of Authority
Active Government
Civic Apathy