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Social Values Segmentations

By looking at values through the lens of generational cohorts, we’re able to identify trends that have occurred over time. For example, we know that the Elder generation, those born before 1945, tended to hold values oriented toward authority and survival; but as we move forward through the decades, we see a shift to values more aligned with fulfilment and individuality. Understanding the values that drive these shifts better equips us to understand the motivations and beliefs that are shaping current events, and predict future reactions.

At the same time, we see that, within each generation, there exists a diversity of values and distinct Social Values segments within each cohort. In fact, that diversity has increased with each emerging generation, from only three distinct value segments among the Elder generation, to a total of seven among Generation Z alone.