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Social Values Segmentations


People’s values, what we think is good and bad and what we want for ourselves and our society, crystallize early in life and are largely fixed by the time we’re teenagers. Values tend to be powerfully shaped by deep, formative experiences in childhood – such as economic security or hardship, war or peace, stability or upheaval.

Generations share important aspects of their experiences. One famous example from the last century was the cultural and psychological mark the Great Depression left. But within each generation, there is plenty of variability in individuals’ experiences, which helps to account for values diversity.

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