Motivational Values ECF Oxford March 2012
Chris Rose Campaign Strategy Ltd
www.campaignstrategy.org [email protected]
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: [email protected]
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: [email protected]
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: [email protected]
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: [email protected]
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: [email protected]
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: [email protected]
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