Marketers are most effective when they are successful at aligning a product, brand, and/or message with consumers’ inner most values. Values are the driving force behind what people feel, think, believe, desire, consume, experience, and share. These characteristics go deeper than the demographic segmentation that marketers have been doing for ages. Researchers at Zenzi’s Social Values Project have worked to collect unique insights relating to people’s individual social values and how it relates to their buying behavior and preferences. After extensive research and testing, the team has classified six distinct orientations of values across which most people are distributed.
