It's a Small Worldview After All
July 1, 2001
The development of a global culture—where people in many countries watch the same movies, listen to the same music, and buy the same products—is now producing a global shared-value system. People around the world are becoming more alike than different. Researchers at Roper Starch Worldwide surveyed 35,000 consumers in 35 countries, asking them to identify which in a list of values they thought were most important (see list in "Trendex"). Based on those rankings, six mindsets emerged, offering a glimpse inside the minds of unchurched Harry and Mary and Henryck and Maria. Creatives: These are renaissance people who are deeply committed to life, learning, and technology. The key message to reaching them is "Challenge my mind, broaden my horizons." Fun seekers: Party people stress social and hedonistic pursuits. They focus on excitement, recreation, and technology. Key message: "Entertain me with fun, friends, and fantasy." Intimates: People people are concerned with family, home, and personal relationships and value them above all else. Key message: "Help me relax and enjoy life with those I love." Strivers: Workaholics are ambitious, power-seeking, and driven by a desire for status and wealth. Key message: "Cut to the chase. Don't waste my time. What's in it for me?" Devouts: Traditionalists have strong convictions about faith, duty, and respect for the past. Key message: "Respect me and those of my faith." Altruists: Humanitarians are proponents of social causes. They place a higher value on social issues and the world at large. Key message: "Assist me in contributing to the world around me." Send in the clones: Global marketing strategies are homogenizing our tastes, purchasing patterns, and beliefs. Here are the top ten values ...
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