by In discussing the future of values changes and ConsumerShift, the question often comes up around the role of generations. Typically, the questioner senses that younger generations will “lead the charge” for new values. I don’t have the data to answer the question rigorously (but if all goes well on the academic trail, it is definitely one of the areas I want to research). Here’s what I do “know.”
- Inglehart’s World Values Survey research finds that the newer values type (in his case, postmodern values) does skew a little younger (note: a little, not a lot). It makes sense given his theory that the degree of economic security that children feel has a big influence on whether they will feel comfortable enough to explore different (than parents) values choices later in life. It’s the phenomenon where parent’s talk about how they hiked through blizzards to get to school, which falls on the deaf ears of children who have a seat-warmed Lexus toting them to school. They don’t feel that same degree of economic insecurity that their parent’s felt and thus will “tend” to be more willing to explore different values choices.
- Generational cohorts undoubtedly exert an influence on values choices. In the New Dimensions of Consumer Life Model I developed for ConsumerShift, I have generations as an exterior influence upon values. I do think they are slightly different phenomena. I agreed that generations develop some degree of an ethos that indirectly influences individuals. But my hunch is it may have less to do with “deeper” phenomenon such as values, as defined here, and more with surface or style issues. Again, no data to support this, and I’m not suggesting there isn’t any generational effect on values. And the values changes indeed skew young, but I would say “feeling of economic security” has a much stronger influence, which has more to do with individual circumstances and upbringing.
Be glad to hear some of your thoughts on this! Andy Hines
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