1. Motivational Differences Chris Rose chris@campaignstrategy.co.uk www.campaignstrategy.org

2. CAMP CAT Seven important components for effective ‘communications. context audience messenger programme channel action trigger ‘message’

3. CAMP CAT Context – where the message arrives Audience – who we are communicating with Messenger - who delivers the message Programme – why we’re doing it Channel – how the message gets there Action – what we want to happen Trigger – what will make that happen

4. CAMPCAT T = trigger = motivation - why I’d do something Eg take part in an activity support a charity

5. ‘Healthy Lifestyle’ Health is a way of life and not something you’re born with (Agree) I am like people who make an effort to be full of vitality health and energy (Agree) I am willing to give up foods I love, if it means I’ll be healthier (Agree) It is important to get regular exercise (Agree)

6. Strongly agree Strongly disagree Healthy Lifestyle

7. Strongly agree Strongly disagree It’s important that we should all care for nature

8. Why ? Not information Or knowledge Or opportunity But values

9. Opinion, Behaviour, Values opinionmotivationbehaviour What they sayWhat they doWhy they do it DRIVERS

10. Opinion, Behaviour, Values opinionmotivationbehaviour What they sayWhat they doWhy they do it DRIVERS consistency meeting needs

11. What does not work opinionmotivationbehaviour What they sayWhat they doWhy they do it information values

12. Opinion, Behaviour, Values opinionmotivationbehaviour What they sayWhat they doWhy they do it consistency meeting needs conscious sometimes conscious Unconscious – ‘common sense’

13. mapping needs = motivations Y + R“seven kinds of people” www.4cs.yr.comwww.4cs.yr.com Environics thirteen ‘Social Values Tribes’ www.environics.cawww.environics.ca Cultural Dynamics – 3 Maslow Groups and 12 Values Modes www.cultdyn.co.uk www.cultdyn.co.uk Plus Inglehart, Schwartz and others – global surveys All Maslow based

14. Self Actualisation Aesthetic Cognitive Self Esteem Esteem of Others Belonging Safety Air Food Water, Sex Security Comfort Love Acceptance Recognition Approval Achievement Beauty Symmetry To Know, Understand & Explore Meta-Needs, derived from Integration and Transcendence of all needs Maslow’s Hierarchy of Needs Pioneer Prospector Settler C ULTURAL D YNAMICS

15. SETTLER Security Family Price Local Escapist Solidarity Community Thrifty Roots Comfort Fearful

16. PROSPECTORS Jet Setting Wealth Appearance Keeping Up with the Jones’ Right Neighbourhood Glamour Position Importance

17. PIONEERS Confident Value Knowledge Discerning Quality Information Contacts People-Focused Risk Takers Individuality

18. Same behaviour different reasons (MAFF 1980s) “I am eating less these days because” I feel so much better for it (ID Pioneer) I diet to stay slim (OD Prospector) Food is so expensive (SD Settler)- food was actually cheaper at the time of the survey than it had been for years but it was a rationalization of their behavior.

19. users CISCO, Haagen Daaz, Audi, Skoda, BBC National Trust, RSPB Environment Agency Bedfordshire Police, Shell, Arsenal CSE, Nestle, Reckitt and Coleman Natural England Bass, Whitbread, Unilever Henley Centre

20. How is Values Mode Research Different? Behaviour Values Principles -Beliefs -Motivations Attitudes Lifestyles Type of Research: Fitness of Results: Values ResearchLifestyle ResearchBehavioural Research 10 - 20 Years2-5 Years0-2 Years

21. Great Britain - 2007

23. C ULTURAL D YNAMICS Email: mail@cultdyn.co.uk Copyright Cultural Dynamics Strategy and Marketing 2008 British values map (8,500 base, 1,000 q’s) Univeralism Benevolence Tradition Security Power Achievement Hedonism Stimulation Self Direction Pioneers inner directed

24. CONFORMITY AND EXCLUSION IDEALISM AND INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED AIMLESSNESS ACCEPTANCE OF VIOLENCE ADAPTABILITY TO COMPLEXITY IN LIFE ECOLOGICAL ALARMISM ANOMIE APOCALYPTIC ANXIETY TECHNOLOGICAL ANXIETY BELONGING TO THE "GLOBAL VILLAGE" ATTRACTION TO NATURE ADVERTISING AS STIMULUS ATTRACTION FOR CROWDS ATTRACTION TO THE SIMPLE PLEASURES OF LIFE RISK AVERSION NEED FOR AUTONOMY NEED FOR STATUS RECOGNITION NEED FOR PERSONAL ACHIEVEMENT SEARCH FOR ROOTS NEED FOR ESCAPE CONFIDENCE IN ADVERTISING GOVERNMENT INVOLVEMENT CONFIDENCE IN BIG BUSINESS CONFIDENCE IN SMALL BUSINESS EMOTIONAL CONNECTIVITY AWARENESS OF MORTALITY GLOBAL ECOLOGICAL AWARENESS ECOLOGICAL CONSUMPTION ETHICAL CONSUMERISM OSTENTATIOUS CONSUMPTION EARLY ADOPTION STRATEGIC CONSUMPTION CONSUMPTIVITY CONTROL OF DESTINY RACING AGAINST THE CLOCK PERSONAL CREATIVITY SKEPTICISM TOWARD BIG BUSINESS SKEPTICISM TOWARD SMALL BUSINESS SOCIAL DARWINISM DECONSUMPTION CIVIL DISOBEDIENCE AVERSION TO COMPLEXITY IN LIFE EFFORT FOR HEALTH EQUAL RELATIONSHIP WITH YOUTH EQUALITY OF THE SEXES COMMUNITY INVOLVEMENT ENTHUSIASM FOR CONSUMPTION ENTHUSIASM FOR TECHNOLOGY FULFILLMENT THROUGH WORK SAVING ON PRINCIPLE EVERYDAY ETHICS FATALISM PENCHANT FOR RISK-TAKING HETERARCHY HYPER-RATIONALITY IMPORTANCE OF PHYSICAL BEAUTY IMPORTANCE OF BRAND IMPORTANCE OF SPONTANEITY IN DAILY LIFE IMPORTANCE OF NATIONAL SUPERIORITY IMPORTANCE OF AESTHETICS IMPORTANCE OF PRICE PURSUIT OF INTENSITY AND EMOTIONAL EXPERIENCES INTEREST IN THE MYSTERIOUS INTROSPECTION AND EMPATHY REPRIORITIZING OF MONEY REPRIORITIZING OF WORK ETHNIC INTOLERANCE NEO-ROMANTICISM FLEXIBLE DEFINITION OF FAMILY NEW SOCIAL RESPONSIBILITY OPENNESS TOWARD OTHERS SEXUAL PERMISSIVENESS FEAR OF VIOLENCE ADAPTIVE NAVIGATION JOY OF CONSUMPTION INTUITIVE POTENTIAL FINANCIAL CONCERN REGARDING THE FUTURE PRIMACY OF THE FAMILY PRIMACY OF ENVIRONMENTAL PROTECTION UTILITARIAN CONSUMERISM SPIRITUAL QUEST PURSUIT OF NOVELTY PURSUIT OF ORIGINALITY PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY REGIONAL IDENTITY REJECTION OF AUTHORITY REJECTION OF ORDER RELIGIOSITY NETWORKING DISCRIMINATING CONSUMERISM POLYSENSORIALITY CONCERN FOR APPEARANCE FLEXIBILITY OF PERSONALITY FLEXIBILITY OF GENDER IDENTITY TIME MANAGEMENT TECHNOLOGY VITALITY LEGACY MEANING OF LIFE MEANING OF LIFE=FAMILY MEANING OF LIFE=MATERIAL POSSESSIONS RITUAL INTUITION ATTRACTION TO VIOLENCE SOCIAL LEARNING CONTROL OF PRIVACY CULTURAL FUSION CANADIAN IDENTITY SCIENTISM CYNICISM GADGET ZEAL FLEXIBILITY OF AGE IDENTITY DECELERATION MUTUAL AID REGIONALISM Position of trends on the map Canadian/US map (www.environics.ca) 2,500 basewww.environics.ca

25. C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice International map (100+ countries) Schwarz/CDSM

26. Equanimity Shrewd Gregarious Listening Irresolute Coasting Non-acquisitive Car casual Bodily ease Ozone friendly Interconnected Inquisitive Artisan Exhilaration Sexual awareness Self assured Passivity Solitary Independent No sweat Financial morality Solo New family Equivalence Self secure Feeling good Boldness Global Adaptable Non-reflective Distant Acquiescence Indulgent diet Complacent Luddism Constrained spender Skeptical Honesty Distracted Price conscious Wrong clothes Prudent Close family Reserved Socialist Respected Showhome Looking good Persona Pleasure Bargain hunter Busy Asocial Convenience Sensitive Speculate Local Spiritual Budget bedlam Impulsive spender Cheerful Healthy lifestyle Modest unease Discipline Tolerant WYSIWYG TV casual Money casual Beauty Unplanned C ULTURAL D YNAMICS People move this way

27. Equanimity Shrewd Gregarious Listening Irresolute Coasting Non-acquisitive Car casual Bodily ease Ozone friendly Interconnected Inquisitive Artisan Exhilaration Sexual awareness Self assured Passivity Solitary Independent No sweat Financial morality Solo New family Equivalence Self secure Feeling good Boldness Global Adaptable Non-reflective Distant Acquiescence Indulgent diet Complacent Luddism Constrained spender Skeptical Honesty Distracted Price conscious Wrong clothes Prudent Close family Reserved Socialist Respected Showhome Looking good Persona Pleasure Bargain hunter Busy Asocial Convenience Sensitive Speculate Local Spiritual Budget bedlam Impulsive spender Cheerful Healthy lifestyle Modest unease Discipline Tolerant WYSIWYG TV casual Money casual Beauty Unplanned C ULTURAL D YNAMICS New behaviours move this way

28. Needs summary

29. UNMET NEEDS BELONGING SAFETY ESTEEM OF OTHERS SELF ESTEEM ETHICAL COMPLEXITY ETHICAL CLARITY Sustenance Driven Outer Directed Inner Directed

30. settlers pioneers prospectors 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

31. International aid charity supporters

32. What this means for your campaign 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 ?

33. VBCOP strategy Values Behaviour Consistency Opinion Politics Design public engagement which does this – match action ask to values – get the new behaviour – reward and remind People do this unconsciously Reveal the opinion. This can be revealed/measured/ made to count In ways which change this (politicians try to stay ‘in step’ (eg use media …)

34. What you can do Match your proposition to needs ‘feels right’ ‘makes sense’ eg 100 Ideas House for Prospectors Find a common denominator (eg being a parent/ children) Avoid logjam of violent agreement (‘public’ debate or discussion across all Groups/Modes) Utilise emulation dynamic (start new behaviours with Pioneers)

35. Heuristics Rules of thumb eg effort, exchange, consistency

36. Resources www.cultdyn.co.uk – values www.cultdyn.co.uk www.thechangeagency.org www.campaignstrategy.org – see Newsletters www.campaignstrategy.org http://www.thesun.co.uk/sol/homepage /news/special_events/green_week/ http://www.thesun.co.uk/sol/homepage /news/special_events/green_week/

37. Climate Change Example

38. From www.campaignstrategy.org/whogivesastuff.pdf

39. For 20 years politicians have heard a lot on climate from a lot of different people

40. But these people tend to share common values such as care for nature, justice, open-ness, caring, self-choice, global thinking, benevolence, ethics

41. This is the ethical base – ok not just this lot

42. We can map these values

43. C ULTURAL D YNAMICS Email: mail@cultdyn.co.uk Copyright Cultural Dynamics Strategy and Marketing 2008 British map Univeralism Benevolence Tradition Security Power Achievement Hedonism Stimulation Self Direction

44. C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice International map (Schwartz)

45. The point is that almost all of the calls for climate action come from just one bit of the map …

46. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice These are the values of your base They campaign in these terms

47. So politicians keep hearing and seeing the same thing from the same group of people – a minority in almost all countries

48. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice They aren’t hearing much demand or support from other parts of the map … with values like these and these folk have votes

49. C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Power versus Univeralism (a key antagonism) Repeated campaigning in the values terms of the base also sets up debate with those of opposing values, as they feel they threaten their success

50. C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice And these people find climate campaigns are ‘no fun’

51. C ULTURAL YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice And these people don’t like change campaigns, especially global ones … So …

52. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Politicians need to hear ‘yes’ on climate action from people with these values too

53. ‘climate’ for Prospectors

54. Settler, Prospector, Pioneer propositions, + messengers www.treehouseclapham.org.uk Will Anderson Energy independence = safety Sign of success = power /right stuff to own Ethically right thing to do