Relevance of Value Research
The media show daily: values are great “movers” and “enablers”.
In the current over-complex, unpredictable global environment and reinforced now by Covid-19 the new tremendous impact of “values” shows.
Companies are currently focusing on their “purpose” in terms of benefits addressing people’s concerns and hopes and impart “empathetic” solidarity and alliance with them.
Psychologically, this is a kind of makeshift construction shifting brand, product, corporate culture and world events into an ongoing actionable sustainable vision.
This corresponds to people’s and consumers’ yearning for a conflict-free merging of world healing and consumer lifestyle.
No easy task for both, companies and consumers – given the potential dilemma between talking and doing or value functionalizing. It is firstly necessary to understand values in an unsentimental neutral way. E.g. to examining what is driving the current value priority or so called “value hype”, what is triggering their forcefulness and emotionality with all its twists and turns, their changing popularity and marketability that they may go a different direction than expected.