According to Cultural Dynamics Strategy & Marketing Ltd, within Abraham Maslow's hierarchy of needs, three primary motivational levels are recognised - Pioneer (Inner Directed - ID), the Prospector (Outer Directed - OD) and the Settler (Sustenance Driven - SD).
1. Pioneers are global, networked, like innovation and believe in the importance of ethics. The 'Inner Directed' segment are the innovators of society: they start new behaviours, embrace change, try out new things, set up organisations, start initiatives.
Pioneers are society’s scouts, testing, innovating, and always questioning. They are attracted not so much to signs of success but what is ‘interesting’ including ‘issues’. Some of them are strongly ethical believing that to make the world a better place they must be better people. Others are more relaxed and holistic and some are into ‘doing their own thing’. They are most at ease with change and most global in outlook of all the groups.
The Pioneer (Inner Directed) needs are:
Pioneers are society’s scouts, testing, innovating, and always questioning. They are attracted not so much to signs of success but what is ‘interesting’ including ‘issues’. Some of them are strongly ethical believing that to make the world a better place they must be better people. Others are more relaxed and holistic and some are into ‘doing their own thing’. They are most at ease with change and most global in outlook of all the groups.
The Pioneer (Inner Directed) needs are:
- Aesthetic cognitive.
- Self-actualization.
Some typical Pioneer characteristics are:
- Fascination and curiosity with the world.
- Unashamed acceptance of some larger purpose to existence.
- Knows that knowledge usually leads to better questions rather than better answers.
- Sometimes seen as a bit pompous or touchy-feely.
- Needs activity, variety and a degree of ongoing change in life.
2. Prospectors like success, ambition, seek the esteem of others and if they think a party can help them help themselves, they are on board. Prospectors want to acquire and display the symbols of success in everything they do. They want to make their lives better and be seen to succeed. They are a higher energy more fun seeking group. They are early adopters but not innovators, which involves social risk that they avoid. The Prospector (Outer Directed) needs are:
- Esteem of Others.
- Self Esteem.
Some typical Prospector characteristics are:
- Priority is to get "Me" known out there.
- Clear optimism about life. The world is a big opportuinity.
- "Savvy". Aware of what's going on around.
- Earning and spending money are crucial activities.
- Ambitious - position, power and visible success are important.
- Rules are "flexible" (more like "guidelines").
3. Settlers see things in terms of right and wrong, are wary of change, seek security and have a strong sense of place motivate them to vote.
Settlers are: socially conservative, concerned with the local, known, identity, belonging, and prefer trusted channels and known behaviours. They are wary of change and espouse discipline, are acquiescent, keeping to the rules and wanting a lead from authority.
The Settler (Sustenance Driven) needs are:
Settlers are: socially conservative, concerned with the local, known, identity, belonging, and prefer trusted channels and known behaviours. They are wary of change and espouse discipline, are acquiescent, keeping to the rules and wanting a lead from authority.
The Settler (Sustenance Driven) needs are:
- Core physiological needs.
- Safety and Security.
- Belonging.
Some typical Settler characteristics are:
- Need to hold on to what you've got.
- It's a "Them vs Us" world.
- Worry about crime is never far away.
- Clear sense of right and wrong. Rule breakers should expect just retribution.
- Strong preference to socialise with "people like me".
- Family/Community/Group is important - nationality, town, football team ...
- Generally rather resistant to change.
Tips on Marketing, Social or Political Communicating According to the Dominant Value
1. Pioneers: causes and issues, personal ethics and responsibility, innovation. Having thought about better questions (they do not believe there are always simple answers, or any answers). A better than otherwise predicted outcome is a success. Interesting and authentic people, and real stories about individuals. Global and novel things. Innovation not fashion. Orientated to the present and with a high self-agency: "we can work through this". Getting under the marketing.
2. Prospectors: 'better and best' (for example league tables, awards, recognition), being winners. Celebrity endorsement. Reference to the future - more success coming. Fashion (not too trendy or whacky). The best answers (nothing open ended or unknowable). Immediate, tangible, visible results. Prestige venues and big brand association.
3. Settlers: face to face contact from people they already know. Endorsement by traditional leaders. Familiar venues. Reference the past: by using the lessons of the past to fix the future. Small in scale. Acknowledge icons of identity.
www.cultdyn.co.uk/ART067736u/Speak%20to%20the%20Value%20not%20Class.pdf
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References:
- www.cultdyn.co.uk/ART067736u/usingvaluemodes.pdf
- Find examples of values strategies: www.campaignstrategy.org/
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