America United on Values
National Study Provides Data
on What's Most Important to Americans Today
ASHEVILLE NC - President Obama recognized in his inaugural address that core values form the common thread that binds and guides the nation, especially in the wake of current economic challenges. Today, Barrett Values Centre, a global values survey company, released the results of its first US National Values Study identifying those core values. Based on a January survey of diverse population groups across the country, the study is the first of a series to be conducted throughout President Obama’s term of office in order to monitor the values that are common to the nation.
From President Obama’s inaugural address:
“Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends...these things are old. These things are true. They have been the quiet force of progress throughout our history. What is demanded then is a return to these truths”.
The US values survey focused on three key areas – Americans’ personal values, the values and issues perceived to drive the current national culture, and the values that Americans want their society to embrace. Demographic information collected in the survey includes political affiliation, ethnicity, gender, region, job sector, and age. Data also was collected on people’s perceptions of their current work cultures.
“This data will be invaluable for informing government, public agencies and corporations about what is most important to Americans,” stated Richard Barrett, Founder and Chairman of Barrett Values. “These results should be used to inform public policy and to bring efforts into alignment.”
Most significantly, the US Values Study reveals that regardless of political party affiliation, people see eye-to-eye on the challenges facing the nation, noting “corruption” and “bureaucracy” as primary societal drivers. They likewise are seeking attention on the same set values, with Americans’ top value request being “accountability.”
Self-ascribed Republicans and Democrats selected these same top values to focus on in the coming years:
- Accountability
- Concern for future generations
- Employment Opportunities
- Peace
- Caring for the Elderly
Regarding consumer confidence, economists recognize that financial indicators alone cannot predict consumer behavior, and Barrett notes that the US Values Study supplies data that will allow organizations and institutions to measure consumer confidence based on values, allowing insight into people’s more intangible inner drivers.
In the last ten years, Barrett Values Centre has conducted national values studies in Argentina, Bhutan, Denmark, Latvia, and Iceland. Latvia is using the results from their national survey as the foundation for their sustainable development strategy, Latvia 2030, which was presented to the EU in September 2008. Weeks before the collapse of the Icelandic economy, the Icelandic National Survey revealed critical levels of dysfunction in their current culture with potential bankruptcy on the horizon. Barrett, a Fellow of the World Business Academy and Former Values Coordinator at the World Bank, recently spoke about national surveys informing the direction of public policy on DiTV in Sweden and Wellness Radio with Deepak Chopra.
The US National Values Study reveals those values which unite the nation in shared understanding, direction and purpose, while providing clarity to the challenges ahead.
The USA National Values Assessment was open between the 12th and 17th January 2009. The intent of this work was to take a base line measurement of US culture between outgoing President Bush and incoming President Obama.
For more information on this survey or using the Cultural Transformation Tools® in government, corporations, education or NGOs please call +1 828 252 5550