ValueGraphics

What are ValueGraphics

The ValueGraphics framework identifies ten core values that are considered universal across different demographics. These values are essential for marketers and organizations to understand as they shape how people make decisions and what they care about most.

Understanding these values helps in creating targeted and effective marketing strategies that resonate on a deeper, more personal level with audiences, leading to higher engagement and loyalty.

Why ValueGraphics Over Demographics?

ValueGraphics provides a more precise targeting method because it focuses on what truly motivates people at a fundamental level — their values. This approach is often more effective than demographics because:

Values Transcend Demographics: Values can cross lines of age, gender, and ethnicity, allowing for broader yet more precise targeting.
Higher Engagement: Marketing that resonates with people’s core values typically generates deeper emotional engagement and loyalty.
Efficiency: By focusing on values, you can create campaigns that are more likely to influence behavior, making marketing efforts more efficient and potentially more successful.

Using ValueGraphics, you tap into a deeper understanding of what drives decisions, leading to more impactful marketing strategies and stronger connections with audiences.

The 10 ValueGraphics

Family

This value prioritizes the importance of familial bonds and responsibilities. People who hold this value highly are often motivated by actions and decisions that benefit their family’s well-being.

How to Identify: Look for audiences who actively engage with content related to family activities, parenting tips, or family health. Surveys can also help identify family as a priority.
When to Use: Use when marketing products or services that are family-oriented, such as family vacations, household products, or insurance plans.
Why Over Demographics: Unlike demographics which might assume certain family-oriented behaviors based on age or marital status, Valuegraphics targets those who prioritize family regardless of their demographic.

Relationships

Emphasis is placed on friendships and professional relationships. Individuals valuing relationships highly may prioritize social interactions and networking.

How to Identify: Individuals who value relationships often participate in community events or social platforms and emphasize teamwork and networking in professional settings.
When to Use: Ideal for marketing social platforms, event planning services, or team-building activities.
Why Over Demographics: Targets the value of connection and networking instead of assuming interest based on age or social status.

Financial Security

This involves the need for monetary stability and financial growth. Marketing that emphasizes cost-effectiveness or investment returns would appeal to this value.

How to Identify: This value can be gauged from interactions with financial planning content, investment products, and savings tools.
When to Use: When promoting financial services, retirement plans, or investment opportunities.
Why Over Demographics: Directly appeals to those who value financial security, rather than inferring financial priorities from age or income level.

Personal Growth

People who prioritize personal development are interested in opportunities for learning and self-improvement.

How to Identify: Individuals interested in educational opportunities, self-help books, or personal development workshops often value personal growth.
When to Use: Marketing educational courses, workshops, or books focused on self-improvement.
Why Over Demographics: Captures motivations for self-improvement regardless of age or education level.

Health

This includes physical, mental, and emotional well-being. Products and services that promote health and wellness resonate with individuals who value this.

How to Identify: Those who prioritize health may engage more with fitness apps, wellness programs, and healthy eating content.
When to Use: In advertising health-related products, wellness programs, or fitness memberships.
Why Over Demographics: More effective than assuming health interests based solely on age or physical attributes.

Community

A sense of belonging and an active role in one’s community is crucial here. Engaging with this value involves supporting community-building activities and local initiatives.

How to Identify: Look for engagement in local events, community service, or local business support.
When to Use: When promoting local initiatives, community service events, or local business offerings.
Why Over Demographics: Focuses on community engagement over geographic or socio-economic assumptions.

Success

The achievement of personal or professional goals is a priority. Brands that align with aspirations for success can appeal to this value.

How to Identify: Those who share achievements online, seek career advancement, and consume success-oriented content.
When to Use: Marketing high-end products, professional services, or career development tools.
Why Over Demographics: Appeals directly to aspirational drives rather than inferring ambition from job titles or education.

Comfort

This value is about leading a comfortable, stress-free, and perhaps a luxurious life. Products and services that enhance comfort or provide luxury experiences meet this value.

How to Identify: Interest in luxury goods, high-end services, or comfort-enhancing products.
When to Use: Marketing premium brands, luxury vacations, or home comfort products.
Why Over Demographics: Better targets those who seek comfort and luxury, not just those who can afford it.

Safety

Emphasizes the importance of feeling secure in one’s environment. Security systems, insurance products, and safe community initiatives can appeal to those who prioritize safety.

How to Identify: Engagement with safety products, insurance offers, and secure living environments.
When to Use: In marketing safety products, insurance, or secure housing.
Why Over Demographics: Focuses on safety as a priority rather than age or family status, which might traditionally indicate a need for security.

Creativity

This value is centered on expressing oneself and valuing innovation. Creative endeavors, whether in arts, technology, or other fields, attract individuals who hold creativity in high regard.

How to Identify: Those engaging with arts, design, and innovative tech show high value for creativity.
When to Use: When promoting artistic tools, creative services, or innovative technology.
Why Over Demographics: Captures those genuinely interested in creativity, regardless of their professional or personal background.