The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Unconscious motivational values
1. Motivational Values
ECF Oxford March 2012
Chris Rose
Campaign Strategy Ltd
www.campaignstrategy.org
chris@campaignstrategy.co.uk
2. Who I am
• Live in Norfolk UK with two children, partner, two
scotties and a spaniel
• Communication and campaigns consultant
• Scientist, writer, campaigner eg with WWF Intl,
Greenpeace Intl., Friends of the Earth
• Clients include Amnesty International, Greenpeace,
Soil Association, Home Office Drugs Strategy
Directorate, UNICEF, Natural England, Environment
Agency, National Trust, Unilever, OSI Public Health
Program
4. Usually cannot go …
Awareness Eg “Policy
Alignment literalism”
Engagement
Action
5. Why ? Because Attention
Opportunity
Language
Filtering
I may not be hearing/ seeing you Channel choice
Competition/pollution
Context
What interests you may not interest me
Personalisation
Immediacy
Framing – I may not be using your frame Recognition
Resolution logic
Motivational values – it may not meet my
Emotional rewards
needs (unconscious)
I may already be undertaking a behaviour in Dilemma
conflict with what you say Discomfort
Ability
I perceive I lack the means to act
Agency
8. aka Pioneer
aka Prospector
aka Settler
Safety and
belonging Success
Maslow’s hierarchy of Needs – CDSM version www.cultdyn.co.uk -
the unmet need is the dominant need
12. Social
Life Opportunities, dynamics,
Experiences events, offers politics, issues,
and asks lifestyles, trends
Unmet Attitudes
Behaviours Opinions
needs and beliefs
Safety and Success
belonging
13. Social
Life Opportunities, dynamics,
Experiences events, offers politics, issues,
and asks lifestyles, trends
Unmet Attitudes
Behaviours Opinions
needs and beliefs
BELONGING Measured as Attributes
and mapped
ESTEEM OF SAFETY
OTHERS
SELF ESTEEM ETHICAL
CLARITY
ETHICAL
COMPLEXITY
14. Drivers and behaviours – unmet needs
Prospectors – Settlers - need for
outer directed: security driven:
need for success, safety, security,
esteem of others identity belonging.
then self esteem. Keep things small,
Acquire and local, avoid risk
display symbols of
success.
Pioneers – inner directed. Need to
connect actions with values, explore
ideas, experiment. Networking,
interests, ethics, innovation
campaignstrategy.org
15. What this means for your communication
Can it make me / my
Can it make me / my country/ organisation/
country/ organisation family safe ? Does
look good, be recognized authority say it is the right
as better or best, thing to do (rules) ? Is it
successful , materially tradition ?
better off ? Is it fun,
Campaign
enjoyable ? Is it the right
proposition/ ask/
answer ?
offer
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 ?
30. Settlers Prospectors Pioneers
Change ?
No thanks, Maybe – if you Of course – and I
you lead can show me it have my own ideas
works
Questions ?
I’d rather not What’s the But are you asking the
hear them right answer ? right ones (there are
no ‘right answers’)
31. “Big ideas, small steps”
Values Modes Take care of us, control,
set rules, keep it small, “Look after number one”
(showing defend our rights, Survival is success,
edge Modes discipine accept your lot, keep to
the rules, don’t rock the
only) boat, just give me the
“It could be me !” - facts, the old ways are
rewards, material Brave New World best
wealth, visible success, BELONGING
recognize me, bling, Roots
Golden
lottery, ‘nice’ ,
recommendations Dreamer SAFETY
ESTEEM OF
OTHERS
Now
“I want the world and Person Concerned
want it now !” – live to SELF ESTEEM Ethical
shop, designer, ETHICAL “Be a better person to
adventure, experiences, make the world a better
the latest stuff, party, Transcender CLARITY place” – do things for the
fabulous, give nothing ETHICAL right reasons, rules to
up COMPLEXITY help people be better,
justice, ethics, opinions
“Looking to see what I might find” – life is fun, try new
things, intrigue, the unknown, complexity, possibility
42. Values and actual behaviour 2008
Who Gives A Stuff About Climate Change
lasuopsE sseccuS e lb is iV
and Who’s Taking Action ?
www.campaignstrategy.org/whogivesastuff.pdf
NATURE PORTRAIT ESPOUSERS (Density)
Settler + -
Prospector
%0.001-%0.09
%0.09-%0.08
%0.08-%0.07
%0.07-%0.06
%0.06-%0.05
Pioneer
%0.05-%0.04
%0.04-%0.03
%0.03-%0.02
%0.02-%0.01
%0.01-%0.0
Actual action
Cause NGO
Prospects for
Now People
action NATURE – They strongly believe that people should care for nature.
Looking after the environment is important to them.
43. Examples of narrative requirements
“you should lead”
safety
discipline less risk
power over others order morality
familiarity rules
success
getting things Settler – 31% ‘us’ not
security driven ‘them’
visible ability Prospector –
Driving needs:
safety, security, tradition
“the right answer” outer directed identity
Driving needs: belonging.
better + best
success, esteem
good time of others, self Pioneer – inner loyalty
esteem directed
fashion Driving needs: acting on benevolence
28% ethics, making
fun connections, exploration,
ethics
excitement 41%
innovation, being all you caring
can be
novelty nature
self-choice universalism
“the right question”
creativity justice
beauty
open-ness
46. Willingness to act on ethical grounds
Agreement with: “I would buy a different
brand of petrol to avoid using oil from
environmentally damaging sources such
as tar sands”
Very True Fairly True Not Very True Not At All True
Yes Possibly No
Most Pioneers Most Prospectors Most Settlers
47. Values-driven responses – not knowledge-driven
Global poverty – Climate change –
it doesn’t bother me don’t believe in it
Pattern of rejection is
almost identical
48. Comparison of Red (Prospector +
Pioneer positioning) and tcktcktck
(Pioneer - accidentally)
49. http://www.joinred.com/red/ - Pioneer-Prospector overlap positioning
Action mechanism: shop to stop HIV
“Red is not a charity, Red is not a cause, Red is not a theory. Red is an
ingenious idea that unites our incredible collective power as consumers with
our innate urge to help others. Red is where virtue meets desire … The most
sought after brands in the world have become Red partners … American
Express, Apple, Converse, Dell, Emporio Armani, Gap, Hallmark, Microsoft
…”. Authentic personal stories
Display stuff
Celebs +
shopping
Fun night out
Brand
support
50. 2009 tcktcktck - Pioneer-only positioning with strong Concerned Ethical
tone
Action mechanism: protest, argument
Political
Serious not fun
Nature cause framing (globe image)
Global scale –
about issue not
me
Controversial
51. Global Cool – an NGO deliberately
designed to reach Now People
(uber Prospectors)
52. Turn up the Style: Turn down the Heat
Home energy use, Winter 09
Promoting wrapping up – and going easy on the
heating
Making it cool:
• Set of films with celebrity models / stylists
creating fabulous warm Winter ‘looks’
• Focus on how to burn calories – not money –
by turning down the heating
• Promoting with ASOS, on-line fashion retailer,
and syndicated across internet, eg, to Hello!, Campaign artwork featuring (clockwise from top left):
Jo Wood, Stella Tennant, Leah Wood and VV Brown.
OK! FabSugar,
• On-line ‘hot or not’ voting for best user-
generated looks: voting via heating controls!
Making it easy:
• Advice on finding and using heating controls:
many people don’t know what theirs look like
or how to use them
Videos viewed 20,000 times in the first week!
53. Our approach is to ‘sell’ the action
The problem
Start Action
• Promote the action – make it attractive in
terms that are attractive to the audience: eg,
visible symbols of success
• All commercial marketing works this way
55. Same action different propositions and messengers
UK example – domestic solar power
Energy independence Sign of success = Ethically right thing to
= safety power /right stuff to own do
Will Anderson
www.treehouseclapham.org.uk
56. Example of climate engagement
mechanism for Prospectors (brief:
use shopping as channel) (for CSE
and Local Authorities)
57.
58. Example of researching a common
denominator across values groups:
engaging on the undersea (for
Natural England)
62. COMPLEXITY ?
Prospectors – Settlers -
Cut through it Avoid it
Beat it Stick to the facts
Overcome it Keep to the basics
Master it
Keep things small,
local, avoid risk
Pioneers –
Connect actions with values
Explore it (ideas)
Make new connections
Check for authenticity
Increase it
campaignstrategy.org
63. SCIENCE and TECHNOLOGY ?
Prospectors – Settlers -
Will solve our Wary
problems
Stick to the old
Get the best new ways, the proven
stuff
Pioneers –
Maybe, maybe not – have you asked the
right questions ?
campaignstrategy.org
69. Outline Planner
Settler
Prospector
A few generic
examples. Tailor
messages/ asks/ Social events to be seen at,
offers to each
audience
with celebrity
separately.
Do not try to
‘sell’ opposing
values !
Pioneer
70. Value Groups – Engagement, rule of thumb
Engage
GROUPS through/ as/
in groups
Belong to
SETTLER things
ACTIVITIES PROSPECTOR
PIONEER
Engage IDEAS
through Engage
activities around
Do things, issues
get things Think about, debate,
change things
74. More information
Cultural Dynamics – 3 Maslow Groups and 12 Values Modes
www.cultdyn.co.uk – take the questionnaire
do an ‘immersion ‘seminar
www.campaignstrategy.org – many ‘values’
Reports and
the book > (Kindle @ Amazon)
Heuristics – see chapter in
How To Win Campaigns (edn 2) and
Robert Cialdini’s Influence: the Psychology of Persuasion
76. Inglehart’s democratization models –
supported by measurements of many
societies over decades, show (outside
Africa) general shift towards secular-
rational and then self expression values
(my diagram)
82. Why Inglehart’s surveys are not very useful for campaigns – they do
not measure all three main motivational values groups
Despite the (much misunderstood) name, Ingleghart’s ‘post materialist’ and
‘materialist’ measurements fail to capture/define the Outer Directed Prospectors –
the most materialistic group. Inglehart’s system is very good for looking at long
term social change in relation to democratization but not as a way to plan
campaign communications. [Above comparisons made using Inglehart’s survey
questions].
