by We talked about how traditional values are not going away in the postmodern world and remain alive and well. Modern values are in an even stronger position – they are dominant in the emerging markets and remain a strong influence in the affluent nations. A key theme of ConsumerShift is that the transition from modern to postmodern values is reaching a tipping point in the next decade in the affluent nations – where postmodern values will become the leading values orientation. This transition was masterfully covered by Ronald Inglehart in Modernization and Postmodernization, which I put with Spiral Dynamics as the most influential book(s) on my thinking.
This transition is not always going to be smooth. The four types of values each represent something of a course-correction to their predecessors. Modern values in part correct for perceived inadequacies of traditional values; postmodern for modern, and integral for postmodern. Modern values emphasizes achievement and upward mobility to “correct” for the rigid roles of traditional values. Postmodern values have an anti-materialist ethos that corrects for the strong materialism of modern values. Integral values look for the most functional approach in reaction to the strong relativism of postmodern values that tends to suggest all approaches are of equal.
So, while some audiences will say that they see similarities between traditional and postmodern values, they do not see them for modern and postmodern values. This may require some tough choices. For instance, will it be possible to maintain relationships a core, bread-and-butter modern values customer group while moving to appeal to a new postmodern group? Or will they feel betrayed? It could be a bumpy ride. Andy Hines
[…] with more choices available. The notion of “more advanced” bothers some people. Those with postmodern values tend to not like levels or hierarchies of any kind. The “mean green” postmoderns in particular […]