by ConsumerShift holds that values are the key building blocks of our identity – who we think we are, what we believe, and how we decide and behave. Values can be thought of as a translator mechanism for identity into our behavior and lifestyle. As we discussed previously, values are often implicit and working behind the scenes. If I asked you your values right now, it might be difficult to simply list them — most of us would have to think about them.
Consumers undergoing the shift to postmodern and integral values are likely to be more aware of their values, but here still, there’s a catch. Postmodern values in particular are often characterized as a “search for meaning:” spending more time thinking about meaning and purpose in life (NOTE: as compared to “moderns” not “traditional,” who might rightfully point out that they have always spent time thinking about the meaning and purpose of life).
Three examples of “purposes:”
Happiness (aka well-being). The pursuit of happiness is perhaps the most common purpose in the United States, enshrined in the U.S. Declaration of Independence. A challenge is that happiness is vaguely defined and means different things in different contexts. For our purposes, (pun intended), let’s emphasize a longer-term sense of well-being.
Service to God or others. Many cite service to God or a higher power as a purpose. Religions have long advocated this as the proper purpose.
Creative expression. People with this purpose feel that they have a reason for being on this earth, a special talent or contribution to make, and their mission is to find that purpose and pursue it. And it’s not just the pursuit of creativity but the expression of it to others that in part explains the boom in social media. People want to share their creative purpose with others. Creative Expression is the more contemporary of the three examples and most closely associated with the “ConsumerShift.”
Integrals, having passed through the postmodern stage, will likely have emerged with a clearer sense of purpose. In fact, the growth of the Integrals should “raise the bar” in terms of interest, emphasis, and thought about the purpose, of well, purpose. Andy Hines
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