The idea that NGO communicators need to message in such a way as to recognise “where people are” and not “where we want them to be” is a well-worn assertion. Although there is much truth in this statement when it comes to choosing messengers, communication channels and methods, this golden rule, lifted from the practice of marketing, does not extend as far as segmenting audiences by their values. This report summarises the results of an interdisciplinary research project on the expressions of social and environmental concern by people who attach particular importance to values of popularity, preserving public image, or wealth. It makes the case that systemic and durable responses to the challenges that we face cannot be envisaged unless they are built upon an appeal to intrinsic values.
Exploring some of the challenges posed by the pressures of short-term fundraising
More information on the two values surveys that Common Cause draws on in its work
Further information on the texts used in the study with WWF and Scope