The World’s Most Influential Values, In One Graphic

The World’s Most Influential Values, In One Graphic

Our basic values can inform ideals, interests, political preferences, environmental views, and even career choices.

With sweeping data covering half a million surveys in 152 languages, Valuegraphics identifies 56 values that influence human behavior. It uncovers what people care most about around the world, through a contextualized dataset.

The 10 Most Important Values

Individual motivations and values are universally organized. That said, research shows that the hierarchy of these values varies significantly.

According to Valuegraphics, here are the top 10 values we share across cultures.

Rank	Value
1	Family
2	Relationships
3	Financial Security
4	Belonging
5	Community
6	Personal Growth
7	Loyalty
8	Religion/Spirituality
9	Employment Security
10	Personal Responsibility

While it may not be surprising that family emerges as the most important value globally, it’s interesting to note that a number of other ‘connectedness’ values—such as relationships and belonging—emerged in the top 10. Values of loyalty, and religion/spirituality ranked #6, and #7, respectively.

At the same time, security-related values, including financial and employment security, score highly around the world.

From a business and leadership context, values are interesting in that they can guide how people and consumers make their decisions. As people interact with the world, different experiences can ‘engage’ their most closely-held values.

“If you can understand what your target audience cares about, what they spend their lives chasing, now you have an actual chance to use data to understand how to engage and influence and motivate them.”

-David Allison, Founder of Valuegraphics

The Full List of the 56 Most Influential Values

Covering 401 metrics and 370 questions, how did all 56 values break down within the extensive Valuegraphics database on a global level?

Rank	Value
1	Family
2	Relationships
3	Financial Security
4	Belonging
5	Community
6	Personal Growth
7	Loyalty
8	Religion/Spirituality
9	Employment Security
10	Personal Responsibility
11	Basic Needs
12	Harmony
13	Health/Well-being
14	Experiences
15	Respect
16	Compassion
17	Social Standing
18	Creativity & Imagination
19	Trustworthiness/Honesty
20	Security
21	Education
22	Tradition
23	Balance
24	Love
25	Material Possessions
26	Patience
27	Morality
28	Righteousness
29	Friendships
30	Authority
31	Positive Environments
32	Happiness
33	Ambition
34	Self-Control
35	Self-Expression
36	Environmentalism
37	Independence
38	Wealth
39	Politeness
40	Generosity
41	Equality
42	Service to others
43	Dependability
44	Courage
45	Cooperation
46	Tolerance
47	Leisure
48	Influence
49	Intimacy
50	Political Freedom
51	Peace
52	Money
53	Unselfishness
54	Confidence
55	Freedom of Speech
56	Determination

Across nine regions, the value of social standing stood at #17, while environmentalism came in at #36. Interestingly, both values of wealth (#38) and money (#52) ranked lower on the spectrum.

Meanwhile, respect (#15) and compassion (#16) values fell closer to the top.

Windows of Insight

While many similarities exist across cultures, a number of fascinating differences emerge.

Take morality, for example. Across all regions, it illustrated some of the widest variance—it was the second-most important value in the Middle East, whereas it came in near the bottom in Central and South America. Another notable outlier surrounds the value of patience. The African region placed the value within its top five. By contrast, it ranked globally about mid-way (#26) through the list.

Another fascinating discovery is how both North America and the Middle East ranked the value of authority—both ranked it equally (#17), significantly higher than the global average of #30. Meanwhile, the value of tradition saw the highest ranking in Central & South America, but the lowest in Europe.

As the world becomes increasingly complex, understanding how values impact our attitudes and behaviors can help us deepen our understanding across several avenues of life. Consumer research, marketing, leadership, psychology, and many other disciplines all fall within the broad spectrum of the influence of what humans value.