View
240
Download
0
Category
Preview:
Citation preview
Values and frames in business
Eleanor Glenn
PURPOSE7 December 2015
Outline
• Inspiration• Values & frames 101• Values in 3 domains:
- purpose - people - communications
Purpose Values
Endorsing Common Cause
“Moving from share value to shared values is now more needed than ever. Today's environmental and social challenges … need to be addressed at the morality level.”- Paul Polman, CEO Unilever, Chair WBCSD
theguardian.com
Values 101
Values: our guiding principles or motivations
• Universal• Organised in a system• Interact• Influence• Change
How values work
Mental• Depression• Paranoia• Social anxiety• Separation anxiety• Attention Deficit
Disorder• Obsessive
behaviour
Physical• Headaches• Stomachaches• Backaches• Sore throats• Sore muscles• Smoking• Alcohol abuse• Drug use
Social• Narcissistic • Less empathy• Machiavellian• Passive aggressive• Non-nurturing
parents
DispositionContext
Priming values
Spillover effect
See-Saw effect
Values recap• Values are our driving forces, our deepest
motivations• We all have all values to some extent…
… but intrinsic values drive concern & action on social and environmental issues• Intrinsic values can be activated and strengthened
over time• We want to appeal to intrinsic values and avoid
appealing to extrinsic or security values.
Framing:
Tapping into frames and the values they evoke
Frames
Related chunksof information, or bundles of associations,
stored in memory.
Citizen Consumer
Intrinsic vs extrinsic valuesSocial psychology research from 1970s onwards
• Blood donations, child care, lawyers, school fundraising…
• Reusable coffee mugs
“Less trash, more cash”
“For the love of nature”
or
A different approach
• Intrinsic values can be more powerful than extrinsic - e.g. blood donations, reusable cups etc
• Appealing to intrinsic values is effective, even for extrinsically-oriented people
- no need to ‘match’ people’s values
• Mixed messages (intrinsic + extrinsic) are ineffective
Spot thePlay
Our new denim line is made by @FairTradeUSA workers, and that's a good thing: http://pat.ag/amuc
$
Questions?Reflections?
Values in business
Footprint & Mindprint
1. What we do & why
PURPOSE, PRODUCTS, PROJECTS
2. How we do it
MOTIVATION & STRUCTURE
3. How we tell everyone about it
COMMS & ENGAGEMENT
Values in 3 business domains
2. PEOPLE
1. PURPOSE
3. COMMS
Values in 3 business domains
Holistic approach
Brand communication “isn’t marketing at all but sharing our core values with our customers.”
“For Patagonia, whose values were identified at the moment of creation, the work is to simply name those values and then relentlessly communicate them through great stories.”
Values in your business
How will the world be a better place because of my work?
1. My purpose, products, programs
Niranjan Ramesh
2. People
= Intrinsic, not extrinsic, values
How can I foster intrinsic values in my workplace?
2. My people
ribpl.com.au
Effective&Useful
3. Comms criteria
1. Does the communication appeal to intrinsic values?
2. Does it avoid appealing to extrinsic or security values?
3. Comms criteria
How does my audience express intrinsic values?
How can I engage with them by appealing to intrinsic values, and avoid appealing to
extrinsic or security values?
3. My communications
Giuseppe Milo
Questions?Reflections?
Invitation• Common Cause Australia: www.commoncause.org.au• Join the conversation on Facebook• Find out more in a public workshop• Bring us in! for in-house workshops, values & frames audit,
program design, communications• Contact: eleanor@commoncause.org.au
Thank you+ stay in touch
Recommended