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C ULTURAL D YNAMICS

C ULTURAL D YNAMICS. The Maslow Groups Story Segmented Human Based Communications. Background, Methods and Tools. PEOPLE. They’re all about. C ULTURAL D YNAMICS. WHAT ARE MASLOW GROUPS?. C ULTURAL D YNAMICS. RESEARCH INTO PEOPLE. Behaviour. Values. Attitudes Lifestyles. Principles

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C ULTURAL D YNAMICS

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  1. CULTURAL DYNAMICS The Maslow Groups Story Segmented Human Based Communications Background, Methods and Tools

  2. PEOPLE They’re all about CULTURAL DYNAMICS WHAT ARE MASLOW GROUPS?

  3. CULTURAL DYNAMICS RESEARCH INTO PEOPLE Behaviour Values Attitudes Lifestyles Principles -Beliefs -Motivations Research Type: Values Research Lifestyle Research Behavioural Research Result Fitness: 10 - 20 Years 2-5 Years 0-2 Years

  4. CULTURAL DYNAMICS What are Maslow Groups? • The Values Modes are based on international research using over 1000 questions, 414 Core Values Questions and 100 Attributes. • There are 12 Values Modes. • The are 3 Maslow Groups.

  5. CULTURAL DYNAMICS What are Maslow Groups? • The U.K. Maslow Groups are based on the insights gained from over 30 years of U.K. socio-cultural research. • The Values Modes and Maslow Groups are representations of the values systems of individuals. • The key understanding is that Maslow’s Hierarchy of Needs is a powerful differentiator and indicator of motivations and beliefs.

  6. Inner Directed Outer Directed Sustenance Driven Self Actualisation Beauty Symmetry To Know, Understand & Explore Aesthetic Cognitive Achievement Self Esteem Esteem of Others Recognition Approval Belonging Love Acceptance Security Comfort Safety Air Food Water, Sex CULTURAL DYNAMICS MASLOW’S HIERARCHY OF NEEDS Meta-Needs, derived from Integration and Transcendence of all needs

  7. CULTURAL DYNAMICS SUSTENANCE DRIVEN Solidarity Security Community Family Thrifty Price Roots Local Comfort Escapist Fearful

  8. CULTURAL DYNAMICS SUSTENANCE DRIVEN Dependence

  9. CULTURAL DYNAMICS Sustenance Driven Orientations • Past • Keep the Same • Rational • Keep to the Facts • Group Identity • Judgemental • Keep it Simple • Security and Family

  10. CULTURAL DYNAMICS OUTER DIRECTED Importance Jet Setting Wealth Position Appearance Glamour Keeping Up with the Jones’ Right Neighbourhood

  11. CULTURAL DYNAMICS OUTER DIRECTED Independence

  12. CULTURAL DYNAMICS Prospector Orientations • Future • Anyway the wind blows • Emotional • Just Do It • Situational • Me • Self Enhancement • Personal Sound Bites • Power, Achievement, Hedonism, Stimulation

  13. CULTURAL DYNAMICS INNER DIRECTED Confident Quality Value Knowledge Information Discerning Contacts Individuality People-Focused Risk Takers

  14. CULTURAL DYNAMICS INNER DIRECTED Inter-dependence

  15. CULTURAL DYNAMICS Pioneer Orientations • Now • Open to Change • Emotional (and rational) • Personal Ethical responsibility • Everything Connects • Individualistic • Keep it Complex and interesting • Personal Stories

  16. CULTURAL DYNAMICS Same Behaviour,Different Reasons • Sustenance Driven...food is getting so expensive” • Outer Directed...I want to wear a bikini on holiday” • Inner Directed…I feel so much better for it” “I’m eating less these days because…”

  17. I’m going to look good in my bikini this summer! I hate this! Why am I doing it? I feel so much better when I do this! CULTURAL DYNAMICS WHY USE MASLOW GROUPS? The Maslow Groups allow us to identify and understand the reasons for different behaviours – and also to identify different reasons for identical actions.

  18. Inner Directed Outer Directed Sustenance Driven PENETRATION Innovators Early Adopters Mature TIME CULTURAL DYNAMICS

  19. Discipline Sustenance Driven (Settler) Acquiescence Indulgent diet Complacent Luddism Respected Non-reflective Honesty Outer Directed (Prospector) Bargain hunter Looking good Distracted Distant Skeptical Pleasure Prudent Wrong clothes Showhome Busy Persona Asocial Close family Tolerant Reserved Convenience Speculate Price conscious Sensitive Socialist Local Cheerful Constrained spender Irresolute Spiritual Healthy lifestyle Shrewd Modest unease Budget bedlam Coasting Impulsive spender Bodily ease Ozone friendly Car casual Gregarious Passivity WYSIWYG Interconnected TV casual Listening Solitary Non-acquisitive Artisan Inquisitive Sexual awareness Beauty Money casual Self assured Financial morality Exhilaration Solo New family Inner Directed (Pioneer) Unplanned No sweat Equivalence Feeling good Independent Self secure Boldness Global Equanimity Adaptable CULTURAL DYNAMICS A MAP OF SOCIAL ATTITUDES

  20. Discipline Sustenance Driven (Settler) Acquiescence Indulgent diet Complacent Luddism Respected Non-reflective Honesty Outer Directed (Prospector) Bargain hunter Looking good Distracted Distant Skeptical Pleasure Prudent Wrong clothes Showhome Busy Persona Asocial Close family Tolerant Reserved Convenience Speculate Price conscious Sensitive Socialist Local Cheerful Constrained spender Irresolute Spiritual Healthy lifestyle Shrewd Modest unease Budget bedlam Coasting Impulsive spender Bodily ease Ozone friendly Car casual Gregarious Passivity WYSIWYG Interconnected TV casual Listening Solitary Non-acquisitive Artisan Inquisitive Sexual awareness Beauty Money casual Self assured Financial morality Exhilaration Solo New family Inner Directed (Pioneer) Unplanned No sweat Equivalence Feeling good Independent Self secure Boldness Espousal γ = 99.0% Espousal γ = 95.0% Neutral Rejection γ = 95.0% Rejection γ = 99.0% Global Equanimity Adaptable CULTURAL DYNAMICS Inner Directed

  21. Discipline Sustenance Driven (Settler) Acquiescence Indulgent diet Complacent Luddism Respected Non-reflective Honesty Outer Directed (Prospector) Bargain hunter Looking good Distracted Distant Skeptical Pleasure Prudent Wrong clothes Showhome Busy Persona Asocial Close family Tolerant Reserved Convenience Speculate Price conscious Sensitive Socialist Local Cheerful Constrained spender Irresolute Spiritual Healthy lifestyle Shrewd Modest unease Budget bedlam Coasting Impulsive spender Bodily ease Ozone friendly Car casual Gregarious Passivity WYSIWYG Interconnected TV casual Listening Solitary Non-acquisitive Artisan Inquisitive Sexual awareness Beauty Money casual Self assured Financial morality Exhilaration Solo New family Inner Directed (Pioneer) Unplanned No sweat Equivalence Feeling good Independent Self secure Boldness Espousal γ = 99.0% Espousal γ = 95.0% Neutral Rejection γ = 95.0% Rejection γ = 99.0% Global Equanimity Adaptable CULTURAL DYNAMICS Outer Directed

  22. Discipline Acquiescence Indulgent diet Complacent Luddism Respected Non-reflective Honesty Bargain hunter Looking good Distracted Distant Skeptical Pleasure Prudent Wrong clothes Showhome Busy Persona Asocial Close family Tolerant Reserved Convenience Speculate Price conscious Sensitive Socialist Local Cheerful Constrained spender Irresolute Spiritual Healthy lifestyle Shrewd Modest unease Budget bedlam Coasting Impulsive spender Bodily ease Ozone friendly Car casual Gregarious Passivity WYSIWYG Interconnected TV casual Listening Solitary Non-acquisitive Artisan Inquisitive Sexual awareness Beauty Money casual Self assured Financial morality Exhilaration Solo New family Unplanned No sweat Equivalence Feeling good Independent Self secure Boldness Espousal γ = 99.0% Espousal γ = 95.0% Neutral Rejection γ = 95.0% Rejection γ = 99.0% Global Equanimity Adaptable CULTURAL DYNAMICS Sustenance Driven Sustenance Driven (Settler) Outer Directed (Prospector) Inner Directed (Pioneer)

  23. HIERARCHY EMBEDDEDNESS SEN NIG GHA CAMER YEM UGA IRAN EGY NAM ZIM MALAY JOR NEP FIJ SAF INDO ETH INDI BOL SING THAI PHIL ISR(A) KOR(S) HK TAIW GEO MAC PERU UKR RUS CYP(G) BUL MASTERY BOS POL TUR CRO SLOVAK USA EST LAT ROM MEX VEN ISR(J) CZECH JAP BRA AUS COST CHIL HUNG CAN(E) ARG IRE SLOVEN UK NZ GRE POR AFFECTIVE AUTONOMY HARMONY NET NOR CAN(F) FIN FR BEL AUT SPA GER(E) DEN SWE SWZ GER(W) INTELLECTUAL AUTONOMY EGALITARIANISM CULTURAL DYNAMICS Sustenance Driven African Hegemony Islamic Hegemony Soviet Hegemony American Hegemony Outer Directed Latin Hegemony British Hegemony European Hegemony Inner Directed

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