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