The Solid Ground Beneath Our Feet

In the scope of these megatrends, society will undergo substantial changes. These changes will not only change the ways we shape our lives but also our values – the values that guide every single one of us when we are taking our everyday decisions. They also give us an idea of what society expects of us. They are so-to-say the islands in the waters of change, solid ground beneath our feet, which nevertheless is slowly shaped by the water that surrounds it. The GIM value map “Values & Visions 2030“ shows eight of these islands. They stand for topics and feelings which will be interconnected in the future according to the respondents.

This value development is partly in line with people’s wishes – but sometimes it is not. The gap between the desired changes of values and the assumed actual development of values reflects people‘s hopes and worries. This is why the value fields are positioned along two axes on our map. In that way, we can visualise how relevant the values in question will be for the future society between today and 2030.



> The horizontal axis illustrates the dynamics: the further you go left on the axis, the less change the respondents expect in this value field until 2030; for the values on the far right, respondents expect an above-average increase in relevance until the year 2030.

> On the vertical axis we can see how strongly this trend is desired. The further up the value field lies in the upper half of the graph, the more the respondents hope or long for these values. The further down in the lower half they are, the less they are desired, sometimes even rejected or feared.

If decisions are strongly influenced by values – no matter whether they concern consumption, the personal sphere or political aspects – then a closer look at future values is also a look into future thought patterns and needs. From that, companies and politics can extract information indicating which strategic or operative steps should already be taken today.