CMC Connect LLP, the exclusive affiliate in Nigeria of global communications agency BCW, recently hosted a webinar for media and clients on the BCW Age of Values Report, a pioneering global study that explores the profound influence of values on human behaviour and in driving meaningful action.
The report introduced an innovative approach that goes beyond traditional demographic targeting, combining behavioural science, research, data analytics and digital trend mapping to gain deeper insights into the values that drive human behaviour in today’s dynamic cultural landscape.
BCW’s insight into how people prioritise values was gleaned from an analysis of more than 36,000 people across 30 countries in the world, yielding more than 30 million data points.
Speaking during the event, Strategy Director, BCW UK, Taylor Saia, highlighted the predominant values in Nigeria as security, self-direction and universalism (societal); and the values that most differentiate Nigeria from the rest of world, such as: achievement, power, stimulation and conformity.
He also stated that the most-defining values for GenZs are power, achievement, hedonism and stimulation.
“Younger generations have grown up in highly digitised societies in which peers’ achievements are broadcast on social media, affording a window into the highlights of other people’s lives,” Saia added.
Vice President, Corporate Communications and CSR at Airtel Nigeria, Emeka Oparah, expressed his delight at the development, while commending CMC Connect on its professionalism.
Lead Partner, CMC Connect LLP, Yomi Badejo-Okusanya, noted that the discussion on the BCW Age of Values Report, provided an enlightening platform for participants to gain valuable insights into the power of values, and how such can be harnessed to create meaningful connections and inspire transformative action.
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