What we find important changes over time
Ingmar Leijen on how generations shape and hold onto their values
What do we find truly important in life? That question may seem simple, but the answers shift over time. Values such as freedom, equality, success and safety guide our choices and shape how we view the world. Yet they do not appear to be set in stone. VU researcher and lecturer in Marketing Ingmar Leijen studied the dynamics of human values. He found that Millennials revise their values more quickly than older generations, while some core values remain surprisingly stable.
Author: Mika Linse
A twelve-year study of values
Leijen analysed twelve years of data from the LISS panel (a large online household panel consisting of approximately 5,000 households in the Netherlands), which followed 1,599 Dutch people between the ages of 16 and 84. His research focused on four generations: the Silent Generation (born between 1925 and 1945), Baby Boomers (born between 1946 and 1964), Generation X (born between 1965 and 1979) and Millennials (born between 1980 and 1992). He examined not only how values differ between generations, but also how they change within an individual.
‘What we saw is that some values really move with the times’, Leijen explains. ‘Safety, for example, has become more important for all generations. But values such as conformity and achievement orientation remain remarkably stable, regardless of age.’
It is striking that Millennials are the most flexible generation when it comes to their value development. Leijen adds, ‘With them, you can see that certain values are still very much in motion. In older generations, these values are already more fixed. That doesn't mean they don't change, but the change is more subtle and slower.’
'Millennials attach much more importance to hedonism than previous generations.'
Hedonism as a striking trend
One value clearly stands out: hedonism. Millennials attach much more importance to it than previous generations. ‘For the oldest generation, having fun was hardly a consideration, whereas for Millennials it is almost as important as social engagement’, says Leijen. ‘It is striking that this has become increasingly important across generations.’
Even more striking: hedonism does not appear to be a phase. ‘You would expect this to decrease as people get older’, says Leijen. ‘But we don't see that in our data. Among people in their twenties, the importance of hedonism remained unchanged throughout the twelve years of the study. So it seems that Millennials will hold on to this perspective on life, even as they get older.’
Values and social views
Values not only determine our personal lives, but also shape our view of social issues. Leijen's research shows that changes in values influence how people think about topics such as marriage, euthanasia and income inequality. ‘What you find important in private seeps into how you view society’, he explains.
But it works the other way around too: social developments can influence our values. ‘In times of economic uncertainty, the need for security and stability grows. People look for something to hold on to in familiar structures. Conversely, when society progresses on social issues, such as in the increasing acceptance of diversity, we see that values like universality and self-expression actually gain importance.’
'What you find important in private seeps into how you view society.'
The role of culture in the development of values
Values are not only shaped by personal experiences, but also by the culture in which we grow up. For example, Leijen investigated how values are related to healthcare preferences in different countries. ‘In countries with strong social norms, such as Turkey and Norway, we see that people are more likely to seek medical help for minor complaints. In countries with more relaxed norms, such as the Netherlands, people are more likely to take personal responsibility and choose self-care.’
According to Leijen, this is a typical example of how culture can strengthen or weaken the influence of values on behaviour. ‘The extent to which a society enforces social rules determines how values are expressed in behaviour. This means that we cannot view values in isolation from the context in which they develop.’
Future
The insights from Leijen's research show that values can be both changeable and surprisingly steadfast. Millennials seem to be holding on to their core values for longer than previously thought, while universal shifts, such as the growing need for security, span generations. But what does this mean for the future? Will Millennials continue to embrace hedonism even as they age? And how do different generations respond to social crises or technological progress?’
‘We live in a time when changes are happening faster than ever‘, says Leijen. ‘Digitalisation, globalisation and social shifts all affect how people shape and hold onto their values.’ This means that the future of values is not set in stone. Policies, work cultures and social structures will need to adapt to changing generations and their beliefs. By gaining a better understanding of how values evolve, we can prepare for a society that is always changing, without forgetting which core principles continue to connect us. "We leven in een tijd waarin veranderingen zich sneller voltrekken dan ooit," zegt Leijen. "Digitalisering, globalisering en sociale verschuivingen hebben allemaal invloed op hoe mensen hun waarden vormen en vasthouden." Dit betekent dat de toekomst van waarden niet in steen gebeiteld is. Beleid, werkculturen en maatschappelijke structuren zullen zich moeten aanpassen aan veranderende generaties en hun overtuigingen. Door beter te begrijpen hoe waarden zich ontwikkelen, kunnen we ons voorbereiden op een samenleving die steeds in beweging is, zonder te vergeten welke kernprincipes ons blijven verbinden.
'In times of economic uncertainty, the need for security and stability grows.'
Ingmar Leijen is a lecturer in Marketing at VU Amsterdam and combines his academic work with a broad background in art and consumer research. Originally trained as a classical pianist, his interest in values and behavioural change grew into a scientific career. His research focuses on the dynamics of human values, cultural influences and consumer behaviour. With his recent study of generational values, he contributes to a deeper understanding of how our beliefs develop and what this means for policy, organisations and society.
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