Millennium Monitor is a unique social trends monitor that explores the patterns and implications of change in social values. Born at the turn of this millennium and now in its seventh iteration, Millennium Monitor focuses on the changes in social values that will shape the future and uses a validated model that is based on academic theory to describe how the social context changes over time. Millennium Monitor provides strategic direction for organisations, brands or categories on how to best position themselves for the future.
We have been tracking social values in Australia since 1999 using both qualitative and quantitative research with a validated model based on academic theory* to describe how the social context changes over time. We have drawn on Schwartz’s 10 values but modified their expression to take into account the cycle of change observed by some leading theorists to translate into consumer language. The framework defines our values as beliefs tied to emotion that motivate us and guide our actions but also transcend specific behaviours and situations. Most importantly, the values are ordered by importance and that importance changes over time.
*Swartz’s 10 values (Schwartz Value Survey (SVS; Schwartz, 1992,2005a);
Bronfenbrenner, U (1979) The ecology of human development;Strauss Howe Generational theory.
The Millennium Monitor helps explain the past, understand the present and predict the future. It stands alone from other social trends monitors as it explores changes in social values and culture. Our research shows there are predicable cycles that reflect changes in consumer values, motivations, behaviour and language. We have identified four macro eras that that society moves through over time: Power, Enjoyment, Conformity and Rebellion. The expression of each era is expressed differently between each cycle but the underlying drivers are consistent.