SocialValues
SocialValues is a unique Canadian psychographic product that measures the propensity to hold underlying beliefs, motivations and personal mindsets that influence consumer and community behaviour.
It is developed by Environics Research and integrated with PRIZM®. Since 1983, Environics Research has conducted a national survey to measure motivations, beliefs and social attitudes of Canadians, including measures across 99 values and more than 200 attitudes.
SocialValues help organizations in all industries understand what matters most to their customers and how those values influence consumer and community behaviour. It enables more relevant targeting, stronger messaging and more effective marketing strategies.
What's new?
The 2026 release introduces one new variable, Control of Privacy, which captures concern over the increasing collection of personal information by governments and businesses. Those highest on this measure feel less control over their data and are more likely to make purchase decisions based on organizational ethics.
It also adds 29 new attitude statements spanning themes such as simplicity and comfort, connection and belonging, traditions and norms, exploration and growth, cultural openness and future outlook. These additions strengthen the ability to understand how values are shifting across Canada.
How it’s used
- Fitness retailers can identify consumers who prioritize health and wellness “Effort Towards Health” to target marketing efforts more effectively.
- Automotive marketers can identify neighborhoods with a higher likelihood of environmentally conscious consumers to support their hybrid and electric vehicle strategies and campaigns.
- SocialValues, combined with PRIZM®, helps organizations understand what drives different customer segments and develop messaging that resonates.
Sample questions it can answer
- Compared to the general population, what are the key social values driving decision-making within my target groups?
- What neighbourhoods within my trade area exhibit strong confidence in advertising?
- Where can I find neighbourhoods that place a high value on community involvement?