How three shared values can unite New Brunswick—and what they can do for you
Imagine a hypothetical ballroom in Fredericton. Packed full. On one side, union leaders. On the other hand, community influencers, business owners, and provincial policymakers. Different priorities, different politics. Now imagine the tension melting away as three shared values rise to the surface—Financial Security, Basic Needs, and Health and Well-Being.
While this scenario didn't happen, this is the kind of moment we help create by showing people with different opinions the values they share, and how What Matters Most to one side aligns with the other. When people hear insights grounded in real data, not assumptions, it becomes easier to find common ground. Valuegraphics research enables the design of engagement strategies that unite people by understanding who they truly are, deep within their hearts.
Our insights come straight from nearly one million Valuegraphics surveys, stitched together with the statistical precision our clients rely on. They show that when you speak to What Matters Most—and prove you understand it—people who usually disagree lean in, nod, and start planning a future together.
Although that tense ballroom scenario didn't occur, we did use our data to identify the shared values between members of the New Brunswick Union and the general population of the province. Why? To help the union change how they are perceived. Here's a small sampling of what we found: three values and three ideas on how to use them.
Value 1: Financial Security
Families first, always. Any initiative framed as protection for loved ones gains instant traction. Our recommendation in New Brunswick: co-branded credit union workshops on long-term planning, open to the entire community. Zero jargon, zero barriers.
Value 2: Basic Needs
Food, shelter, safety, connection. Prove you can shore up the essentials and credibility soars. We suggested a volunteer-run Union Pantry Project, rolling mobile markets into food-insecure neighborhoods and quietly living the value. Word travels fast when actions match beliefs.
Value 3: Health and Well-Being
Physical, mental, and emotional readiness for life. A fleet of community bikes branded “Ride for Well-Being,” paired with peer-led mental-health walks, made the point: we are in this together, and we keep each other strong.
Why this example matters to you
Sales? Marketing? Employee engagement? Public policy? Every challenge boils down to people, and people move when their values are honored. Demographics miss the mark about ninety percent of the time. Align with values, and accuracy flips to ninety percent in your favor.
That is what The Valuegraphics Research Company delivers:
Measurement of the exact values driving your audience, drawn from the world’s largest database of human values.
Translation of those values into clear stories, offers, and experiences that feel personal to every listener.
Outcomes that show up as higher engagement, deeper trust, and loyalty that make any financial consideration less of a deciding factor.
Ready to move your audience?
If you want to rally communities, boost sales, energize employees, or shift public opinion, start with What Matters Most. Let us show you the values that already unite the people you care about, and how to leverage them to spark lasting action.
Reach out today and discover how The Valuegraphics Research Company can help your organization build engagement, trust, and loyalty—while letting price take a well-deserved back seat.
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The Valuegraphics Research Company maintains the world’s first global inventory of shared human values, built from more than a million surveys in 152 languages and accurate for 180 countries (± 3.5 % at 95 % confidence).
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