VALUES

TOP 10 VALUES | BY REGIONRank US EU5 Brazil Russia China India1 loyalty courtesy loyalty success health success2 responsibility honesty courtesy authenticity sustainability duty3 courtesy loyalty authenticity family authenticity safety4 honesty authenticity responsibility safety duty authenticity5 authenticity responsibility equality youth safety loyalty6 success success sustainability honesty success equality7 justice equality honesty courtesy equality purity8 equality comfort justice sustainability fun family9 conscience sustainability happiness comfort populism belief10 integrity justice learning wisdom youth healthBase: Consumers 15+Note: Ranks are based on those who assigned a 6 or 7 on a 7-point scale where 1 means “not like me at all” and 7 means “describes me exactly.” Of92 possible values, where 1 is the strongest and 92 is the weakest. Data resemble the national population in the US, France, Germany and the UK.Data resemble the online population in Italy, Spain, Russia, China and India. Regions are calculated by taking the average of the countries within thatregion in order to mitigate effects driven by sample-size difference in each country.Source: CEB Iconoculture Values and Lifestyle Survey, December 2012