Global Longitudinal Data:
Nearly a Decade of Tracking Human Priorities
The world’s most comprehensive longitudinal study of human emotional priorities.
Our proprietary model tracks 100+ fundamental human priorities—creating an empirical, decade-long record of what matters to people across generations, life stages, and geographies. Grounded in Maslow’s hierarchy but built for today’s complexities, this data reveals what people value, what they’re sacrificing, and where they’re headed next.
100,000+ Participants
Surveyed Annually
100+ Human Priorities
Tracked Consistently
9+ Years of Data
Longitudinally tracked with multiple collection points per year
4 Cohorts
Adults | Parents | Teens | Kids
5 Generations
Baby Boomers | Gen X | Millennials | Gen Z | Gen Alpha
10 Global Markets
Brazil | China | France | Germany | India | Japan | Mexico | South Korea | United Kingdom | United States
Examples of Human Priorities We Track
Across the global markets we track, adult priorities are shifting in profound — and remarkably consistent — ways.
Rising priorities include personal agency, safety, emotional wellbeing, and authenticity. People are working to protect their peace, stay in control, and make choices that feel true to who they are. After years of disruption and uncertainty, fewer adults are chasing “more.” They’re prioritizing stability, self-trust, and a life that feels manageable.
Trending Global Adult Average
At the same time, several outward-facing priorities have declined: feeling part of a community, involvement in causes, passing on family traditions, and playfulness. The priorities that connect people to shared identity, rituals, and collective experience are losing momentum — not from lack of care, but from emotional strain and limited capacity.
Trending Global Adult Average
Together, these shifts point to a more self-protective and selective mindset, with greater focus on what feels safe, real, and within personal control.
For brands, this reshapes expectations.
People are less persuaded by broad promises and more responsive to signals of understanding and practical value. Relevance now comes from helping people navigate daily life with greater clarity, security, and emotional ease. The brands that stand out are not the loudest — they are the ones that make people feel more capable, grounded, and themselves.
How We Transform Data Into Critical Insights
Think of this data as a human barometer
A consistent, decade-long record of how people’s inner lives respond to the world around them. Not just in crisis moments or cultural flashpoints, but quarter by quarter, as life slowly—and sometimes suddenly—shifts.
What we track
At the core are human priorities: the fundamental needs, values, and emotional goals people protect or pursue in daily life. These priorities are stable enough to track longitudinally, yet sensitive enough to register shifts in mood, meaning, and motivation as social, economic, technological, and cultural conditions evolve.
What makes this different
Consumer research often centers around what people bought, clicked, said, or shared. We start with the human condition beneath those behaviors and how it is changing as they navigate complexity.
The result
Unique visibility into why people are doing what they’re doing, with clarity on what they’re protecting, pursuing, and letting go of—and what that means for brands trying to remain relevant in their lives.
Turn Human Priorities Into Competitive Advantage
Unlock insight into what’s shifting and how to act on it.