REASON

The Paired Statements for Reason:

“I believe strongly in thinking things through when making a decision.
I always try to identify the reasons for my actions.”

Figure 1. REASON espousers

In broad demographic terms there is over-indexing among females and over 65s; and under-indexing among males, C1 SEGs and those aged 25-44.

This seems like common sense. i.e. thinking through things before deciding what you do; to know why you do something. The data shows this seems to be common sense because it is. Slightly over 70% of the British population agrees with this statement to some extent, with only 8% disagreeing strongly with it.

This exploration may seem like an exercise in the obvious – and when societies or groups have a consensus about what common sense is and what it isn’t - that is likely to be true.

However, in our increasingly fragmented social narratives - often facilitated by the rapid dispersal of ‘non-common-sense’ opinions and memes to collect ‘clicks and smiles’, through the creation of contrarian or anti-mainstream content on the internet and within social media channels – reason itself needs to be understood and quantified.

The first thing to note is over 70% of the population say they think things through before making a decision – and therefore know why they make a decision. This insight could seem to provide some clarity as to why it is difficult to persuade people to change their minds. In fact, the data shows that this is not true.

Paradoxically, espousers (the 32% who most agree) of Reason over-index on Attributes in a cluster that is most associated with open mindedness and the likelihood of changing their opinions and orientations when new information is provided to them.

The way they decide to make decisions is rooted in their lived experiences in a world where the only constant is change. They have adapted to this fluid environment by constantly learning and by adapting to new circumstances.

To them, learning is a conscious process – to understand understanding; often through discussion and debate with others. The British population is highly individualistic and will discuss and debate propositions as a standard operational procedure. Social conventions determine limits to healthy discourse between individuals and groups. The basic drive is to create a ‘rational’ reason – a rationale - for thoughts and behaviours that can be shared with others, while simultaneously forming a conscious basis for one’s own thoughts and behaviours, i.e. defining “Who I Am”.

These espousers feel a strong need to make decisions that make sense and, to this end, they place great value on pursuing the evidence that supports claims of truth presented by others. Activities by others that disregard or distort the truth lead them to distrust the source. This shouldn’t be seen as a minor issue – trust is a basic virtue to these espousers.

Aware there are many points of view and life experiences that differ from their own, they must choose between the many ‘others’ in their circle of peer/reference groups in their search for ‘reasonable’ decisions.

Therein lies the basis for adverse reactions among the espousers of Reason among the British population, when they perceive they are being intentionally misled. Without trust in sources that they use to discover the facts/truth of data and information, they are left bereft of the fulfilment of a functional need to trust others.

Politicians are among the least trusted group of people in society. Very largely because of the communications (or lack of communications) styles they adopt, they are perceived as being not helpful or useful in establishing trust.

The constant repetition of practices, like not answering direct questions, or issuing untruths that are exposed within the same news cycle is not merely leading to a corrosion of democracy, it is revealing the lack of concern for basic needs in the British population - for truths that lead to trust.

The upshot is to understand at this time that democracy is not in trouble - something that more excitable commentators like to present – but politicians are in trouble. Changing the nature of political discourse from ‘power’ to ‘service’ is a basic way of gaining trust and votes among the British electorate. This is at the crux of a values war created by Brexit and the raging war inside the party of government today.

This same dynamic of Reason, Learning and Trust is key to all communications between commercial and NGO organizations, and their consumers, users and supporters. This is basic to all human mediated activities in the UK today.

When these espousers are told the facts of actual and potential dangers of climate and environmental change, they are 67% more likely to accept a personal responsibility to change their own behaviours, believing “we all need to do something’, and the best place to begin is to change their own behaviour as soon as possible. This way of thinking has grown over the last couple of decades and is a good example of espousers being presented with new evidence and changing their behaviour; i.e. what was reasonable at one time may no longer be as reasonable today.

Trusting may seem risky to some, especially when it leads to changing personal thoughts and behaviours.

Reason-based trust however has a definite benefit to many others. Trust breeds a confidence to be open to many new ideas – without trust there is a reticence to expose ideas and actions to others. Without the sharing of new ideas and actions and enjoying the reactions to them by friends and peers, life is lacking in the illumination that brings them joy.

In contrast to the desire for personal power, which is an anathema to these espousers, they love it when others succeed in their lives. This is defined by the Joy Attribute. This is the joy most experienced in close family groups, the joy of the parent in the achievements of their children.

But it also occurs within their communities and even larger societal events.

For example, it can happen in when small groups at work, or larger groups in the community, when others are recognized for their service to others.

Or it could in that moment of overpowering emotion that comes with great athletic performances as they watch the joy of an athlete they don’t even know.

Being open to these feelings and emotions is something that is missed in many descriptions of those who strongly believe that reason is the best way of making decisions about their lives. Reason isn’t separate from life and emotions but, when combined with emotions, leads to expanded awareness that creates head space for joy in others.

This awareness in the joy of others leads to recognition they have much to be grateful for. Becoming consciously aware of positive thoughts and action among others reveals their own place in the joy and happiness – the little things that are really the big things in life.

For the most part, their internal happiness is not driven by the need to ‘identify, acquire and display symbols of value’. Success is defined as connection with others.

Conclusions:

The Reason Attribute is a good proxy for common-sense. It is one of the ‘most agreed-with’ Attributes in the British Values system. The constellation of Attributes that highly correlate with it demonstrate that using reason brings joy and the ability to define truth in others, which then enables trust to develop and create an even more open approach to life.


Breaking down the general profile of into Maslow Groups:

Maslow group Population (base) % Attribute % Index
Pioneers 37.7 43.8 116
Prospectors 36.8 31.0 84
Settlers 25.5 25.2 90

There is a significant difference between the Maslow Groups. The Pioneers are 16% more likely than the general population to espouse Reason. The other large Maslow Group is 16% less likely. The smaller Settler Group is also below the benchmark with a 10% lower index.


Figure 2. REASON espousers - Pioneers

Demographically there is no difference by gender, but some by SEG with AB over-indexed and C2 under-indexed. Age plays a significant part amongst the Pioneer espousers. Over 65s are twice as likely as the general population to espouse Reason; but this Attribute is also under-indexed among those 25-54, especially in the 25-34 age group.

Among the top half dozen Attributes that highly correlate with this Attribute for Pioneers is Gratitude. Pioneer Reason espousers are 82% more likely than the population to count their blessings rather than be stymied by negative or pessimistic views of their life. This has a significant impact on their orientation towards making a difference in their own lives, and the world around them.

Factors closely correlated with this orientation are measured in three Attributes that comprise a closely related cluster of ‘green’ beliefs and motivations. The Reason espousing Pioneers are 91% and 90% more likely to espouse the Nature and Positive Green Attributes, and 76% more likely support the Green Intent measure.

Working with many environmental groups and organizations over the years, CDSM has shown that Pioneers overwhelmingly support these groups and form the core of activists and financial supporters. This makes complete sense ,given this profile.

But it also points out one of the areas of dysfunctionality of the environmental movement to create changed behaviour beyond this ‘reasonable’ Pioneer Group. In a nutshell, data and science-based evidence appeals in a big way to Pioneers. It creates a positive dynamic which influences a trust in the source of the information and an openness to learning about thought and behaviour changes that often form the backbone of ‘green messaging’.

This creates a problem for the rest of the population who are not Pioneers.

People attracted to jobs in green organizations are more likely to be Pioneers and become the ones who create and approve the messaging that comes out of their organizations and their social groups. Appeals that work for them do not ‘immediately’ resonate with people with different Values sets - i.e. what is common sense for Pioneers is often not common sense for the other groups.

Changes in communications styles, strategic events and mobilizations have changed relatively slowing in the last few decades, and certainly not at a pace sufficient to prevent continuous degradation in natural environments – a prime objective of the organizations. CDSM has tracked this dynamic of clashing Values styles for many decades.

Conclusions:

This orientation is an amplification of the general Reason acceptance among the whole UK population. These Pioneers have a very positive approach to life which leads to a ‘can do’ orientation to learning and changing behaviours based on trusted evidence. In a sense they are driving changes in relation to the many changes in society. Changes to thinking and behaviour in relation to the natural environment is good example. But as noted, it is also possible their orientation may be holding back deeper changes among other Values Groups.


Figure 3. REASON espousers - Prospectors

Demographically the only area of differentiation is between the genders – with females over-indexed by 26% (and men under- indexed by the same amount).

The Prospectors share three top Attributes with the general espousers of Reason.

Trust espousal is 94% higher among these than it is in general British population.

Learning espousal is 79% more likely; and Joyness espousal is 69% higher among them.

These three factors point to areas of overlap with the Pioneers in terms of common sense, a social acceptance of the virtues of these Attributes.

But the remaining correlated Attributes among the Reason espousing Prospectors bring a different light to their needs and aspirations.

Show Home, one of the cores of the Prospectors values system, is over indexed among these Reason espousers as well, being 78% more than the population to espouse it. Combined with being 78% more likely to espouse Looking Good a very different orientation – compared to Pioneers and Settlers – emerges and can be interpreted as a clash with the environmentally conscious Pioneers unless the cultural narrative changes.

The current narrative is fragmented by these differences. In previous decades the drive for safety and security in basic finances and living standards was amplified by a drive for greater displays of success (like Show Home) and recognition of personal success. The Prospectors are working at satisfying these needs, while the Pioneers are moving into a different set of needs that are not based on materialist values.

Reason espousing Prospectors will be attempting to fulfil their needs for various form of esteem – both from others and their own self esteem. Part of their values set is to use their reason to pick the best choices to satisfy their needs. Their needs are likely to clash with Pioneers at this point – even when sharing other values.

All will agree that they are espousing Reason but, whereas Pioneers tend to say they cannot be happy while others are continuing with behaviours that continue to degrade the natural environment, the Prospectors need to keep ‘identifying, acquiring and displaying symbols of value’ in order to generate esteem of others and to provide them with demonstrable artifacts of their own achievements.

Reason can be used to drive two very different versions of common sense.

Acknowledging these differences – through the shared Trust and Learning Attributes – is key to creating ‘new ways of being’ as the world recovers from the COVID pandemic and to the structural changes to the way we live in the coming decades as climate change creates new dynamics to the way we think about ourselves.

The remaining highly correlated Attributes provide insights into potential barriers and bridges to creating a better future for all.

The barrier to change is the comfort level of the Reason espousing Procpector. Basically, they have a strong orientation (46% more likely than the general population) to say they have a purpose in life and have a good sense of what makes their life meaningful, i.e. they are satisfied with their life in pursuit of success.

This can be interpreted as a group of people who will be very difficult to change through appeals to more socially progressive issues likely to become more important in the coming years and decades. Communicators and campaigners promulgating these types of issues need to concentrate more on the benefits, specifically for Prospectors, of support if they are to make break throughs in progressing their causes.

Losing sight of their purpose in life is one of the negative side effects of change in the values system of the Prospector. Providing a springboard to a new form of purpose in life is the key to getting buy-in to ideas and behaviours that they do not have at the moment.

The key to positive change in the face of uncertainty and loss of purpose is to build on their expansive joy with others’ success in life. These Prospectors find happiness when others are lauded as recognition and reward come to them. This is an emotional experience and a pointer to the way to break through the barrier created by their present comfort level with thoughts and behaviours that can prevent rapid adoption of new ways of being.

Appeals to their emotions in terms of empathy with others’ successes, moving beyond purely rational ‘cause and effect’ evidence based messaging and into portraying ‘personal benefits’ of change is a tool to break through barriers their reason has created.

This positive approach to recognizing the values system of the Reason espousing Prospectors contains many seeds of change to be nurtured as the UK moves into an uncertain future.

Conclusions:

The Prospectors share some important Attributes with the general Reason profile. They show significant positive variance from the general population in valuing learning and wanting truth from others. They also have a significant barrier to change in their contentment with their life – why change if everything is OK? This resistance to change in their pursuit of success and the appearance of success can be changed through a refocusing on the emotional benefits of changed thoughts and actions – particularly if it is portrayed in others.



Figure 4. REASON espousers - Settlers

There is no differentiation by gender or socio-economic group but there are two significant areas of age differentiation. They are over-indexed in the over 55s and under-indexed in the 22-34 age group.

In relation to other Reason espousing people these Settlers only share one of their half dozen most highly ranked Attribute. They are 99% more likely than the rest of the population to espouse Trust as an important part of their values system. But the rest of their highly ranked Attributes create a very different picture of the way Reason and Trust interact in their minds.

The combination of three other Attributes – Discipline, National Security and Rules – creates a moralistic framework that demands truth from authorities, people and organizations communicating with them. They espouse Reason and expect others to do the same.

Knowing the truth is oriented to toward making them safe. Knowing who is telling the truth forms the basis of their trust in others. Lies and misdirection lead to them feeling unsafe. When lies and distortions are revealed they want to punish the liars.

There is deep morality to this. They are unlike the Pioneers who believe that the truth will set them free and break the chains of normalized thoughts and behaviours; or the Prospectors who value truth as providing a clear path to success. The Settler espousers value truth as a method of eCompared to the other groups’ stances, the Settlers do not have any one of the ‘green’ Attributes in their top half dozen over indexed selections. But other analysis has shown they are supportive of these Attributes, over-indexing on them 30% to 40% more than the general population. This suggests that Reason espousing Settlers are likely to respond to cause and effect reasoned argumentation, if it can be shown that it is in congruence with their higher indexed Attributes. They will be more open to messaging that is based around rules to follow to make them safe, e.g. “5 ways to make you safe from climate change”, or “Keep Britain Great – 3 tips for fighting climate change”.

They will be searching for certainty (to allay the disquiet of uncertainty) and be attracted to sources that promise certainty - and call for punishments of those that have ‘caused’ uncertainty. This is why they are at times attracted to conspiracies that promise to reveal ‘the truth’ and identify those who have ‘lied’ to them. They will be hard to persuade otherwise once they have ‘reasoned’ their way to the belief.

This dynamic is reinforced by their deference - these espousers are 85% more likely than the population to espouse the Deference Attribute.

Deference to authority figures gives an insight into the nature of conspiracy communications that tend to be black-and-white/authoritarian in tone. ‘Establishing authority’ in messaging is important and this has traditionally been done through the use of scientific, non-emotional, messaging that also appeals to Pioneers. However, in today’s world a new authoritarian method has been developed in the on-line world. The new method is to build distrust of science, prioritize emotions, provide certainty – to establish a new way of ‘reasoning’ – which not only provides a framework of certainty, but simultaneously identifies the liars and deniers of the new rationality.

Conclusions:

The Reason espousing Settlers are very different from the Pioneers and Prospectors who espouse Reason. Though they value trusting their chosen sources of their information, they also display a level of deference to authority that prioritizes a need for an inward-looking certainty and security over an open search for new solutions to old and existing problems. They want black-and-white solutions and are attracted to simplistic explanations of complex situations. They feel they use Reason to understand their decisions and, if they adopt beliefs that seem ‘non-reasonable’ to the Pioneer and Prospector mind sets, they will likely hold onto them in the face of ‘facts’ that make sense to the Pioneers and Prospectors.