The Six ValuesTypes

Aletheia has defined six values-driven audience segments each representing consumers clustered by the deep-rooted motivations that shape decisions:

• Tradition – Motivated by family, heritage, and stability.
• Freedom – Motivated by independence, creativity, and exploration.
• Achievement – Motivated by success, recognition, and luxury.
• Purpose – Motivated by compassion, impact, and social good.
• Pleasure – Motivated by fun, variety, and indulgence.
• Security – Motivated by safety, order, and predictability

By aligning campaigns with the ValuesTypes most relevant to their category, brands can build authentic resonance, spark stronger engagement, and unlock measurable performance lifts.