---
title: The Six ValuesTypes of VDM
description: Discover the 6 core motivators or
image: https://valuesdriven.aletheia.com/hubfs/alethia-vertical-with-values-driven_tag.png
---

[![Aletheia Logo](https://aletheia.com/wp-content/uploads/2023/12/aletheia-logo-lg.png)](https://aletheia.com)

- [Who We Are](https://aletheia.com/who-we-are/)
- [Connect](https://aletheia.com/contact/)

![web banners for site 1600x400 (10)](https://valuesdriven.aletheia.com/hubfs/web%20banners%20for%20site%201600x400%20(10).png "web banners for site 1600x400 (10)")

# The Six ValuesTypes

[Aletheia](http://aletheia.com)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

![Zen_Values_Wheel_OP4](https://valuesdriven.aletheia.com/hubfs/Zen_Values_Wheel_OP4.png "Zen_Values_Wheel_OP4")

Unlike demographics, which describe *who* someone is, ValuesTypes explain *why* they act. This framework provides marketers with a sharper bullseye for targeting, messaging, and brand positioning. To enable brands to customize and activate mass-reach Values-driven media plans, Aletheia’s six ValuesType segments – called ‘Zenzi Audiences’ – are now available for multichannel execution, attribution, measurement and optimization. Learn more at [www.zenzi.com](http://www.zenzi.com) 

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

---

[![email sig WARC study](https://valuesdriven.aletheia.com/hubfs/email%20sig%20WARC%20study.png "email sig WARC study")](https://linkprotect.cudasvc.com/url?a=https%3a%2f%2fwww.warc.com%2fcontent%2farticle%2fwarc-exclusive%2funlocking-the-value-of-values-driven-marketing%2fen-gb%2f161791%3futm_source%3d%26utm_medium%3d%26utm_campaign%3dAdvisory-reports&c=E,1,SShPrDwGq-gXK0Cs9JYi7mBmV30Kh4tI-ntB8ld9kqzuPV4pADcXepTQL4RLrV8-VQFqzM-gMizS_PwjLShLXYdaorsCqL1aBp7KMBhmoVfCC6M,&typo=1)

[![2-4](https://valuesdriven.aletheia.com/hubfs/2-4.png "2-4")](https://share.hsforms.com/1-iqpxIXzQ4GXyfQrRMGMAw5la4y)

[![Aletheia Logo](https://aletheia.com/wp-content/uploads/2024/07/AMM-4099_Lockup_Logo_Vwhite.png)](https://aletheia.com)

[![Facebook](https://aletheia.com/wp-content/themes/Aletheia/assets/images/facebook.png)](https://www.facebook.com/AletheiaMM/) [![LinkedIn](https://aletheia.com/wp-content/themes/Aletheia/assets/images/linkedin-8.png)](https://www.linkedin.com/company/aletheia-marketing-media/) [![Instagram](https://aletheia.com/wp-content/uploads/2023/11/Instagram_Glyph_White-.png)](https://www.instagram.com/aletheiamm/) 

[14175 Proton Rd Dallas, TX, 75244](https://goo.gl/maps/C3YpoUcasXenqQfJ9)

[972-776-4073](tel:972-776-4073)

Copyright © 2024 Aletheia

[Privacy Policy](https://www.iubenda.com/privacy-policy/93975675) [Accessibility](http://aletheia.com/accessibility/) [Cookies Policy](https://www.iubenda.com/privacy-policy/93975675/cookie-policy)