Values Index 1/2024: Society more divided than ever before.
The new evaluation of the largest long-term social media study on social developments (since 2009) is published today under the title "Values Index Update 2024/1 - Attitude". The study by Bonsai Research and Trendbüro shows, among other things, that the tone in social media is becoming more aggressive. Society is drifting further apart. Clear attitudes are now required. The values index shows companies how they can react successfully to the change in values.
A total of around twelve million posts (12,439,351 to be precise) in German-language media were analyzed with the help of AI for the 01/24 value index. The sources were social media such as Twitter (X), Facebook and Instagram as well as websites with a general social and political focus, and in each case the sources with the widest reach, such as the top sites from the Alexa ranking and the blog charts. The value index analyzes the content of both texts and images.
First trend results
The study by Bonsai Research and Trendbüro confirms an already "perceived truth": the tone in social media has intensified - posts have become more emotional and aggressive. And in view of the polycrisis - war, climate, rising costs - people's individual exhaustion is growing: "The resilience that has been much invoked in recent months seems to have been used up," states Jens Krüger, CEO of Bonsai Research: "The fact that 'I am tired' was googled more often than ever last year is symptomatic". However, people are already finding solutions for themselves - often by reflecting on the essentials. "Instead of lifestyle and its presentation, it is increasingly about focusing on one's own needs," adds Ulrich Köhler, Head of Trendbüro. Posts are increasingly focusing on physical and mental health, maintaining diverse relationships and more conscious consumption - both for reasons of sustainability and due to a lack of financial resources. There is also a growing desire among users for climate-friendly decision-making options to become more accessible - something that is not only addressed in posts about rail strikes and train cancellations.
The most important values of people
Freedom is the value that people have been most concerned with on social media over the past year - with individual freedoms coming more to the fore. The value of freedom has grown rapidly in importance in recent years (in 2020, it was still in fourth place). Health is currently in second place by some distance (in the previous year, it was almost on a par with freedom). The value of family continues to dominate social media posts and remains in third place. A look at the trend between the beginning of September 2022 and the end of August 2023 shows that health and family become more important around Christmas, but then fall back to their pre-holiday level in January. At the end of the observation period, the success value skyrockets, which was influenced by the media debates surrounding the rise of the AfD in light of the upcoming elections in Bavaria and Hesse at the time, as well as the assessments and evaluations of the Ukrainian counter-offensive.
An attitude is needed - from politicians and companies
"Both the sharpness and the content of social media posts show that society is drifting further apart," emphasizes Jens Krüger. But how can we learn to deal with this realization and complexity, even accept it as part of social development?
Attitude is needed! This is the central message from the publishers of the Values Index to people, institutions and companies in Germany. Logically - thinking frugally about consumption is a contradiction for most companies. The Values Index has therefore looked for and found best practices from companies and institutions that show that it is possible to break new ground. Those who position themselves as enablers and make common cause with people have a good chance of being loved in the future.
About the value index
The Values Index has been published since 2009 and is the largest social media study on changing values in the German-speaking world. The values index is compiled by the research team from Bonsai Research and Trendbüro. The publication is based on a survey of 15 fundamental values in relevant German-language social media. For the current Values Index 2024/1, more than twelve million posts in relevant social media were analyzed using AI - including not only word posts, but also photos, for example on Instagram.
Invitation to the presentation of the Value Index 1/2024 on 17.01.2024
We will be presenting the "Values Index Update 1/2024 - Attitude" to the press and interested decision-makers from communications and marketing on Wednesday, January 17, 2024 at 11.00 a.m. - live in Hamburg and online. We will not only show you trends and key findings - on the most discussed values, the division in society and the increasingly harsh tone in social media. Above all, we will address the question of how companies, politicians and other institutions can respond to current social developments.