I am sometimes stopped in my tracks by a beautiful sunset or view. I often find and keep beautiful things, like bits of bark or driftwood.

The map shows that this is a natural human characteristic, not confined to one set of values; but there is a difference in the rate of espousal between the Values Modes. The ‘Aesthetics’ Attribute measures espousers’ awareness of the natural world, something that passes many people by in the rush of their everyday lives - or because their life circumstances have cut them off from the ability to ‘see’ the natural world. This could be because they suffer some physical handicap that precludes their physical experience of natural beauty, but it is more likely that people who don’t espouse this Attribute have come to devalue the experience of the natural world. This can happen for many reasons. One may be that the pace of trying to achieve or maintain a material standard of living isn’t allowing time or space for the more ‘abstract’ things in life.

Aesthetics is one of the driving Attributes contributing to a ‘green’ outlook on life. Savouring an innate by-product of the natural world – its beauty and ability to transcend the hurly-burly of everyday life – correlates with a desire to care, protect and preserve natural resources and eco-systems. This active care and concern can lead to the boycotting of products and producers of environmentally-damaging processes and products.

Aesthetics espousers are also active in the use of nature as a source for self-expression - more so than most other people. They like to create personalized gifts and to use natural materials when making them. Their sense of aesthetics, their experience of creation and their appreciation of the natural world are interconnected.

This interconnection is important as it also encompasses their love of learning. They enjoy discovering the connections between different parts of their own idiosyncratic ‘bits of learning’ and the way they think about thinking. Their sense of connectedness is likely to use their sense of beauty as an integral part of this understanding.

“Those who dwell, as scientists or laymen, among the beauties and mysteries of the earth are never alone or weary of life.”
Rachel Carson

This appreciation of nature and beauty is an active appreciation of life and of the wider world around them. They are more likely to believe that they are ‘a part’ of nature, rather than apart from nature. Their active awareness and use of that awareness is a complex connectivity.

For organizations wishing to care for and create sustainable systems of living in harmony with the natural world, espousers of this Attribute are natural supporters. But they will not be swayed by scientific arguments or appeals based on fear and disaster scenarios. They are potential supporters only if organizations can understand their basic drive to create or maintain a contact with the earth and its natural beauty – because it is the basis for ‘a good life’. It is something simple and practical and transcendent all at the same time.



Using Aesthetics

Demographic Skews:

1) Over indexed: Female, over 45, up market

2) Under indexed: Male, 22-44, down market

Aesthetics espousers also espouse other attributes. The top five most highly correlated attributes of Aesthetics espousers are, in order of the strength of relationship:

1) Green Intent
2) Nature
3) Positive Green
4) Artisan
5) Learner

In total those who espouse Aesthetics also over-index significantly on 42 other Attributes.

If "Aesthetics" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at