Key Findings for 2020

With 84,898 tests, 2020’s top values read like a “keep it together” starter pack: Health leads at 45.4% of tests, followed by Family (40.6%) and Trust (38.6%). The top four—Health, Family, Trust, Peace (34.7%)—form a clear stability-and-wellbeing cluster, suggesting people prioritized basics that reduce uncertainty and stress.

A second theme shows up right behind: emotional connection and everyday coping. Pleasure (32.2%) and Love (31.5%) stay prominent, implying that even in a turbulent year, people weren’t just surviving—they were looking for comfort, joy, and closeness. The “practical backbone” is also strong: Financial stability (30.9%) and Security (25.0%) reinforce a desire for predictability, while Freedom (29.8%) adds a counterbalance: safety matters, but so does autonomy. Respect (28.7%) signals a social layer—how we treat each other still ranks high when pressures rise.

Because this is the first year of collection, there are no changes in positions to call out, but the pattern is unmistakable: protect the body, protect the circle, protect the future, and still make room for meaning.

Outlook: expect Health, Family, and Trust to remain sticky anchors, while Financial stability and Security could climb when uncertainty persists; Freedom may surge whenever constraints feel tighter.