Key Findings for 2023

With 399,786 tests (+121.6% YoY), 2023 looks like a year of louder, clearer value signals rather than a quiet shift in tastes. The big picture: the Top 10 is remarkably stable, suggesting people doubled down on core needs instead of chasing new ideals.

The top of the chart barely budged. Health stayed #1 and even grew +3.5%, reinforcing the “protect the engine” mindset. Family (+0.8%) and Peace (+0.3%) held steady, while Trust slipped -1.3% without losing rank—same priority, slightly less conviction. The practical streak shows up in Financial stability at +6.3%, the strongest growth in the Top 10, hinting that money anxiety (or money planning) got real.

Ranking movement was minimal: Love rose 1 position despite a -0.4% dip, while Pleasure fell 1 position and dropped -2.8%—a neat little swap that reads like “less YOLO, more meaningful connection.” Freedom also softened (-3.3%) yet stayed put, suggesting it’s still essential, just less top-of-mind.

Compared with prior years, the pattern is continuity: the same pillars, slightly more focused on resilience and stability. If this trajectory holds, expect Financial stability to keep climbing, Health to remain dominant, and “fun-first” values like Pleasure to recover only if broader uncertainty eases.