Settlers: Smooth Sailing
...want routines of convenience, routines that they don’t have to think about. Rules help them do this. They dislike new ideas and ways of thinking – “If it ain’t broke, don’t fix it”. They know, deep down, they have to look after themselves first and that they will always put their own needs before others, whatever they may choose to say in any given situation.
Prospectors: Now People
...have probably the greatest need for the approval of others and this drives their wonderful set of empathetic social skills. They attract others to them, and the high energy they create, like a magnet. They look for the flash and intensity in all situations.
Pioneers: Concerned Ethicals
...need to live a life with a sense of purpose. They attempt to see the world in a holistic way, rather than as a set of disparate issues. They have a strongly pronounced ethical view on all aspects of their lives. They have passion for anything they become involved in, yet sometimes lack compassion for others. They can be seen as interesting and formidable rather than caring and compassionate.
The authors caution against trying to ‘sell’ opposing values to those held by people – making people ‘wrong’ by telling them they hold the ‘wrong’ values is more likely to get an adverse reaction than further engagement. There is no ‘good’ or ‘bad’ category – just different categories.
An example of how this approach could be used with respect to climate emissions in the report Research Into Motivating Prospectors, Settlers and Pioneers To Change Behaviours That Affect Climate Emissions by Rose, Dade and John Scott of Keen-Scott Brand Research.