The old pillars of success no longer hold true

Ninety-five per cent of respondents to our Protein Audience Survey 2015 define who they are according to their values. Not only are they risk-takers, willing to indulge in experiences over material possessions, they are also increasingly socially conscious.

A total of 90% are concerned about environmental issues and 83% care about unemployment and gender inequality. However, it’s worth noting that, perhaps unsurprisingly, men tend to be less concerned than women about gender inequality.

This disruptive spirit isn’t confined to our Audience sample. It is rising in everyone from teens to boomers who value their own vision, creativity and ideas over conformity, and look beyond the traditional ways of measuring success; money and power.

There are four components to this new way of thinking; well-being, wisdom, wonder and giving. All four illustrate methods our Audience uses to combat the pressure of modern life, something respondents are highly sensitive to: 75% find life’s increased pace a source of stress and 76% are concerned about the amount of time they spend working.

95% of people say 'values' define them, closely followed by their 'interests' at 93%