Valuegraphics Research
Data Dashboard
The complete values profile of 2,718 blue collar workers across the United States — ranked, compared, and ready to use.
All 13 Values — Ranked by Importance
The percentage reflects how many blue collar workers say this value drives their decisions. Power Values (⭐) score significantly higher than the general population.
Belonging
Being part of specific groups while also feeling a broader sense of fitting in. Comfort from knowing they have places and people where they naturally belong.
Relationships
Connections they hold with all kinds of people they feel close to. Meaning from maintaining bonds that shape everyday life.
Family
Connection to specific family members who matter most. Stability and care from those close, personal ties.
Financial Security
⭐ POWER VALUEHaving long-term stability in their financial life. Reassurance from knowing their future and responsibilities are supported.
Employment Security
Having stable work they can rely on. Confidence from knowing they can provide for themselves and their family.
Basic Needs
Focusing on necessities before anything else. Stability from ensuring both immediate and future essentials are covered.
Personal Growth
Becoming better while working toward meaningful goals. Progress from steady improvement across different parts of life.
Personal Responsibility
⭐ POWER VALUEGetting things done for themselves and those they support. Stability from following through and being dependable.
Health & Well-Being
Having a strong foundation for everything else in life. Steadiness from feeling physically and mentally well.
Loyalty
Commitment to people they have personal relationships with. Trust from standing by those who matter most.
Ambition
Striving to improve and reach the life they want. Drive from setting goals and working toward them every day.
Self-Control
⭐ POWER VALUEConsistently making the right choice even when difficult. Discipline from acting in ways that support long-term stability.
Positive Environments
Living in conditions that support peace and overall well-being. Comfort from calm surroundings that help them feel balanced.
Return on Values
When leadership strategies align with the values that matter most to this workforce, these business outcomes improve.
Dealmakers & Dealbreakers
✓ What Makes Workers Choose and Stay
Predictable work stability, hours, and steady projects
Clear pathways for career advancement and personal growth
Competitive compensation and benefits that recognize contribution
✗ What Makes Workers Leave
Unpredictable work / unable to guarantee job security
From leadership and between departments/crews
Excessive oversight that feels like a lack of trust
Quick Wins
Prioritize
- ✓Clear communication about job security, schedules, and future projects
- ✓Fair pay and benefits that visibly recognize contribution and effort
- ✓Team-based environments that strengthen belonging and relationships
- ✓Advancement pathways that show how workers can move forward
- ✓Trust-based leadership that avoids micromanagement and reinforces ownership
Eliminate
- ✗Unpredictable work that creates insecurity about hours or employment
- ✗Poor communication between leadership, departments, or crews
- ✗Micromanagement that signals a lack of trust in workers
- ✗Unclear advancement or growth opportunities
- ✗Instability in pay, benefits, or project continuity
Consider
- →Strengthening crew identity through shared rituals and team ownership
- →Linking performance directly to advancement and financial progression
- →Providing visibility into the long-term pipeline of work and projects
- →Recognizing reliability, follow-through, and personal responsibility
- →Supporting family priorities through predictable scheduling and flexibility
The 6 Audience Segments
The blue collar workforce is not one audience. These six segments have distinct values profiles and respond to different approaches.
Family-Driven Workers
21%Top Values
ROV Loyalty
+25%
ROV Engagement
+22%
Life-Driven Workers
20%Top Values
ROV Loyalty
+26%
ROV Engagement
+19%
Seeking Settlement
19%Top Values
ROV Loyalty
+19%
ROV Engagement
+19%
Creative Savers
12%Top Values
ROV Loyalty
+32%
ROV Engagement
+23%
Situationally Overspent
12%Top Values
ROV Loyalty
+21%
ROV Engagement
+24%
People-Centered Loyalists
11%Top Values
ROV Loyalty
+38%
ROV Engagement
+27%