Key Findings for July 2020

July 2020 looks like a “keep me safe, keep me steady” month. Health shows up in about 47.5% of tests, with Family close behind at 39.0%. After that, it’s a tight pack: Trust (33.4%), Financial stability (32.6%), and Love (32.2%) suggest people are prioritizing dependable relationships and predictable footing. The spread from #3 to #8 is only about 2.6 percentage points, so a lot of values are essentially neck-and-neck.

On movement: there’s none. Every top value holds its positions, which is its own headline. When rankings don’t budge across nearly 9k tests, it signals a pretty locked-in collective mood rather than a fleeting trend.

The mix is revealing: “security values” (Health, Family, Trust, Financial stability, Peace) dominate, but “self values” aren’t neglected—Freedom (30.8%), Authenticity (28.4%), and Growth (27.2%) still matter, just slightly less.

Seasonally, July often boosts fun, yet Pleasure (31.6%) sits mid-table, suggesting summer energy is present but tempered by a bigger desire for stability.