Key Findings for June 2026

June's data shows an unusually sharp reshuffle at the top. Family took the #1 spot for appearance rate at 36.5%, a tenth of a point ahead of Health, jumping four ranks while dipping only -5.0%, and it inherited the "Top 1" crown at 11.5% as well. Health slipped to 2nd as the value cratered (-26.3%) month-over-month, with its "Top 1" share falling even harder (-31.2%) — Family proved far more resilient than the leader it displaced.

The most significant story was a broad relative collapse of the "certainty" cluster. Pleasure posted the sharpest drop of any tracked value (-35.5%), followed by Wealth (-28.0%), Trust (-24.3%, falling from 3rd to 7th), Certainty (-23.0%), Courage (-22.7%), Peace (-21.5%, slipping from 2nd to 5th, Top 1 down -34.0%), Security (-20.2%) and Discipline (-20.2%). Financial stability (-13.9%) also fell, but as its rivals fell faster it actually climbed from 4th to 3rd place.

In their place, a purpose-driven cluster surged. Contribution led all values in relative growth (+172.6%), though from a small base; Competence (+76.4%), Excellence (+53.6%), Spirituality (+52.0%), Equality (+50.6%), Meaningful work (+49.4%), Helpfulness (+44.5%), Passion (+42.6%) and Ethics (+36.1%) all posted double-digit gains. Growth stood out among established values, climbing seven ranks to 6th place (+35.0%) with its "Top 1" rate more than doubling (+107.0%). Love also rose (+7.7%), with its "Top 1" share up sharply (+40.7%).

Ultimately, June was defined by a "Purpose over Comfort" trend, the sharpest reversal seen so far this year. Family provided the steadiest anchor among the top values, losing only -5.0% even as it inherited the Top 1 crown, underscoring that relational bonds held firm while individual comfort- and security-oriented priorities gave way broadly to growth, contribution, and meaning.