Valuegraphics 101: Why people really care

In Season 3, Episode 7 of The Bovine podcast, host Kara Mastel welcomes keynote speaker and human values expert David Allison for a conversation that redefines how the beef industry — and all industries — can connect with people in today’s shifting landscape.

Fresh from the stage at the Alberta Beef Industry Conference, David breaks down the essence of his globally recognized Valuegraphics Project and explains why understanding what people care about is far more powerful than knowing their age, income, or gender.

Allison explains how marketers — and advocates — have long used demographics and psychographics to try to sway opinions. But neither can accurately predict what drives human behaviour. That’s where values come in. As Allison reveals, when we align messaging with people’s core values, we activate deep neurological patterns that make the more likely to listen, engage, and act.

The conversation gets especially timely as Allison shares the top three values that unite Albertans: long-term financial stability, personal growth, and happiness. These are the levers the industry should be pulling, he argues, to build public support during uncertain times. From showcasing beef as a cornerstone of Alberta’s economic stability, to highlighting ongoing innovation in sustainable practices, to positioning beef as a joyful, celebratory product — these narratives speak directly to what Albertans truly value.

Mastel and Allison also touch on the pitfalls of traditional messaging — like chasing Gen Z trends or leaning on outdated stereotypes. Instead, Allison urges listeners to focus their communication through the lens of these shared values. Whether you’re a rancher, processor, or simply someone passionate about the future of food in Alberta, the takeaway is clear: speak to values, and you’ll speak to hearts.

One of the most memorable stories Allison shares is from his work in the trades industry — where painting a service van pink to support breast cancer research had technicians fighting for the keys. That’s the power of aligning work with meaning. The same concept applies to beef. When the public sees their personal values reflected in the industry, they rally behind it — not just as consumers, but as advocates.

This episode isn’t just about beef. It’s about unlocking influence, driving meaningful engagement, and building a better, more connected world — starting with how we tell our stories.

So whether you’re firing up the grill or crafting your next outreach strategy, remember: better beef isn’t just about the cut — it’s about the connection.

Listen to Episode 7 of The Bovine to learn how aligning with human values can transform your message—and maybe even your mission: