Typology: American Health Values Survey

About the survey

The American Health Values Survey captures insights into values and beliefs among U.S. adults about building a healthier and more equitable nation. There are also measures of what respondents believe about social determinants of health, the role of government in addressing them, and what they value most for their own communities. Using the results from the survey, the researchers created a typology or classification of U.S. adults based on their health values and beliefs. The typology presented here is based on the data from the second wave conducted in 2020.

The survey was conducted by NORC at the University of Chicago with support from the Robert Wood Johnson Foundation. The survey was conducted first in 2016 and then again in 2020. For both waves, data was collected using a multi-mode survey design from two samples, an address-based list sample and the NORC probability-based panel, AmeriSpeak. The Wave 1 (2016) dataset included a total of 10,574 respondents and the Wave 2 (2020) dataset included a total of 8,261 respondents.

The six groups

18%
Committed Activists

This group has views that are completely aligned with efforts to promote health and health equity in the United States.

18%
Equity Realists

This group is less likely to see the social determinants as strong influences on individual health. They also attach less importance to personal health in day-to-day living.

19%
Equity Idealists

This group is also supportive of health and health equity promotion, although less than Committed Activists.

12%
Private-sector Champions

This group has conflicting views about health and health equity promotion in the country.

16%
Disinterested Skeptics

Like Self Reliant Individualists, this group is skeptical across-the-board about efforts to promote health and health equity.

17%
Self-reliant Individualists

This group is skeptical across-the-board about the effort to promote health and health equity.

Learn more about each group

Where Does Your Audience Fit?

This chart shows how the six segments differ in their values and beliefs. It shows whether each segment is more or less likely than U.S. adults in general to embrace particular types of values and beliefs.

Explore the findings

Choose to view the findings by table or by a set of scales.

Table View Scale View
Much more likely
More likely
Neutral
Less Likely
Much Less likely
Question Committed Activists Equity Realists Equity Idealists Private-sector Champions Disinterested Skeptics Self-reliant Individualists
Social solidarity/concern for needs of others.
Much more likely
More likely
Much more likely
More likely
Much Less likely
Much Less likely
Belief all should have equal opportunity to be healthy.
Much more likely
Much more likely
Much more likely
More likely
Much Less likely
Much Less likely
Belief all should have equal opportunity to succeed.
Much more likely
More likely
Much more likely
More likely
Much Less likely
Much Less likely
Belief in existence of income-based health care disparities.
Much more likely
Much more likely
More likely
Much Less likely
Much Less likely
Much Less likely
Belief in existence of race/ethnic health care disparities.
Much more likely
Much more likely
Much Less likely
Much Less likely
Much Less likely
Much Less likely
Importance of social determinants of health.
Much more likely
Much Less likely
Less Likely
Much more likely
Much Less likely
Much Less likely
Government should do more to ensure health, even if higher taxes.
Much more likely
Much more likely
Much more likely
Much Less likely
Much Less likely
Much Less likely
Government should be responsible for community health.
Much more likely
Much more likely
Much more likely
Much Less likely
Much Less likely
Much Less likely
Health should be a top priority for federal government.
Much more likely
More likely
Much more likely
More likely
Much Less likely
Much Less likely
Civic engagement on health issues.
Much more likely
More likely
Less Likely
Neutral
Less Likely
Less Likely
Importance of personal health.
More likely
Less Likely
Less Likely
Much more likely
Less Likely
Neutral

Social solidarity/concern for needs of others.

Committed Activists
Equity Idealists
Much more likely
Equity Realists
Private-sector Champions
More likely
Neutral
Less Likely
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Belief all should have equal opportunity to be healthy.

Committed Activists
Equity Realists
Equity Idealists
Much more likely
Private-sector Champions
More likely
Neutral
Less Likely
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Belief all should have equal opportunity to succeed.

Committed Activists
Equity Idealists
Much more likely
Equity Realists
Private-sector Champions
More likely
Neutral
Less Likely
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Belief in existence of income-based health care disparities.

Committed Activists
Equity Realists
Much more likely
Equity Idealists
More likely
Neutral
Less Likely
Private-sector Champions
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Belief in existence of race/ethnic health care disparities.

Committed Activists
Equity Realists
Much more likely
More likely
Neutral
Less Likely
Equity Idealists
Private-sector Champions
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Importance of social determinants of health.

Committed Activists
Private-sector Champions
Much more likely
More likely
Neutral
Equity Idealists
Less Likely
Equity Realists
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Government should do more to ensure health, even if higher taxes.

Committed Activists
Equity Realists
Equity Idealists
Much more likely
More likely
Neutral
Less Likely
Private-sector Champions
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Government should be responsible for community health.

Committed Activists
Equity Realists
Equity Idealists
Much more likely
More likely
Neutral
Less Likely
Private-sector Champions
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Health should be a top priority for federal government.

Committed Activists
Equity Idealists
Much more likely
Equity Realists
Private-sector Champions
More likely
Neutral
Less Likely
Disinterested Skeptics
Self-reliant Individualists
Much Less likely

Civic engagement on health issues.

Committed Activists
Much more likely
Equity Realists
More likely
Private-sector Champions
Neutral
Equity Idealists
Disinterested Skeptics
Self-reliant Individualists
Less Likely
Much Less likely

Importance of personal health.

Private-sector Champions
Much more likely
Committed Activists
More likely
Self-reliant Individualists
Neutral
Equity Realists
Equity Idealists
Disinterested Skeptics
Less Likely
Much Less likely

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understanding the groups

Committed Activists

This group has views that are completely aligned with efforts to promote health and health equity in the United States. Members of the group strongly embrace social equity and solidarity values, the importance of the social determinants of health, and the existence of healthcare disparities. They are very supportive of government involvement to address these problems. Personal health is also very important to this group.

Read More
Health Characteristics

Most likely to report having one place where they typically seek medical care and a little more likely to have received a routine check-up in the past year. They are also likely to report having Medicaid coverage and slightly more likely to report having a chronic condition.

Demographic Characteristics

Tend to be female and slightly younger than U.S. adults generally. Most likely to be non-White, lower-income, and more educated.

Media Use and Trusted Sources on Health

Tends to consume national print news and news from online-only sources and are most likely to consume news on handheld devices and from national radio news programs. They are also more likely to trust non-media sources such as health-related, scientific, environmental, and neighborhood/civic groups.

Values and Beliefs
Much more likely

Social solidarity/concern for needs of others.

Much more likely

Belief all should have equal opportunity to be healthy.

Much more likely

Belief all should have equal opportunity to succeed.

Much more likely

Belief in existence of income-based health care disparities.

Much more likely

Belief in existence of race/ethnic health care disparities.

Much more likely

Importance of social determinants of health.

Much more likely

Government should do more to ensure health, even if higher taxes.

Much more likely

Government should be responsible for community health.

Much more likely

Health should be a top priority for federal government.

Much more likely

Civic engagement on health issues.

More likely

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Equity Realists

This group is also supportive of health and health equity promotion, but less so than the Committed Activists. A key difference is that Equity Realists are less likely to see the social determinants as strong influences on individual health. They also attach less importance to personal health in day-to-day living.

Read More
Health Characteristics

Slightly more likely to report that their health is excellent or very good. They are less likely to be smokers, but more likely to be overweight or obese.

Media Use and Trusted Sources on Health

More likely to consume local print news. They are more likely than all other groups to trust information on health from non-media sources like health-related, scientific, environmental, social change, and neighborhood/civic organizations as well as the Democratic Party and elected officials.

Demographic Characteristics

Tend to be younger, higher in income, and more educated.

Values and Beliefs
More likely

Social solidarity/concern for needs of others.

Much more likely

Belief all should have equal opportunity to be healthy.

More likely

Belief all should have equal opportunity to succeed.

Much more likely

Belief in existence of income-based health care disparities.

Much more likely

Belief in existence of race/ethnic health care disparities.

Much Less likely

Importance of social determinants of health.

Much more likely

Government should do more to ensure health, even if higher taxes.

Much more likely

Government should be responsible for community health.

More likely

Health should be a top priority for federal government.

More likely

Civic engagement on health issues.

less likely

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Equity Idealists

This group is also supportive of health and health equity promotion, although less than Committed Activists. A key difference for this group is that its members are more skeptical about not only the importance of the social determinants of health but also the existence of health care disparities. This is another group that gives less importance to personal health.

Read More
Health characteristics

Most likely to be covered by Medicaid compared to all other groups. They are more likely to report being limited in their physical functioning and most likely of all groups to have a chronic condition, be regular smokers, and be overweight or obese.

Media use and trusted sources on health

More likely to use social networks and local TV for news. They are also more likely to trust network TV and radio news, cable TV news, and the New York Times, as well as social change groups and business organizations for information on health.

Demographic Characteristics

Tend to be female, older, have lower income, and less education.

Values and Beliefs
Much more likely

Social solidarity/concern for needs of others.

Much more likely

Belief all should have equal opportunity to be healthy.

Much more likely

Belief all should have equal opportunity to succeed.

More likely

Belief in existence of income-based health care disparities.

Much Less likely

Belief in existence of race/ethnic health care disparities.

less likely

Importance of social determinants of health.

Much more likely

Government should do more to ensure health, even if higher taxes.

Much more likely

Government should be responsible for community health.

Much more likely

Health should be a top priority for federal government.

less likely

Civic engagement on health issues.

less likely

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Private-sector Champions

This group has conflicting views about health and health equity promotion in the country. Its defining characteristic is a skepticism about government activism in health, believing, for example, that the building of healthy communities—an important issue for the group—should be the responsibility of private groups and individuals and not government. The group is the most likely of the groups to give importance to personal health.

Read More
Health characteristics

Most likely of all groups to report having health insurance and to report having a recent routine check-up, but more likely to have limited physical functioning.

Media use and trusted sources on health

More likely to consume local news and national TV news, less likely to trust PBS and NPR, national print news, network TV/radio news, MSNBC, and CNN. More likely to trust Fox News, religious groups, national elected officials, the Republican Party, and corporate/business leaders.

Demographic Characteristics

Tend to be female and much older, lower-income, and have less education.

Values and Beliefs
More likely

Social solidarity/concern for needs of others.

More likely

Belief all should have equal opportunity to be healthy.

More likely

Belief all should have equal opportunity to succeed.

Much Less likely

Belief in existence of income-based health care disparities.

Much Less likely

Belief in existence of race/ethnic health care disparities.

Much more likely

Importance of social determinants of health.

Much Less likely

Government should do more to ensure health, even if higher taxes.

Much Less likely

Government should be responsible for community health.

More likely

Health should be a top priority for federal government.

Neutral

Civic engagement on health issues.

Much more likely

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Disinterested Skeptics

Like Self Reliant Individualists, this group is skeptical across-the-board about efforts to promote health and health equity. The main difference between the two groups is one of degree: Disinterested Skeptics are a bit less skeptical on the issues than Self-Reliant Individualists including on the existence of health care disparities and support for government activism in health. The group resembles U.S. adults generally in the importance they give to personal health.

Read More
Health characteristics

Least likely to report having health insurance. They are slightly less likely to be covered by Medicaid and are least likely of all groups to have visited a doctor within the past year for a routine checkup.

Media use and trusted sources on health

More likely than other groups to trust Fox News Channel for information on health. They are most likely to trust religious or spiritual leaders and the Republican Party and less likely to trust other sources for health information.

Demographic Characteristics

Tend to be male and White.

Values and Beliefs
Much Less likely

Social solidarity/concern for needs of others.

Much Less likely

Belief all should have equal opportunity to be healthy.

Much Less likely

Belief all should have equal opportunity to succeed.

Much Less likely

Belief in existence of income-based health care disparities.

Much Less likely

Belief in existence of race/ethnic health care disparities.

Much Less likely

Importance of social determinants of health.

Much Less likely

Government should do more to ensure health, even if higher taxes.

Much Less likely

Government should be responsible for community health.

Much Less likely

Health should be a top priority for federal government.

less likely

Civic engagement on health issues.

less likely

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Self-reliant Individualists

This group is skeptical across-the-board about the effort to promote health and health equity. They are less likely than U.S. adults generally to value social equity and solidarity, recognize the existence of health care disparities and give importance to the social determinants of health. They also tend not to support government activism in health. The group is conflicted on personal health importance. It tends to give less importance to personal health.

Read More
Health characteristics

Most likely of all groups to report being in excellent or very good health, least likely to be covered by Medicare, and least likely to have a chronic condition or to be limited in physical function.

Media use and trusted sources on health

More likely to trust Fox News Channel and are least likely to trust PBS, NPR, and other mainstream media outlets. They are more likely to trust the Republican Party and less likely to trust other non-media sources for information about health.

Demographic Characteristics

Tend to be male, middle-aged, White, higher income, and educated.

Values and Beliefs
Much Less likely

Social solidarity/concern for needs of others.

Much Less likely

Belief all should have equal opportunity to be healthy.

Much Less likely

Belief all should have equal opportunity to succeed.

Much Less likely

Belief in existence of income-based health care disparities.

Much Less likely

Belief in existence of race/ethnic health care disparities.

Much Less likely

Importance of social determinants of health.

Much Less likely

Government should do more to ensure health, even if higher taxes.

Much Less likely

Government should be responsible for community health.

Much Less likely

Health should be a top priority for federal government.

less likely

Civic engagement on health issues.

Neutral

Importance of personal health.

Much more likely
More likely
Neutral
less likely
Much Less likely

Resources

American Health Values Survey Communications Guide

Designed to help communicators working for social change to apply insights from the survey in their audience identification and other planning work.

Download the guide
American Health Values Survey Typology Brief

A deep dive into the typology groups and the values and characteristics that make up each.

Download the Brief
American Health Values Survey Final Report II (2020)

Includes key findings, methodology, and results from the second wave of the survey, administered 2019-2020.

Download the Report
American Health Values Survey Final Report (2016)

Includes key findings, methodology, and results from the first wave of the survey, administered 2015-2016.

Download the Report
American Health Values Survey Key Trends Brief

Key trends from Wave 1 and Wave 2 of the survey.

Download the Brief

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