New Survey Finds Family Ranks as Americans’ Most Important Value
The Gallup-Aspen Ideas American Values Index survey, shared at the Aspen Ideas Festival, reveals U.S. adults across demographic groups prioritize family, as other values fluctuate.
Washington, D.C., June 27, 2025 —In conjunction with the 75th anniversary of the Aspen Institute, Gallup and the Aspen Ideas Festival today released the results from their inaugural study, the Gallup-Aspen Ideas American Values Index survey. The findings reveal how Americans prioritize different values in their lives, based on responses from over 2,000 U.S. adults. Forty-nine percent of Americans say family is the most important value to them, a nearly 20% increase from the next most important value, freedom (30%).
Family Dominates as Core Value
When presented with a list of 23 values and asked to choose all that they consider important to them, more than eight in 10 Americans select respect, family, trustworthiness and freedom as important values to them, and at least three-quarters say the same about kindness, health, integrity, happiness and knowledge. However, when asked to identify which values are the most important, family ranks as the top value across virtually all demographic groups.
Certain subgroups are more likely to rank it as their most important value. This includes Republicans (66%), those 65 and older (58%), those with a high school education or less (57%), married adults (56%), and women (55%).
The rankings of values deemed important versus those considered most important are generally aligned, though some notable differences emerge. Respect and kindness are frequently cited as important values, but fall outside the top five when Americans name their most important values. Additionally, while faith ranks lower as an important value (selected by 50% of Americans), of those who find it important, about half (26%) rank it as most important. This distinction places it near the top of the list of most important values.
Values Vary by Demographic Groups
Following family, other top priorities vary significantly by demographics such as political affiliation, age and educational attainment. Nearly half of Republicans (48%) say faith is among their most important values, compared with just 21% of independents and 11% of Democrats. Republicans are also more likely to rank freedom as a top priority compared to Democrats (36% vs. 25%).
By age, 40% of Americans 65 and older prioritize freedom among their top values, double the rate of those ages 18 to 29 who say the same (20%). Older adults are also more likely than younger ones to place higher importance on faith and health.
Value selection is also impacted by educational attainment; 39% of those with a postgraduate education rank integrity as one of their most important values, at least 10 percentage points higher than for any other education subgroup. Postgraduates also put a higher priority on kindness (21%) than those in other education subgroups.
Notably, family remains the most commonly selected top value across nearly all subgroups. However, among those who attend religious services weekly, faith slightly edges out family as the leading personal value (76% vs. 65%). And among postgraduates, integrity (39%) is ranked at a similar rate to family (37%) as their top-ranked value.
About the Partnership
Gallup and the Aspen Ideas Festival, the Aspen Institute’s signature summer gathering, are entering into a multi-year partnership to track American values over time. Beginning in 2025, results from the annual Gallup-Aspen Ideas American Values Index survey will release from the Festival each year, informing urgent conversations throughout the week and beyond. Gallup CEO Jon Clifton is attending the Festival to discuss these findings and their implications for creating mutual understanding and finding common ground.
Methodology
Results for this Gallup poll are based on self-administered web surveys conducted April 2-15, 2025, with a random sample of 2,026 adults, aged 18 and older, who are members of the Gallup Panel™. For results based on the sample of U.S. adults, the margin of sampling error is ±3 percentage points at the 95% confidence level.
Gallup weighted the obtained sample to make it representative of the U.S. adult population on gender, age, race, Hispanic ethnicity, education, political party affiliation and region.
About Aspen Ideas
From June 25–July 1 2025, the Aspen Ideas Festival brings brilliant leaders and thinkers from around the globe to our Rocky Mountain campus to discuss the ideas that help build understanding today and shape tomorrow. Panels, interviews, lectures and interactive sessions will delve into topics shaping the AI revolution, business and the economy, the role of art and design throughout all aspects of our lives, geopolitics, sports, leadership, and more. Learn more about the Aspen Ideas Festival at aspenideas.org.
About Gallup
Gallup delivers analytics and advice to help leaders and organizations solve their most pressing problems. Combining more than 80 years of experience with its global reach, Gallup knows more about the attitudes and behaviors of employees, customers, students and citizens than any other organization in the world.