DZI survey reveals core values and traditions of Bulgarians

A national representative survey commissioned by DZI, titled ‘The Most Valuable Things for Bulgarians’, reveals significant shifts in values across different generations. The study shows that 63.8% of respondents view traditions as an integral part of their identity, with 63.5% believing these traditions should be passed down to future generations.

Priorities vary sharply by age. For the older generation, health is the top priority for 53.4% of respondents, whereas only 19.1% of the youngest participants rank it first. Material wealth is most important to 25.5% of Generation Z, but this figure drops to 10.3% among older citizens. Additionally, the importance of books increases with age, rising from 18.1% among the youth to 39.7% among the oldest participants.

Memories appear to hold more value than physical possessions for many. For 42.5% of those surveyed, items such as photos, albums, and objects linked to specific experiences are the things they would most refuse to part with, surpassing material goods like clothing, electronics, or jewelry.