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MEET THE ASPIRATIONALSSHIFTING SUSTAINABILITY FROM OBLIGATION TO DESIRE
#aspirationalsTheAspirationals.com
MEET THE ASPIRATIONALSShi!ing Sustainability from Obligation to Desire
Sustainability has reached a tipping point for consumers
FROM OBLIGATION TO DESIRE
CHANGING EXPECTATIONSConsumer perceptions are changing
FROM OR TO AND & SUSTAINABILITY PerformanceAccessibility
StylePrice
BBMG + GlobeScan 2014
FUELED BY ASPIRATIONALS
ASPIRATIONALS SEGMENTATION
Social and Environmental Values
Mat
eria
lism
BBMG + GlobeScan 2014
ASPIRATIONALS GLOBAL PRESENCE
BBMG + GlobeScan 2014
Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%Shopping for new things excites me
BBMG + GlobeScan 2014
Total Respondents 58%
Aspirationals 96%
Practicals 82%
Advocates 30%
Indifferents 10%
STYLE AND STATUS SEEKERS
96%I want to stand out by the way I look, my style
BBMG + GlobeScan 2014
I believe we need to consume less to preserve the environment for future generations
RESPONSIBLE CONSUMERS
Total Respondents 75%
Aspirationals 95%
Practicals 47%
Advocates 92%
Indifferents 46%95%
BBMG + GlobeScan 2014
INFLUENCERSI encourage others to buy from socially andenvironmentally responsible companies
Total Respondents 66%
Aspirationals 90%
Practicals 42%
Advocates 90%
Indifferents 16%90%
BBMG + GlobeScan 2014
THE TAKEAWAYS
WHY ASPIRATIONALS?
A FORCE FOR CHANGE+ Culture
+ Materialism
+ Sustainability
MATERIALISM
SUSTAINABLE VALUES
CULTURAL INFLUENCE
BBMG + GlobeScan 2014
THE OPPORTUNITY: RETHINKING CONSUMPTION
LOVE TO
SHOPCONSUME
LESSHAPPINESS BEYOND
STUFF+ +
BBMG + GlobeScan 2014
From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values
Aspirational Consumers - Some Key Characteristics: Responsible Consumers
Positive Influencers Trust in Brands
Responsible Consumers 92% “I believe we need to consume less to preserve the environment
for future generations” 91% “willing to pay more for products produced in a
socially and environmentally responsible way”
Responsible Consumers 92% “I believe we need to consume less to preserve the environment
for future generations” 91% “willing to pay more for products produced in a
socially and environmentally responsible way”
Positive Influencers 88% “I encourage others to buy from socially and
environmentally responsible companies”
Positive Influencers 88% “I encourage others to buy from socially and
environmentally responsible companies”
20% in impressions
Positive Influencers 88% “I encourage others to buy from
socially and environmentally responsible companies”
Trust in Brands 58% “trust global companies to act in
the best interest of society”
Ivanhoe Cambridge - Bullfrog Power for Earth Hour
1.1 million households! (Calgary, Edmonton, Airdrie, Vaughan, Burlington, Bellville)
Coverage Global TV, 660 News, NewsTalk 770 Airdrie 106.1 1,000,000 PR impressions. Social media reach of > 318,000
Trust in Brands 58% “trust global companies to act in
the best interest of society”
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