From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values

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


ASPIRATIONALS GLOBAL PRESENCE


Total Respondents 58%

Aspirationals 95%

Practicals 78%

Advocates 33%

Indifferents 18%

HAPPY SHOPPERS

95%Shopping for new things excites me



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


I believe we need to consume less to preserve the environment for future generations

RESPONSIBLE CONSUMERS


Aspirationals 95%

Practicals 47%

Advocates 92%

Indifferents 46%95%


INFLUENCERSI encourage others to buy from socially andenvironmentally responsible companies


Aspirationals 90%

Practicals 42%

Advocates 90%

Indifferents 16%90%


THE TAKEAWAYS

WHY ASPIRATIONALS?

A FORCE FOR CHANGE+ Culture

+ Materialism

+ Sustainability

MATERIALISM

SUSTAINABLE VALUES

CULTURAL INFLUENCE


THE OPPORTUNITY: RETHINKING CONSUMPTION

LOVE TO

SHOPCONSUME

LESSHAPPINESS BEYOND

STUFF+ +


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”

Retail

From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values