from obligation to desire: how aspirational consumers are uniting style, social status and...
TRANSCRIPT
![Page 1: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/1.jpg)
MEET THE ASPIRATIONALSSHIFTING SUSTAINABILITY FROM OBLIGATION TO DESIRE
#aspirationalsTheAspirationals.com
MEET THE ASPIRATIONALSShi!ing Sustainability from Obligation to Desire
![Page 2: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/2.jpg)
Sustainability has reached a tipping point for consumers
FROM OBLIGATION TO DESIRE
![Page 3: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/3.jpg)
CHANGING EXPECTATIONSConsumer perceptions are changing
FROM OR TO AND & SUSTAINABILITY PerformanceAccessibility
StylePrice
BBMG + GlobeScan 2014
![Page 4: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/4.jpg)
FUELED BY ASPIRATIONALS
![Page 5: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/5.jpg)
ASPIRATIONALS SEGMENTATION
Social and Environmental Values
Mat
eria
lism
BBMG + GlobeScan 2014
![Page 6: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/6.jpg)
ASPIRATIONALS GLOBAL PRESENCE
BBMG + GlobeScan 2014
![Page 7: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/7.jpg)
Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%Shopping for new things excites me
BBMG + GlobeScan 2014
![Page 8: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/8.jpg)
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
![Page 9: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/9.jpg)
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
![Page 10: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/10.jpg)
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
![Page 11: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/11.jpg)
THE TAKEAWAYS
![Page 12: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/12.jpg)
WHY ASPIRATIONALS?
A FORCE FOR CHANGE+ Culture
+ Materialism
+ Sustainability
MATERIALISM
SUSTAINABLE VALUES
CULTURAL INFLUENCE
BBMG + GlobeScan 2014
![Page 13: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/13.jpg)
THE OPPORTUNITY: RETHINKING CONSUMPTION
LOVE TO
SHOPCONSUME
LESSHAPPINESS BEYOND
STUFF+ +
BBMG + GlobeScan 2014
![Page 14: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/14.jpg)
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
![Page 15: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/15.jpg)
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”
![Page 16: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/16.jpg)
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”
![Page 17: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/17.jpg)
Positive Influencers 88% “I encourage others to buy from socially and
environmentally responsible companies”
![Page 18: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/18.jpg)
Positive Influencers 88% “I encourage others to buy from socially and
environmentally responsible companies”
20% in impressions
![Page 19: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/19.jpg)
Positive Influencers 88% “I encourage others to buy from
socially and environmentally responsible companies”
![Page 20: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/20.jpg)
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
![Page 21: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/21.jpg)
Trust in Brands 58% “trust global companies to act in
the best interest of society”
![Page 22: From Obligation to Desire: How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values](https://reader033.vdocuments.site/reader033/viewer/2022060108/554e51dfb4c905f8158b4b35/html5/thumbnails/22.jpg)