meet the aspirationals: consumers and the future of sustainability
DESCRIPTION
Since BBMG, GlobeScan and SustainAbility launched their Regeneration Consumer Study last November at Sustainable Brands London, there has been a fascinating global conversation about the Aspirationals, a new consumer segment that is in a powerful and potentially game-changing position with respect to the future of sustainable consumption. As the largest consumer segment globally – particularly in Brazil, China, India, Germany, the United Kingdom and the United States – these style and social status-seeking consumers love to shop, and also feel a sense of responsibility to make purchases that are good both for the environment and for society. Join BBMG and GlobeScan for this special Sustainable Brands webinar to understand the business case for engaging Aspirationals on sustainability, highlighting relevant market trends, key purchase drivers, engagement pathways and opportunities for action.TRANSCRIPT
WELCOME
Chris CoulterPresident
GlobeScan
Mark LeeExecutive Director
SustainAbility
Raphael Bemporad Chief Strategy Officer
BBMG
• Overview of the Regeneration Roadmap • The State of Sustainability Research• Highlights of the Regeneration
Consumer Study• Meet the Aspirationals • Implications and Opportunities• Q&A
AGENDA
SUSTAINABILITY MARKET RESEARCH
WHO’S THE GREENEST OF THEM ALL?
• ‘Willingness to pay’ and the 15%
• Trying to cobble together a critical mass of green consumers
• Chicken and egg dynamic with companies and consumers
• But…’greens’ don’t see business as a solution, and they really don’t like consuming!
• So ... we’ve been stuck
ENVIRONMENTAL CONCERN TRENDSLatest GlobeScan Radar public opinion research shows significant decline in concern for a range of environmental issues.
THE TYRANNY OF ‘OR’
WHAT IS THE ROLE OF THE CONSUMER IN A SUSTAINABLE ECONOMY?
REGENERATION CONSUMER STUDY
USA
UKGermany
Brazil
India
China
ENVIRONMENTALISM+
say “as a society, we need to consume a lot less to
improve the environment for future generations.”
66%
76%
EmergingMarkets
%
DevelopedMarkets
57
say “I have a responsibility to purchase products that are good for the environment
and society.”
65%
82%
EmergingMarkets
DevelopedMarkets
%57
MATERIALISM
EmergingMarkets
DevelopedMarkets
%63say “shopping for new things
makes me happy.”
77 %
%48
%
EmergingMarkets
DevelopedMarkets
%
68%
%45
56say “I care a lot about how I look, my style.”
%
BELIEFS & BEHAVIOR
MOST IMPORTANT ISSUES
18
N=6,2241=NOT AT ALL IMPORTANT, 5=EXTREMELY IMPORTANT(% WHO CHOSE 4 OR 5 SHOWN)
How important is it for companies to help solve each of the following issues as part of their products, services or operations?
Safe drinking water Health care
Fair wages and safe working conditions Jobs and economic opportunity
Waste reduction Education
Ingredient transparency Renewable and alternative energy sources
Human rights Conservation of wildlife and environmental habitats
Equal rights / Diversity Protecting wildlife and habitat
Researching cures for diseases Hunger
Global warming/Climate Change Cruelty to animals / Animal welfare
Disaster reliefCommunity development
Poverty
0% 20% 40% 60% 80% 100%
73%73%73%
76%79%79%
81%81%82%82%
84%85%86%86%86%86%87%87%
92%
THE SOURCE OF TRUST
19 RETHINKING CONSUMPTION c2012
Which of the following sources do you trust to inform you about whether a product is environmentally and socially responsible?
N=6,224AMONG RESPONDENTS' TOP 3 CHOICES
Certification seals or labels on product packagingMedia reports
Consumer reviews ratings blogs or message boardsFriends family or coworkers
Government information or reportsAwards and recognition by independent third-party sources
Statements made on product packagingEndorsements by organizations you trust
Corporate social responsibility or sustainability reportsSocial media like Facebook Twitter or LinkedIn
Company advertisementsFilms or documentaries
Company website or a company’s Facebook pageNo way of knowing who to trust for this information
Church temple or other spiritual communityNone of the above
0% 10% 20% 30% 40%
1%3%
5%7%
11%11%
13%15%
22%22%
25%25%
27%28%
31%40%
28%27%
13%
RETHINKING CONSUMPTION c201220
BARRIERS TO SUSTAINABLE PURCHASINGYou would purchase more products that are environmentally and socially responsible if ...
ASPIRATIONALSMEET THE
22
CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012
23
CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
27%
48%
34%
52%
41%
INFLUENCERSPeople often turn to me for recommendations about trends, brands and causes
24
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
52%
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70%
47%
56%
51%
65%
56%
STYLE & IDENTITY
25
65%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN)
I care a lot about how I look, my style
RETHINKING CONSUMPTION c2012
SOCIAL STATUS
26
Total
Aspirationals
Practicals
Advocates
Indifferents
0% 15% 30% 45% 60%
27%
42%
34%
52%
40%
52%
1=DOES NOT DESCRIBE ME AT ALL, 5=COMPLETELY DESCRIBES ME(% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
I want to stand out and be noticed for my social status
RETHINKING CONSUMPTION c2012
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
38%
86%
61%
73%
65%
BUYING BETTER
27
73%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
I believe that I have a responsibility to purchase products that are good for the environment and society
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
49%
81%
64%
73%
67%
COLLABORATION & PARTICIPATION
28
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 SHOWN)
73%
RETHINKING CONSUMPTION c2012
I am interested in sharing my ideas, opinions and experiences with companies to help them develop better products or create new solutions
TRIBALYou would purchase more products that are environmentally and socially responsible if It connected you to a community of peers who share your values and priorities.
29
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
22%
50%
37%
53%
42%
53%
N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
30
Total
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40%
22%
31%
27%
38%
31%
38%
SHARINGShared or borrowed products to reduce the need to buy new products
31
Total
Aspirationals
Practicals
Advocates
Indifferents
0% 15% 30% 45% 60%
35%
48%
42%
50%
45%
50%
MAKINGMade, repaired or reused products rather than buy them new
Leading and influencing trends Seeking style and status Environmental values, practical actions Desire for belonging and community Ready to solve it together
32
ASPIRATIONALS RECAP
Q&ATheRegenerationRoadmap.com
34
CONTINUING THE CONVERSATION
1 CUSTOMIZED DATA 2 IDEATION WORKSHOPS 3 COMPANY ROADMAPS
CONTACT
TheRegenerationRoadmap.com
Raphael Bemporad, [email protected]
Chris Coulter, [email protected]
Mark Lee, [email protected]