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4 INTRODUCTION:
Aspirationals Segmentation
52-53 TAKEAWAYS:
Aspirationals
Segmentation
Global Consumer
Segmentation
Aspirationals
desires and shopping behaviors with
social and environmental beliefs,
values and priorities. The segmentation
reveals a spectrum including highly
committed Advocates (26% of consumers
globally in 2015), style and social status- MATERIALISM
seeking Aspirationals (39%), price and
performance-minded Practicals (25%)
Practicals
and the less engaged Indifferents (10%).
GENERATIONS:
35% 34%
MILLENNIALS GENERATION X
51%
TOP MARKET 20% 11%
INDIA BABY BOOMERS SENIORS
25% BARRIERS:
GLOBAL
PUBLIC They are discouraged by high prices, and
they aren’t likely to take the time to look
for sustainable products.
50% OPPORTUNITIES:
RESPONSIBLE
CONSUMERS Practicals are more likely than others to
trust consumer reviews, ratings and
proven performance.
53%
STYLE
FOCUSED
6% OPPORTUNITIES:
STYLE
FOCUSED Indifferents will ultimately follow
the marketplace.
Global Presence
22
COUNTRIES
N=22,000
40%–60%
ASPIRATIONALS
UK CHINA – 51%
CANADA
INDIA – 51%
GERMANY S. KOREA – 50%
CHINA GREECE – 49%
TURKEY
INDONESIA – 48%
FRANCE NIGERIA – 47%
USA PERU – 46%
GHANA – 44%
SPAIN PAKISTAN AUSTRALIA– 41%
KENYA – 41%
MEXICO SOUTH
GREECE CANADA – 40%
KOREA
PAKISTAN – 40%
INDIA
20%–39%
GHANA
BRAZIL KENYA
PERU
NIGERIA
ASPIRATIONALS
TURKEY–38%
INDONESIA
SPAIN –37%
UK –35%
ARGENTINA
CHILE USA –32%
ARGENTINA – 29%
AUSTRALIA CHILE – 29%
BRAZIL – 29%
FRANCE – 29%
GERMANY– 23%
MEXICO –20%
Global Presence
Aspirationals have a
broad global presence,
UK 35% with particular strength in
USA 32%
span generations with the largest
Aspirationals in China are most likely half of the population,
population representing Generation X
(34%), followed by Millennials (26%). to be Millennials (38%). Of all social including India (51.4%),
British Aspirationals’ trust in global issues, they believe corruption (75%) China (50.8%), South
Aspirationals in the United States
companies to act in the best interest and the gap between the rich and the
are most likely to be Generation X
poor (72%) are the most serious.
Korea (49.9%), Indonesia
(34%), and more than one-third (37%) of society is among the lowest (43%)
(47.6%), Nigeria (46.6%)
are parents with children under age of all respondents.
18. Three-fourths (77%) believe that
and Peru (45.7%). Similarly,
climate change is a serious problem, Aspirationals are a
compared to 65 percent of the significant presence in
American population overall.
developed markets,
representing approximately
one-third of consumers
in markets like Australia
(41.4%), Canada (40%),
Spain (37.7%), the United
Kingdom (35.4%), the
United States (32%) and
Brazil (29%).
Beliefs and
Behaviors
Love of Shopping,
Style and Status
HAPPY SHOPPERS:
“Shopping for
Aspirationals are happy shoppers and
they see brands as badges of their
own identities.
Responsible
Consumers and
Positive Influencers RESPONSIBLE CONSUMERS:
to preserve the
need to consume less to preserve the
environment for future generations
(89% Aspirationals, 93% Advocates,
environment for
75% Global Public).
Optimistic About
the Future and
Empowered Together OPTIMISTIC ABOUT THE FUTURE:
we do today.”
life than we do today” (56% Aspirationals,
38% Advocates, 48% Global Public).
A Closer Look
at Key Issues
Capitalism
Fueled by a global conversation about Aspirationals are also more likely to VIEWS ON CAPITALISM
the role of capitalism in society and trust institutions across sectors to act
increasing focus on income inequality, in the best interests of society, including
brands are under pressure to show the scientific and academic institutions
marketplace can be a force for good in (79% Aspirationals, 74% Global Public),
the world.
55%
Fifty-five percent of Aspirationals believe
that “free market capitalism has some Balancing their belief in capitalism
problems, but these can be addressed and trust in institutions with a desire
Free market
through regulation and reform” (55% for reforms, Aspirationals see the capitalism
Advocates, 51% Global Public), compared marketplace as an important lever needs regulation
to 22 percent who believe that “free of positive change. and reform
market capitalism is fatally flawed, and
a different economic system is needed”
(25% Advocates, 22% Global Public).
Only one-in-ten Aspirationals (13%) say
“free market capitalism works well and
efforts to increase regulation will make
it much less efficient” (12% Advocates,
13% Global Public). 22%
Free market
capitalism is
fatally flawed
FIVE HUMAN ASPIRATIONS 18
A CLOSER LOOK AT KEY ISSUES
Corporate Expectations
For decades, marketers created value Aspirationals believe that companies TOP EXPECTATIONS FOR ASPIRATIONALS
by developing products and advertising should be held responsible for “ensuring
campaigns that would deliver against a products are safe and healthy” (74%),
74%
simple equation: what the product does “providing fair wages to all employees”
for the consumer and how it makes them (72%),“ not harming the environment” Ensuring products
feel in a specific use occasion. (70%), “ensuring a responsible supply are safe and healthy
chain” (69%), “treating employees fairly”
To remain relevant in the age of (66%) and “providing quality products and
72%
Aspirationals, however, brands must services at the lowest price” (65%).
Providing fair wages
evolve how they create value by not only Yet, Aspirationals are more likely than
to all employees
offering practical and emotional benefits, the global public to expect that
but also offering “societal and cultural companies should “support charities and
benefits that deliver against deeper community projects” (60% Aspirationals
human needs and aspirations and help
care for the wellbeing of consumers,
family members, communities and the
to 57% Global Public), “reduce human
rights abuses” (56% to 54%), “help reduce
the rich-poor gap” (55% to 52%) and “solve
Not harming the
environment 70%
planet,” as Tom LaForge, the former social problems” (53% to 49%).
69%
Coca-Cola executive and cultural insights
expert, has noted for years. In the context of shifting expectations, Ensuring responsible
stand-alone products, services and supply chain
Aspirationals’ propensity for brand love CSR programs are no longer sufficient.
and loyalty comes with new expectations Aspirationals want brands to deliver
66%
for corporate purpose, responsibility more than functional and emotional Treating
and behavior. They expect brands to benefits. They want brands to speak more employees
lead with their values and meet higher holistically to their values, hopes and fairly
standards for health, safety, fairness desires for their lives and for the world
and social impact in ways that drive around them.
progress for people and positive impact
for the world. Like all consumers globally,
Top Issues
In 2015, global consumers are increasingly Aspirationals also believe that TOP ISSUES FOR ASPIRATIONALS
aware of their interdependent relationship companies must play a role in addressing
with the environment. From access to environmental concerns, with nearly
91%
clean water and fresh air to the depletion seven-in-ten (70%) saying companies
of natural resources to the impacts of should be held responsible for “ensuring
Pollution and the Environment
extreme weather, environmental issues their products and operations do not
are now part of people’s daily lives. harm the environment.”
89%
Indeed, nine-in-ten Aspirational The complexity of environmental issues
consumers rank “pollution and the and impacts reveals an innate tension Corruption
environment” as the most serious for Aspirationals, as they seek to
problem facing the world today (91%), balance their own needs and desires
followed by corruption (89%), extreme for consumption with the recognition
poverty (88%), human rights abuses (88%),
terrorism (87%) and the gap between the
rich and poor (87%).
that people and businesses alike
must take positive action to reduce
environmental harm.
Extreme Poverty 88%
88%
As a consequence of increased In the face of this new reality,
awareness of environmental concerns, Aspirationals are looking to join forces Human Rights Abuse
nearly nine-in-ten Aspirationals (89%) with brands to be more responsible
believe that “it is necessary to take steps stewards of the planet together.
to reduce the impact of human activities
87%
thought to cause climate change,”
including 54 percent who say it is Terrorism
necessary to “take major steps very soon.”
Five Aspirations
That Hold the
Future for Brands
Without Waste
MORE EXPERIENCES, FEWER RESOURCES
FIVE ASPIRATIONS:
Abundance Without Waste
Pley Le Tote
Abundance Without Waste is not limited Fruits and Vegetables, a campaign to get
to the sharing economy. It’s an aspiration shoppers to buy and appreciate produce
that prizes quality, simplicity and creativity that doesn’t look perfect yet tastes just
to get more out of what we already have. as good. Its funny advertisements, recipe
Patagonia embodies these values with tips and tasty samples drove a 24 percent
Worn Wear, a documentary film and increase in store visits. Similarly, Hill &
engagement platform encouraging people Szrok, a London butcher by day specializing
to think about the durability of what they in British free-range organic meats, turns
buy and to repair, share or recycle their into a restaurant at night serving leftover
clothes so that the stories and experiences cuts that weren’t sold. Its approach reduces
live on and on. waste, attracts rave reviews from foodies
and generates enough cash to pay for the
In the food category, French grocery area’s expensive rent.
retailer Intermarche created Inglorious
Patagonia
FIVE HUMAN ASPIRATIONS 25
FIVE ASPIRATIONS:
Abundance Without Waste
The Upshot
Brands can deliver on Abundance Without
Waste by designing for quality, durability
and ongoing resourcefulness while
rewarding consumers who use, repurpose
and recycle their products to get the most
out of what they already have.
WELCOMING IMPERFECTION
AS HONEST AND BEAUTIFUL
FIVE ASPIRATIONS:
Truly as You Are
Chipotle
Like few others, Chipotle has made sharing acting on the philosophy of “living in beta,”
imperfections a badge of honor. The quick- inviting the public to test and improve new
serve chain has not only produced iconic operating systems and platforms before
films and a Hulu series highlighting the they’re ready for official release. Apple
significant problems in the conventional beta testers not only get a sneak peek of
food industry, it also recently suspended what’s next, they also help improve the next
serving its popular carnitas in one-third generation of technology solutions.
of its restaurants when auditors revealed
a supplier was violating the company’s “Marketing will no longer be the department
animal welfare standards. “Trust us, we’re that puts lipstick on the gorilla. It needs
just as disappointed as you,” in-store to be about truth well told,” says Steven
signage proclaimed. Now, the brand is Althuas, the Global Director of Brand
reinventing its supply chain and bringing Management and Marketing Services at
responsibly raised pork back to market. BMW. “Brands need to be transparent about
what they do. It’s ok to fail as long as you
Brands are also bringing consumers learn from your mistakes.”
inside to solve challenges together. Tech
companies like Google and Apple are
Apple
FIVE HUMAN ASPIRATIONS 31
FIVE ASPIRATIONS:
Truly as You Are
The Upshot
With ubiquitous access to information
and borderless social sharing, brands are
flipping the dynamic of trust on its head,
making radical transparency a compelling
brand differentiator and a platform for
more honest relationships, deeper loyalty
and mutual benefit.
From global enterprises to local startups, In the Welsh town of Cardigan, Hiut Denim
brands are embracing the power of is fueling a renaissance after the town’s
the human story. American Express is biggest employer, a jeans factory, moved
championing local businesses with its operations offshore. Today, the company is
Small Business Saturday campaign, while producing organic cotton and raw selvedge
West Elm Local is helping consumers get jeans with each artisan involved in the
STAINLESS STEEL RAZOR:
ARTISAN MADE, closer to the people behind its products by process signing his or her name inside
DOMESTICALLY SOURCED every pair.
sourcing locally-made furniture in its retail
“What I really appreciate about my outlets and working with Etsy to connect,
stainless steel razor is the level of support and empower the artisans in our
entrepreneurship. It’s small, artisan own backyards.
made and domestically sourced.
I definitely paid more because of
those qualities.” Richard, 37
APPLE: BRINGING
THE WORLD CLOSER
TOGETHER
Food Stand
FIVE HUMAN ASPIRATIONS 37
FIVE ASPIRATIONS:
Get Closer
The Upshot
As peers become the purveyors of brand
expression and experience, relationships
will increasingly be the currency that
matters. From storytelling to sharing to
making, brands will win by celebrating
our common humanity and unleashing
the power of people to help each
other live better.
Shifting the paradigm from fixed to Similarly, UK retailer Selfridges & Co.
fluid means refusing to be trapped by recently launched Agender, a brand
predetermined categories like age, gender platform dedicated to “shifting gender
or yesterday’s expectations. Tapping this boundaries through ground-breaking
new reality, Urban Outfitters has created fashion, music and design collaborations,”
FREELANCE MAKEUP ARTIST: Without Walls, a new brand and curated while two former Nike executives have
DOING SOMETHING I LOVE
collection that takes you from morning created Wildfang, a brand for “modern day,
“I’ve always wanted to be a freelance makeup workout to the workplace to an evening female Robin Hoods raiding men’s closets.”
artist. Last year, I started a Facebook page, with friends, living seamlessly through the
Instagram page and YouTube page. And just roles, opportunities and adventures that
by using those networks, I was able to book
each day brings.
a wedding with people I didn’t even know. It
felt really good putting myself out there and
doing something I love.” Vanessa, 27
Gap Kids X ED
And, brandishing slogans like “Strong. themselves, transforming their roles from
Brave. Fearless. Creative.” and “Be Your rules-driven employees to self-empowered
Own Hero,” Gap Inc. teamed up with entrepreneurs with no job titles, no bosses
Ellen Degeneres to launch Gap Kids X ED, and no limits.
a clothing line dedicated to supporting
girls “whether they skateboard or dance, And in cities from Los Angeles to London
wear dresses or jeans, build forts or paint to Amsterdam and Tel Aviv, coworking
rainbows, or everything in between.” spaces like WeWork are shaping a global
community of creators and a new culture
The desire for All of It signals a bold of work where freelancers, startups, small
and brave new world where work is fun, businesses and remote teams are invited
treats are healthy and brands help us to re-imagine the nine-to-five workday and
experience the best of life and realize be “bold,” “scrappy,” “inventive” and “do
our best selves. Online retailer Zappos what you love.”
is pioneering “holonomics,” a new way of
doing business whereby workers manage
WeWork
FIVE HUMAN ASPIRATIONS 43
FIVE ASPIRATIONS:
All of It
The Upshot
As large-scale generational shifts fuel
new social and cultural norms around
personal identity and happiness,
consumers are redefining expectations
for work, life and success.
And Intel is raising the bar on standards for being. Underwear brand Thinx is on
for sourcing raw materials, setting a mission to break the taboo around
the ambitious (and complicated) goal menstruation for women in developing
of only manufacturing conflict-free countries, while This Bar Saves Lives
microprocessors. The move requires the donates its nutrient-rich snacks to
reinvention of their supply chain so no severely malnourished families through
minerals come from mines involved in their partnership with Save the Children.
human rights abuses and armed conflict And in the far reaches of the Zambian
in the Democratic Republic of Congo. bush, Mulberry Mongoose offers jewelry
made using snare wire that’s collected
Across sectors, geographies and during anti-poaching patrols to help save
categories, brands are infusing purchase the lives of lions, leopards, elephants and
with social purpose and embedding wild dogs with every purchase.
positive change in their very reason
Thinx
FIVE HUMAN ASPIRATIONS 49
FIVE ASPIRATIONS:
Do Some Good
The Upshot
From designing and curating better
products to reinventing material supply
chains to raising awareness and resources
for social causes, brands are embedding
impact in their business strategies and
marketing platforms so that we can do
more good every single day. Brands will
win by connecting every act of purchase
with a larger purpose that drives more
participation and impact together.
These Five Human Aspirations And it’s about embodying a new set of
represent a profound cultural shift in cultural values that can shape a future
the marketplace and a tremendous with unprecedented possibilities and
opportunity for brands. constraints. As Professor Dale Jamieson
at New York University explains, “The
It’s no longer about virtues of cooperativeness, mindfulness,
The rise of the Aspirationals represents a • Build brand loyalty in a fickle market
fundamental shift in culture as the values,
• Grow market share in
needs and priorities of a new generation
a crowded industry
move toward authenticity, wellbeing,
sustainability and social purpose. • Lead as new entrants enter
the category
Since we began tracking Aspirationals
• Win with consumers who shop
globally in 2012, we’ve helped
based on value and values
organizations across industries and
sectors to reimagine brand purpose, • Inspire and engage employees
products and experiences by uniting to be their best
the cool thing with the right thing.
To explore how Aspirationals can
Leveraging the reach and influence of help drive new growth for your
Aspirationals can help brand leaders and brand, email Raphael Bemporad at
marketers drive relevance, sales, loyalty rbemporad@bbmg.com,
and positive impact for business and Mitch Baranowski at
society. By using Aspirationals as a lens mbaranowski@bbmg.com,
for brand strategy, design and marketing, or Chris Coulter at
organizations can: chris.coulter@globescan.com.