Representing 40 percent of the global public, Aspirationals are defined by their love of shopping, desire for responsible consumption, and their trust in brands to act in the best interest of society. They are among the most likely to “support companies and brands that have a purpose of making a positive difference in society through their products, services, and operations,” yet only half can think of a single company as having a strong purpose in this way.
“Aspirational consumers are looking for brands to stand for something bigger than product benefits. They want brands to embody an inspiring ethos, to bring a strong point of view, and take action to make a positive impact in the world,” says Raphael Bemporad, founding partner at brand consultancy BBMG. “However, half of the world’s Aspirationals cannot name a single brand that reflects this deeper sense of purpose. This ‘brand purpose gap’ provides a major opportunity for brands to win by placing a higher purpose at the core of who they are and what they do.”
“Brands have good reason to place purpose at the center of their value proposition, as Aspirationals are notably more trusting of companies than others and more open to brands with a bold vision of the future,” added Eric Whan, Director at GlobeScan. “It’s a ripening opportunity, so long as brands align authentically with Aspirationals’ social and environmental values.”
The Aspirational segmentation explores the intersection of consumer needs, desires, and shopping behaviors with social and environmental beliefs, values, and priorities. The segmentation reveals a spectrum including highly committed Advocates (22% of consumers globally in 2016), style- and social status-seeking Aspirationals (40%), price- and performance-minded Practicals (29%), and the less engaged Indifferents (9%).
The new findings are based on an in-person and telephone survey of 21,000 consumers across 21 countries, conducted during the first quarter of 2016.
Aspirationals’ 2016 data are based on GlobeScan’s annual Radar survey of the global public. It includes representative samples of around 1,000 adults per country in 21 countries. Interviews were conducted both face-to-face and via telephone between February and March 2016. Based on five years of investigation, it provides a foundation for defining the key audience for sustainable growth. Millennials are defined here as those born between 1982-1998 (18-34 year olds) and GenX from 1962-81 (35-54 year olds).
GlobeScan is a strategy consultancy specializing in stakeholder intelligence and engagement in the areas of reputation, sustainability and purpose. We help global companies, multilateral organizations and international NGOs build stronger, more trusting relationships with their stakeholders to deliver long-term success.
GlobeScan conducts research in over 90 countries and is a signatory to the UN Global Compact. Established in 1987, GlobeScan is an independent, management-owned company with offices in Toronto, London, San Francisco, Cape Town, São Paulo and Hong Kong. For more information please visit www.GlobeScan.com
BBMG is a globally recognized brand and innovation consultancy dedicated to creating brands of enduring value. We design brands and re-engineer brand experiences to drive growth and positive social impact. For more information please visit www.BBMG.com