Coca-Cola, Microsoft, Samsung, Tata, Unilever and Nestlé Top List of World’s Most Responsible Companies

A new global study shows Aspirational consumers looking to engage with purposeful brands

BBMG, GlobeScan launch to track marketplace trends, best practices

SAN DIEGO, USA – 2 June 2014 – Coca-Cola, Microsoft, Samsung, Tata, Unilever and Nestlé top the list of the world’s most responsible companies based on a new global survey of Aspirational consumers by BBMG and GlobeScan released today at the Sustainable Brands Conference. According to The 2014 Aspirational Consumer Index, brands that deliver exceptional products and services, inspire personal relationships, support community initiatives and protect the environment are most likely to drive perceptions of responsibility. Others ranking among the top three most responsible companies across the 21 markets include BMW, Carrefour, Ford, Google, Honda, Hyundai, IKEA, McDonald’s, Natura, PepsiCo, Petrobras, Target and Tesco. The findings are based on a telephone and in-person survey of 20,779 consumers across 21 international markets performed in January through April of 2014.

To track Aspirational consumer trends and best practices in brand innovation and marketing, BBMG and GlobeScan today also launched as a dynamic platform for understanding and engaging this trendsetting consumer segment. Aspirational consumers represent more than one-third of consumers globally (38%) and are defined by their love of shopping (93%), desire for responsible consumption (95%) and their trust in brands to act in the best interest of society (50%).
“Aspirationals are looking for companies they can believe in, and they want brands to stand for something bigger than a product or service,” said Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG. “The world’s most responsible companies recognize that being relevant in the future means delivering on a more holistic value proposition based on high performance, authentic relationships and concrete social and environmental actions.”
“Aspirationals matter because they are the first to unite materialism, sustainability and cultural influence,” said Eric Whan, Sustainability Director at GlobeScan. “As the largest consumer segment globally, they are the most critical audience to reach and engage if we want to reinvigorate brand loyalty and drive sustainable behavior change at scale.”
“Aspirationals love to shop, want to consume less and have a more holistic view of happiness beyond material possessions,” said Mitch Baranowski, co-founder and chief creative officer at BBMG. “The real opportunity here is to stop thinking narrowly about prompting one-off transactions and start a much deeper, more collaborative relationship that honors these consumers’ universal aspirations – purpose, belonging, voice, status, participation and impact.”
The 2014 Aspirational Consumer Index explores the intersection of consumer values, motivations and shopping behaviors and deepens understanding of four consumer segments along the sustainability spectrum, including highly committed Advocates (21%); style and social status-seeking Aspirationals (38%); price and performance-minded Practicals (25%) and less engaged Indifferents (16%).

Highlights of the 2014 Aspirational Consumer Index:

  • On the Rise: In 2014, Aspirational consumers represent 38% of the global population, compared with 36% in 2013;
  • Empowered Shoppers: Nine in 10 Aspirational consumers say “shopping for new things excites me” (93%), compared to 46% of all consumers;
  • Trust in Brands: Half of Aspirational consumers globally say they “trust global companies to act in the best interest of society” (50%), compared with 43% of all consumers;
  • Positive Influencers: Nine in 10 Aspirational consumers also say “I encourage others to buy from socially and environmentally responsible companies” (90%), compared to 59% of all consumers;
  • Responsible Consumers: Similarly, nine in 10 Aspirational consumers say “I believe we need to consume less to preserve the environment for future generations” (95%), compared to 69% of all consumers, and that they are “willing to pay more for products produced in a socially and environmentally responsible way” (90%) compared to 62% of all consumers;
  • Young and Female: Demographically, Aspirational consumers are most likely to represent the GenX (35%) and Millennial (33%) generations, compared to 34% and 31% of the general population, respectively, and they are more likely to be female (53%) than male (47%); and
  • Strength in Emerging Markets: Countries with the largest populations of Aspirational consumers include India (58%), South Korea (53%),
China (51%), Turkey (48%), Russia (47%), Indonesia (46%),
Nigeria (43%),
Peru (42%),
Canada (41%), the United Kingdom (41%),
Australia (40%), Pakistan (38%), Kenya (35%), the United States (34%) and Brazil (33%).

To access the latest data and analysis coming from the 2014 Aspirational Consumer Index, visit

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Background and Methodology:

The 2014 Aspirational Consumer Index is an in-depth survey of consumer attitudes, motivations and behaviors relating to sustainable consumption among participants across 21 international markets. In total, 20,779 citizens in Argentina, Australia, Brazil, Canada, Chile, China, France, Germany, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, South Korea, Spain, Turkey, the United Kingdom and the United States were interviewed face-to-face or by telephone in January to April of 2014. Research was conducted by GlobeScan and its research partners in each country. National representative samples were used in all the countries except in Brazil, China and Indonesia, where the surveys were conducted in urban areas. The margin of error per country ranges from +/- 3.0 to 4.9 per cent. Data on the Most Responsible Companies are based on responses from a subset of 12,067 consumers across 21 countries responding to an open-ended question.

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About BBMG

Founded in 2003, New York-based BBMG is a globally recognized brand innovation firm dedicated to creating disruptive business solutions and delightful brand experiences that help clients drive revenue and create positive social impact. By integrating branding with sustainability expertise and innovation strategies, BBMG helps organizations identify growth opportunities, forge new markets, create new brands and drive real culture change. Recent clients include adidas, Earthbound Farm, eBay, Eileen Fisher, Johnson & Johnson, L’Oréal Paris, MillerCoors, NBCUniversal, Samsung, Seventh Generation and Target. For more information, visit