A new global study shows Aspirational consumers looking to engage with purposeful brands
Submitted by BBMG
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.
Aspirationals: Most Socially Responsible Company – Top Mentions
Backus y Johnston
To track Aspirational consumer trends and best practices in brand innovation and marketing, BBMG and GlobeScan today also launched TheAspirationals.com 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:
To access the latest data and analysis coming from the 2014 Aspirational Consumer Index, visit TheAspirationals.com.
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.
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 www.bbmg.com.
For 25 years, GlobeScan has helped clients measure and build value-generating relationships with their stakeholders. Uniquely placed at the nexus of reputation, brand and sustainability, we partner with clients to build trust, drive engagement and inspire innovation within, around and beyond their organizations. For more information, visit www.GlobeScan.com.
BBMG is a brand and social innovation consultancy dedicated to creating business growth and positive social impact. We’re strategic creatives and creative strategists, culture experts and design thinkers. We build brands with purpose that are relevant to a new generation and resilient for the fast, transparent and volatile world we live in today. To learn more about how we build brands for humans, visit www.bbmg.com.
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