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Sustainable Brands reports 2.5 Billion Aspirational Consumers Mark Shift in Sustainable Consumption

Burgess COMMENTARY

Peter Burgess

2.5 Billion Aspirational Consumers Mark Shift in Sustainable Consumption

Image credit: BBMG, GlobeScan & SustainAbility

A new global consumer study by BBMG, GlobeScan and SustainAbility confirms the rise of nearly 2.5 billion consumers globally who are uniting style, social status and sustainability values to redefine consumption. According to the report, The 2013 Aspirational Consumer Index, more than one-third of consumers globally (36.4%) identify as Aspirationals, defined by their love of shopping (78%), desire for responsible consumption (92%) and their trust in brands to act in the best interest of society (58%). The study draws from telephone and in-person surveys of 21,492 consumers across 21 international markets conducted in April 2013.

'Driven by young, optimistic consumers in emerging markets and amplified by technology and social media's influence, Aspirationals represent a powerful shift in sustainable consumption from obligation to desire,' said Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG. 'With Aspirationals, the sustainability proposition has changed from being the 'right thing to do' to being the 'cool thing to do,' and brands have a profound opportunity to harness sustainable design and societal values to inspire the next generation of commerce and create positive impact in the world.'

'Aspirationals are materialists who define themselves in part through brands and yet they believe they have a responsibility to purchase products that are good for the environment and society,' said Eric Whan, Sustainability Director at GlobeScan. 'By engaging Aspirational consumers, brands can further the shift toward more sustainable consumption and influence behavior change at scale.'

Key characteristics of Aspirational consumers include:

• Empowered Shoppers: Nearly eight in ten Aspirational consumers say 'shopping for new things excites me' (78%), compared to 48% of all consumers, and believe they 'can change how a company behaves based on my purchase decisions' (78%), compared with 66% of all consumers;
• Trust in Brands: Nearly six in ten Aspirational consumers globally say they 'trust global companies to act in the best interest of society' (58%), compared with 52% of all consumers;
• Seek Style and Status: Three-fourths of Aspirational consumers say 'I want to stand out by the way I look, my style' (73%), compared to 53% of all consumers;
• Positive Influencers: Nearly nine in ten Aspirational consumers say 'I encourage others to buy from socially and environmentally responsible companies' (88%), compared to 63% of all consumers;
• Responsible Consumers: Nine in ten Aspirational consumers say 'I believe we need to consume less to preserve the environment for future generations' (92%), compared to 75% of all consumers, and that they are 'willing to pay more for products produced in a socially and environmentally responsible way' (91%) compared to 64% of all consumers;
• Young and Urban: Demographically, Aspirational consumers make up the largest percentage of Millennial (40%) and GenX (37%) generations, compared to 32% and 33% in the general population, respectively, and nearly six and ten (59%) live in cities; and
• Strength in Emerging Markets: Countries with the largest populations of Aspirational consumers include China (46%), Nigeria (45%), Pakistan (44%), India (42%), Australia (41%), Canada (40%), Indonesia (38%), Greece (37%), France (36%), USA (36%), Turkey (35%) and the UK (34%).

'For decades, green marketers have been speaking to the wrong consumers, assuming that by engaging the most committed 'advocates' we would create significant business growth, cultural relevance and change at scale,' Bemporad added. 'What makes Aspirationals so compelling is that they combine an authentic commitment to sustainability with a love of shopping, design and social status, aligning economic, cultural and social forces to shift the way we shop.'

'With 2.5 billion consumers worldwide, Aspirationals offer an important opportunity to redefine sustainable consumption,' said Mark Lee, Executive Director at SustainAbility. 'Like never before, brands can engage Aspirationals to pioneer new models and practices that can deliver economic growth while reducing negative impacts on the environment.'

By The Numbers: Aspirational Consumers at a Glance:

• 2.5 billion consumers worldwide, representing 36.4% of the global population
• 52% female and 48% male
• Average Age: 39
• Generations: 40% of millennials, 37% of GenX, 34% of baby boomers and 29% of seniors are Aspirationals
• 46.8% are parents with kids under age 17
• 59.1% live in urban areas
• 49.4% are the primary shopper in the household
• Top Market: China (46% Aspirationals)

SB London Join Raphael Bemporad, Founding Partner & Chief Strategy Officer at BBMG, in person at SB London for details and further analysis. In addition, you will discover a wealth of other new data on market sizing and opportunities for sustainability-led innovation by researchers at Marks & Spencer, MARS, Havas Media Group, Accenture, the Forest Stewardship Council (FSC), BITC, Custom Communication, Innate Motion and others. The SB London program will explore everything it takes to future-proof your brand: a new arsenal of skills, a new network of collaborators, and a new set of tools.