4. 66 %
say “as a society, we need
to consume a lot less to
improve the environment
for future generations.”
%
76
57 %
Emerging Developed
Markets Markets
5. 65 %
say “I have a responsibility
to purchase products that
are good for the
environment and society.”
%
82
49 %
Emerging Developed
Markets Markets
12. EARLY ADOPTERS
I AM OFTEN ONE OF THE FIRST TO TRY NEW THINGS
Total 45%
Aspirationals 54%
54%
Practicals 40%
Advocates 47%
Indifferents 31%
0% 15% 30% 45% 60%
12
13. STATUS SEEKERS
I WANT TO STAND OUT AND BE NOTICED FOR MY SOCIAL STATUS
Total 40%
Aspirationals 52%
52%
Practicals 34%
Advocates 42%
Indifferents 27%
0% 15% 30% 45% 60%
13
14. INFLUENCERS
PEOPLE OFTEN TURN TO ME FOR RECOMMENDATIONS ABOUT TRENDS, BRANDS AND
CAUSES
Total 41%
Aspirationals 52%
52%
Practicals 34%
Advocates 48%
Indifferents 27%
0% 15% 30% 45% 60%
14
16. SHOPPING
Shopping for new things makes me happy.
Total 63%
Aspirationals 70%
70%
Practicals 58%
Advocates 67%
Indifferents 52%
0% 18% 35% 53% 70%
16
17. STYLE AND IDENTITY
I CARE A LOT ABOUT HOW I LOOK, MY STYLE
Total 56%
Aspirationals 65%
65%
Practicals 51%
Advocates 56%
Indifferents 47%
0% 18% 35% 53% 70%
17
19. BUYING LESS
As a society, we will need to consume a lot less to improve
the environment for future generations
Total 66%
Aspirationals 73%
73%
Practicals 64%
Advocates 76%
Indifferents 46%
0% 20% 40% 60% 80%
19
20. BUYING BETTER
I BELIEVE THAT I HAVE A RESPONSIBILITY TO PURCHASE PRODUCTS THAT ARE GOOD
FOR THE ENVIRONMENT AND SOCIETY
Total 65%
Aspirationals 73% 73%
Practicals 61%
Advocates 86%
Indifferents 38%
0% 23% 45% 68% 90%
20
21. BOX TURNERS
CHECKED THE LIST OF INGREDIENTS BEFORE PURCHASING
Total 57%
Aspirationals 64%
64%
Practicals 53%
Advocates 66%
Indifferents 40%
0% 18% 35% 53% 70%
21
23. MONEY VS. TIME/PASSION
I WOULD BE WILLING TO GIVE UP 10% OF MY HOUSEHOLD INCOME IF IT MEANT I
COULD SPEND MORE TIME WITH PEOPLE OR PROJECTS I CARE ABOUT
Total 45%
Aspirationals 54%
54%
Practicals 40%
Advocates 47%
Indifferents 31%
0% 15% 30% 45% 60%
23
24. COLLABORATION & PARTICIPATION
I am interested in sharing my ideas, opinions and
experiences with companies to help them develop better
products or create new solutions
Total 67%
Aspirationals 73%
73%
Practicals 64%
Advocates 81%
Indifferents 49%
0% 23% 45% 68% 90%
24
25. SHARING
SHARED OR BORROWED PRODUCTS TO REDUCE THE NEED TO BUY NEW PRODUCTS
Total 31%
Aspirationals 38%
38%
Practicals 27%
Advocates 31%
Indifferents 22%
0% 10% 20% 30% 40%
25
26. MAKING
MADE, REPAIRED OR REUSED PRODUCTS RATHER THAN BUY THEM NEW
Total 45%
Aspirationals 50%
50%
Practicals 42%
Advocates 48%
Indifferents 35%
0% 15% 30% 45% 60%
26
27. MAKING
MADE, REPAIRED OR REUSED PRODUCTS RATHER THAN BUY THEM NEW
Total 45%
Aspirationals 50%
50%
Practicals 42%
Advocates 48%
Indifferents 35%
0% 15% 30% 45% 60%
27
