This document discusses the growing segment of "Aspirational" consumers who desire sustainability and socially responsible products. Some key points: 1) Aspirational consumers care about both style/status and environmental values. They are responsible shoppers who encourage others to buy sustainable brands. 2) These consumers make up a significant global market and can influence brand perceptions. Over 90% are willing to pay more for sustainable options. 3) As sustainability shifts from obligation to desire, brands have an opportunity to thoughtfully rethink consumption and unite consumer values through their products. Catering to Aspirational consumers may help drive positive cultural and environmental change.

1. MEETTHEASPIRATIONALS
SHIFTING SUSTAINABILITY FROM
OBLIGATION TO DESIRE
#aspirationals
TheAspirationals.com
MEETTHEASPIRATIONALS
Shi ing Sustainability
from Obligation to Desire

2. Sustainability has reached a tipping point for consumers
FROM OBLIGATIONTO DESIRE

3. CHANGING EXPECTATIONS
Consumer perceptions are changing
FROMORTOAND &SUSTAINABILITY
Performance
Accessibility
Style
Price
BBMG + GlobeScan 2014

4. FUELED BYASPIRATIONALS

5. ASPIRATIONALS SEGMENTATION
Social and Environmental Values
Materialism
BBMG + GlobeScan 2014

6. ASPIRATIONALS GLOBAL PRESENCE
BBMG + GlobeScan 2014

7. Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%
Shopping for new things excites me
BBMG + GlobeScan 2014

8. Total Respondents 58%
Aspirationals 96%
Practicals 82%
Advocates 30%
Indifferents 10%
STYLEAND STATUS SEEKERS
96%
I want to stand out by the way I look, my style
BBMG + GlobeScan 2014

9. I believe we need to consume less to preserve
the environment for future generations
RESPONSIBLE CONSUMERS
Total Respondents 75%
Aspirationals 95%
Practicals 47%
Advocates 92%
Indifferents 46%
95%
BBMG + GlobeScan 2014

10. INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies
Total Respondents 66%
Aspirationals 90%
Practicals 42%
Advocates 90%
Indifferents 16%
90%
BBMG + GlobeScan 2014

11. THETAKEAWAYS

12. WHYASPIRATIONALS?
A FORCE FOR CHANGE
+ Culture
+ Materialism
+ Sustainability
MATERIALISM
SUSTAINABLE
VALUES
CULTURAL
INFLUENCE
BBMG + GlobeScan 2014

13. THE OPPORTUNITY:
RETHINKING CONSUMPTION
LOVETO
SHOP
CONSUME
LESS
HAPPINESS
BEYOND
STUFF
+ +
BBMG + GlobeScan 2014

14. From Obligation to Desire:
How Aspirational Consumers are Uniting Style, Social Status and Sustainability Values
Aspirational Consumers - Some Key Characteristics:
Responsible Consumers
Positive Influencers
Trust in Brands

15. Responsible Consumers
92% “I believe we need to consume
less to preserve the environment
for future generations”
91% “willing to pay more for products produced in a
socially and environmentally responsible way”

16. Responsible Consumers
92% “I believe we need to consume
less to preserve the environment
for future generations”
91% “willing to pay more for products produced in a
socially and environmentally responsible way”

17. Positive Influencers
88% “I encourage others to buy from socially and
environmentally responsible companies”

18. Positive Influencers
88% “I encourage others to buy from socially and
environmentally responsible companies”
20% in impressions

19. Positive Influencers
88% “I encourage others to buy from
socially and environmentally
responsible companies”

20. Trust in Brands
58% “trust global companies to act in
the best interest of society”
Ivanhoe Cambridge - Bullfrog Power for Earth Hour
1.1 million households!
(Calgary, Edmonton, Airdrie, Vaughan, Burlington, Bellville)
Coverage
Global TV, 660 News, NewsTalk 770 Airdrie 106.1
1,000,000 PR impressions.
Social media reach of > 318,000

21. Trust in Brands
58% “trust global companies to act in
the best interest of society”