The latest study conducted by brand innovation consultancy BBMG, in partnership with GlobeScan and SustainAbility, is revealing some really encouraging news for responsible companies up and down the pro-planet supply chain. We’re all going to be billionaire’s by 2015! Ok, the study says nothing of the sort. But here’s why it’s still great news:
Replacing deeply ingrained conventional habits with sustainable consumption and business practices is a lot of work. Both personally and professionally, everyone at one point or another has wondered, Is all this time and money and certification and effort really worth it? Am I even making a dent?
Because unless you grew up on a commune in the early 70’s, most of us have to dig deep on a daily basis to prepare pesticide-herbicide-GMO-free meals, launder a household’s worth of Fair Trade Certified Apparel (with your plant-based detergent of course), wrangle the kids into their organic-cotton pj’s … and then brainstorm an armada’s worth of creative for a sustainability branding meeting the next day.
That’s why the 2013 Aspirational Consumer Index report, “FROM OBLIGATION TO DESIRE: 2.5 Billion Aspirational Consumers Mark Shift in Sustainable Consumption”, is so encouraging. The answer to those questions is YES!
The data, which was released earlier this month, revealed that approximately a third of the world’s population now ranks sustainability on par with style and status in the global consumer marketplace.
“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,” said Raphael Bemporad, co-founder and chief strategy officer at BBMG.
Bemporad attributes this powerful shift to young, optimistic consumers in emerging markets which is amplified by technology and social media. The study explored the key drivers of sustainable consumption in six markets, and 21 countries around the globe.
The 2013 Aspirational Consumer Index stats at a glance include:
- 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)
So whether you’re a protective parent who turned a health concern into a booming eco start-up; one of those ridiculously amazing food bloggers whipping up plate after plate of mouth-watering, organic dishes; or an ad agency exec charged with ensuring all that high-priced Creative hits its target audience; the results are in … 2.5 billion Aspirational consumers like what you’re doing.