A new segment of shoppers has emerged from a 2013 BBMG global study.

Aspirationals, are defined by their love of shopping, desire for responsible consumption, and trust in brands to act in the best interest of society.

The latest Aspirational Consumer Index report found more than one third of consumers globally identify as Aspirationals.

Key characteristics of Aspirational consumers include:

• Empowered shoppers: Nearly eight in 10 Aspirational consumers say “shopping for new things excites me” (78 per cent), compared to 48 per cent of all consumers, and believe they “can change how a company behaves based on my purchase decisions” (78 per cent), compared with 66 per cent of all consumers;

• Trust in brands: Nearly six in 10 Aspirational consumers globally say they “trust global companies to act in the best interest of society” (58 per cent), compared with 52 per cent of all consumers;

• Seek style and status: Three quarters of Aspirational consumers say “I want to stand out by the way I look, my style” (73 per cent), compared to 53 per cent of all consumers;

• Positive influencers: Nearly nine in 10 Aspirational consumers say “I encourage others to buy from socially and environmentally responsible companies” (88 per cent), compared to 63 per cent of all consumers;

• Responsible consumers: Nine in 10 Aspirational consumers say “I believe we need to consume less to preserve the environment for future generations” (92 per cent), compared to 75 per cent of all consumers, and that they are “willing to pay more for products produced in a socially and environmentally responsible way” (91 per cent) compared to 64 per cent of all consumers;

• Young and urban: Demographically, Aspirational consumers make up the largest percentage of Millennial (40 per cent) and Gen X (37 per cent) generations, compared to 32 per cent and 33 per cent in the general population, respectively, and 59 per cent live in cities; and

• Strength in merging markets: Australia came in with the largest populations of Aspirational consumers, at 41 per cent. Other nations with a high number if Aspirational consumers were China, 46 per cent; Nigeria, 45 per cent; Pakistan,  44 per cent; India, 42 per cent; Canada, 40 per cent; Indonesia, 38 per cent; Greece, 37 per cent; France, 36 per cent, US, 36 per cent; Turkey, 35 per cent; and the UK, 34 per cent.

“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 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,” said Bemporad.

“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.

“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.”

Aspirational consumers at a glance:

• 2.5 billion consumers worldwide, representing 36.4 per cent of the global population
• 52 per cent female and 48 per cent male
• Average age is 39
• Generations: 40 per cent of Millennials, 37 per cent of GenX, 34 per cent of Baby Boomers, and 29 per cent of Seniors are Aspirationals
• 46.8 per cent are parents with kids under age 17
• 59.1 per cent live in urban areas
• 49.4 per cent are the primary shopper in the household.

Meet the Aspirationals from BBMG on Vimeo.