40% Of Consumers Want Socially Aware Brands But 50% Of Them Couldn’t Name One

40% Of Consumers Want Socially Aware Brands But 50% Of Them Couldn’t Name One
SHARE
THIS



The “Aspirationals” are on the rise the globe over and brands are being warned to ready themselves to meet their buying needs.

What’s an Aspirational, you may well ask? Well, they love to shop and buy stuff but they expect the brands and companies they buy from to be socially, ethically and environmentally conscious.

However, according to a study by consultancy firms BBMG and GlobeScan done in the first quarter of 2016, 40 per cent of shoppers around the globe are now considered as an Aspirational; however, half of those again couldn’t name a brand that they felt conducted itself in a ethical and purposeful way.

And according to the study, to be an Aspirational you can be of any age. However, they’re most likely to be a Millennial (47 per cent); while some 34 per cent of Xs are considered in the category. But it appears the only criteria to be an Aspirational is you like shopping and buying stuff.

Aspirationals are also broken down into sub groups. There’s the highly committed Advocates (22 per cent of consumers globally in 2016), style and social status-seeking Aspirationals (40 per cent), price and performance-minded Practicals (29 per cent), and the less engaged Indifferents (nine per cent).

Other findings of the study included:

  • 84 per cent of Aspirationals found shopping exciting in comparison to 58 per cent of the rest of the population.
  • 74 per cent of Aspirationals say the seek out brands that are purposeful.
  • 90 per cent say they’ll pay more for brands that try and make a positive difference.
  • 87 per cent of Aspirationals try and encourage others to shop responsibly.
  • 79 per cent say they try and learn more about a company’s ethics and the brands they buy from.

Interestingly, the countries with the highest number of Aspirational consumers were emerging nations. Nigeria topped the list with 58 per cent of its consumers considered Aspirational. India was second (53 per cent) and China third (52 per cent). When it came to the top number of Aspirational consumers in developed markets Australia did not rank in the top eight.

Raphael Bemporad, founding partner at BBMG said of the study that involved 21,000 consumers from 21 countries: “Aspirational consumers are looking for brands to stand for something bigger than product benefits. They want brands to embody an inspiring ethos, to bring a strong point of view, and take action to make a positive impact in the world

“However, half of the world’s Aspirationals cannot name a single brand that reflects this deeper sense of purpose. This ‘brand purpose gap’ provides a major opportunity for brands to win by placing a higher purpose at the core of who they are and what they do,” Bemporad said.

Please login with linkedin to comment

Advertising Standards Bureau Eardrum Australia I Quit Sugar The Idea Shed

Latest News

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
  • Marketing

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office

Ogilvy has announced David Fox will be promoted to the role of CEO for the Middle East and North Africa (MENA) region, effective March 1, 2021. Based in Dubai the new role encompasses responsibility for nine countries and 10 offices across the region.  The move to a new regional position follows six and a half […]

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
  • Media

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings

Holiday goers leaving Melbourne are being reminded to check Fire Danger Ratings (FDRs) to ensure they are fire safe and ready as they head out of the city and into regional Victoria. As part of the annual Victorian Fire Season campaign, the Victorian Government’s (Vic Gov) latest outdoor campaign harnesses the dynamic capability of digital […]

Top view photo of podcast concept - lightbox with letters podcast on it, headphones and professional microphone on the table
  • Marketing
  • Media

Marketers, Digital Experts, Podcasters & Bloggers Among 2021’s “Jobs On The Rise”

LinkedIn has unveiled its annual Jobs On The Rise report and – despite the usual suspects – it’s good news for those workers who possess digital skills and can work remotely. You can read the report in full here. As you’d expect, the report was headed by the always in-demand occupations such as health care […]

Photo series of a japanese podcaster making video podcast from his home studio.
  • Technology

Have We Entered Peak Podcasting? 2021 Predictions

Henrik Isaksson is the regional managing director at Acast AU & NZ. In this opinion piece, he gives his top prediction on what 2021 will bring for the podcasting world. Despite a volatile media environment in 2020, podcasting has continued to grow from strength to strength. We have seen record listen numbers month-on-month and advertising […]

Opinion

by B&T Magazine

B&T Magazine
Lenovo Turns Aussie Tech Review Into A Death Metal Song
  • Campaigns
  • Technology

Lenovo Turns Aussie Tech Review Into A Death Metal Song

Lenovo has released a new campaign that applies a surprising creative twist to reviews of its products, combining them to form death metal songs. Yes, you read that correctly. The works come from Omnicom-owned Swedish agency Ehrenstrale, in a bid to target gamers, which Ad Age reports are an important audience for the brand, and […]

by B&T Magazine

B&T Magazine
Major US Networks ‘Boycott’ Trump Farewell Address
  • Media

Major US Networks ‘Boycott’ Trump Farewell Address

Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]

by B&T Magazine

B&T Magazine
Stock close up image showing a “subscribe” button on a website with hand shaped cursor
  • Media

Facebook Journalism Program Helps News Publishers Find New Subscribers

New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]

Kate Langbroek Returns To Melbourne’s Chapel Street For ‘Support Local’ Campaign
  • Campaigns

Kate Langbroek Returns To Melbourne’s Chapel Street For ‘Support Local’ Campaign

Radio personality and comedian Kate Langbroek has returned from Italy to rediscover Melbourne’s iconic Chapel Street Precinct, which has seen a post-lockdown renaissance of business over summer. Langbroek has stitched the words ‘Support Local’ on her sleeve, making visits to many Chapel Street Precinct businesses with a film crew capturing each of the business owners […]

Kogan Pays $310K For Breaching Spam Laws
  • Marketing

Kogan Pays $310K For Breaching Spam Laws

Here's a stern lesson for any email spammers out there. Let's just hope those Nigerian billionaires are reading today.

by B&T Magazine

B&T Magazine
Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots
  • Campaigns
  • Technology

Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots

Paying homage to the Vincent Desiderio painting ‘Sleep’ and Kanye West’s ‘Famous’ music video, Koala Furniture’s new commercial shows a range of people all comfortably sleeping on their Koala Mattresses. Like the ‘Famous’ music video, the commercial for Koala’s new mattress begins with a close up of a single sleeping person and then slowly pulls […]

The US Capitol Building at dusk.
  • Technology

Tinder, Bumble Banning US Capitol Rioters

Dating apps have banned the US Capitol rioters. However, that's not to say there's not plenty of loons & psychos left.

by B&T Magazine

B&T Magazine
PEDESTRIAN.TV Moves Self-Care Festival Online For 2021
  • Media

PEDESTRIAN.TV Moves Self-Care Festival Online For 2021

Pedestrian Group has announced it will be taking the third iteration of its national self-care festival Selfish online in 2021. Selfish Sessions, running virtually from February 24 – 26, will reflect on what self-worth means to young Aussies, focusing on long-term strategies to improve their intellectual, emotional and creative wellbeing off the back of a […]

A-League Clubs Partner With Epic Games In New Fortnite Campaign
  • Media

A-League Clubs Partner With Epic Games In New Fortnite Campaign

This week, three A-League clubs will partner with Epic Games to celebrate global football in Fortnite, alongside more than 20 other top clubs from around the world. Starting on Sunday, players can choose from 10 different variants of new “Kickoff Set” outfits to represent their favorite club in-game. Each outfit can be swapped to any […]