Meet the Aspirationals: Innovating for Complex Consumers
•
1 gostou•640 visualizações
What defines the Aspirationals and why are they of significant importance as a consumer segment? How can brands apply the latest consumer insights, derived from both survey results and empathy work, in product and service design? How are the Aspirationals, or other consumer groups for that matter, likely to evolve in the near future in various geographies and what can brands do to adapt?
Recomendados
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (8)
Semelhante a Meet the Aspirationals: Innovating for Complex Consumers
Semelhante a Meet the Aspirationals: Innovating for Complex Consumers (20)
Mais de Sustainable Brands
Mais de Sustainable Brands (20)
Último
Último (20)
Meet the Aspirationals: Innovating for Complex Consumers
- 1. Meet the Aspirationals: Innovating for Complex Consumers Raphael Bemporad, BBMG Chris Coulter, Globescan Chris Guenther, SustainAbility Andrea Pinabell, Starwood Hotels Jeff Seabright, Coca-Cola!
- 3. • Welcome & Introductions • Meet the Aspirationals • Clorox: GreenWorks for All • Starwood Hotels: The Element Story • Open Discussion • Implications and Takeaways AGENDA
- 9. Total Respondents Aspirationals Practicals Advocates Indifferents 0% 10% 20% 30% 40% 50% 60% 27% 48% 34% 52% 41% INFLUENCERS People often turn to me for recommendations about trends, brands and causes 9 N=6,224 1=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN) 52% RETHINKING CONSUMPTION c2012
- 10. Total Respondents Aspirationals Practicals Advocates Indifferents 0% 10% 20% 30% 40% 50% 60% 70% 47% 56% 51% 65% 56% STYLE & IDENTITY 10 65% N=6,224 1=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 SHOWN) I care a lot about how I look, my style RETHINKING CONSUMPTION c2012
- 11. SOCIAL STATUS 11 Total Aspirationals Practicals Advocates Indifferents 0% 15% 30% 45% 60% 27% 42% 34% 52% 40% 52% 1=DOES NOT DESCRIBE ME AT ALL, 5=COMPLETELY DESCRIBES ME (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN) I want to stand out and be noticed for my social status RETHINKING CONSUMPTION c2012
- 12. Total Respondents Aspirationals Practicals Advocates Indifferents 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 38% 86% 61% 73% 65% BUYING BETTER 12 73% N=6,224 1=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012 I believe that I have a responsibility to purchase products that are good for the environment and society
- 13. TRIBAL You would purchase more products that are environmentally and socially responsible if It connected you to a community of peers who share your values and priorities. 14 Total Respondents Aspirationals Practicals Advocates Indifferents 0% 10% 20% 30% 40% 50% 60% 22% 50% 37% 53% 42% 53% N=6,224 1=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
- 14. Leading and influencing trends Seeking style and status Environmental values, practical actions Desire for belonging and community Ready to solve it together 15 ASPIRATIONALS RECAP
- 15. June 2013
- 16. Some extreme parts of green have developed an ATTITUDE It accepts nothing less than 100% commitment. Either you are all in or you don’t count. It shuts out the regular folks who aren’t RICH enough, TRENDY enough or PERFECT enough to belong. Key Insight: Extreme Green has evolved into !Eco-Snobbery"
- 17. Green Works: Ambassador to Green Accessibility Green Works is perfectly positioned to be the Ambassador of Green Accessibility We believe in a green where each person matters, where everyday efforts count. We’re not exclusionary or elitist. We believe in green for all people. It’s time for green products that are simple, uncomplicated and without the attitude It’s time for Green for Everyone
- 18. Green Works® Campaign Overview Overall Strategy Campaign Idea Ongoing Tactics Key Platforms Drive Awareness Build Accessibility !"##$%&'"()*%+'"%,--% ./01% 23)#))/4#% 5#"6#07% 897"#:#% ./;/0<-'<)% !"#$%"&'($)*+,$("$-,$...........("$-,$/0,,&$
- 19. Campaign Assets – January to April 2013
- 20. PR & Digital Campaign Results Three months into campaign • 2x increase in online buzz (conversations) about Green Works with conversation 99% favorable • 50% increase in Time-on-Site and 64% increase in total engagement on Green Works’ owned digital platforms • Achieved viral success with a 1:1+ ratio of paid media impressions to earned • Green Works association with “being green is for everyone” is 3 times the CPG Industry benchmark for brand association 1 2 3 4 Campaign has over-delivered Awareness measures to date!
- 21. ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential GLOBAL CITIZENSHIP SUSTAINABLE BRANDS ’13 Consumer Insights & Behavior Change Meet the Aspirationals: Innovating for Complex Consumers June 5, 2013 !"#$$%&'()*++,%-+'./0%1%2.0+)'0%3+)/,*4,.5%6789%%://%24;<'0%2.0.)=.,9% >?@A6BC@D6:E%1%F2?F26CD:2G%%H(I%7+'%J.%).K)+,L8.,%+)%,40')4JL'.,%*4'<+L'%*)4M.7%K.)N4004+7%+O%&'()*++,%-+'./0%1%2.0+)'0%3+)/,*4,.5%6789%
- 22. GLOBAL CITIZENSHIP Global Citizenship at Starwood 2 The principal tenet of the Starwood Journey is to give people a better way to experience the world. And we believe it is our responsibility to create a better world to experience. Through our focus on Social Responsibility and Sustainability, we are addressing critical areas system-wide, including human rights, climate change, disaster relief, conservation and resource depletion, and community development.
- 23. GLOBAL CITIZENSHIP Global Reduction as of 12/12: » Energy: -8% » Water: -14% » Utilizing 2011 validated data Global Participation in Reporting: » 93.46% All properties » 99.63% Owned/Managed properties » 86.75% Franchise properties 30/20 by 20 Program Highlights: » Beginning in 2013 – all properties have an energy and water reduction goal » 3rd Party Energy & Water Audits mandated at all Owned & Managed Properties (Franchise in NAD) to inform properties as to what actions/capital improvements could be completed on site in order to achieve 30/20 by 20 » Foundational initiatives at over 80% compliance including low flow water fixtures, high efficiency lighting, and sustainability champions at every hotel. 3 30% Energy Reduction Per Available Room across Owned, Managed & Franchised Hotels by 2020 * 20% Water Reduction Per Available Room across Owned, Managed & Franchised Hotels by 2020 * ENERGY WATER Our Goal: * 2008 baseline year.
- 33. !At Starwood we have a special purpose. We live to give our guests a better way to experience the world. It is also why we are committed to being good global citizens across 100 countries and 1200 hotels. We want the world to be a better place." Frits van Paasschen, President & CEO Starwood 13 A BETTER WAY
- 34. Q&A
- 35. CONTACT Raphael Bemporad BBMG rbemporad@bbmg.com Shekinah Eliassen The Clorox Company shekinah.eliassen@clorox.com Andrea Pinabell Starwood Hotels andrea.pinabell@starwoodhotels.com Chris Coulter GlobeScan Chris.Coulter@GlobeScan.com Chris Guenther SustainAbility guenther@sustainability.com