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Meet the Aspirationals: Innovating for Complex Consumers

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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?

Publicado en: Empresariales, Tecnología
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Meet the Aspirationals: Innovating for Complex Consumers

  1. 1. Meet the Aspirationals: Innovating forComplex ConsumersRaphael Bemporad, BBMGChris Coulter, GlobescanChris Guenther, SustainAbilityAndrea Pinabell, Starwood HotelsJeff Seabright, Coca-Cola!
  2. 2. MEET THEASPIRATIONALSInnovatingfor ComplexConsumers
  3. 3. • Welcome & Introductions• Meet the Aspirationals• Clorox: GreenWorks for All• Starwood Hotels: The Element Story• Open Discussion• Implications and TakeawaysAGENDA
  4. 4. REGENERATIONCONSUMER STUDYUSAUKGermanyBrazilIndiaChina
  5. 5. ASPIRATIONALSMEET THE
  6. 6. 7CONSUMER SEGMENTATIONRETHINKING CONSUMPTION c2012
  7. 7. 8CONSUMER SEGMENTATIONRETHINKING CONSUMPTION c2012
  8. 8. Total RespondentsAspirationalsPracticalsAdvocatesIndifferents0% 10% 20% 30% 40% 50% 60%27%48%34%52%41%INFLUENCERSPeople often turn to me for recommendations about trends, brands and causes9N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)52%RETHINKING CONSUMPTION c2012
  9. 9. Total RespondentsAspirationalsPracticalsAdvocatesIndifferents0% 10% 20% 30% 40% 50% 60% 70%47%56%51%65%56%STYLE & IDENTITY1065%N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN)I care a lot about how I look, my styleRETHINKING CONSUMPTION c2012
  10. 10. SOCIAL STATUS11TotalAspirationalsPracticalsAdvocatesIndifferents0% 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 statusRETHINKING CONSUMPTION c2012
  11. 11. Total RespondentsAspirationalsPracticalsAdvocatesIndifferents0% 10% 20% 30% 40% 50% 60% 70% 80% 90%38%86%61%73%65%BUYING BETTER1273%N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012I believe that I have a responsibility to purchase products that are good for theenvironment and society
  12. 12. TRIBALYou would purchase more products that are environmentally and sociallyresponsible if It connected you to a community of peers who share your valuesand priorities.14Total RespondentsAspirationalsPracticalsAdvocatesIndifferents0% 10% 20% 30% 40% 50% 60%22%50%37%53%42%53%N=6,2241=STRONGLY DISAGREE, 5=STRONGLY AGREE(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
  13. 13. Leading and influencing trendsSeeking style and statusEnvironmental values, practical actionsDesire for belonging and communityReady to solve it together15ASPIRATIONALS RECAP
  14. 14. June 2013
  15. 15. Some extreme parts of green have developed an ATTITUDEIt 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"
  16. 16. Green Works: Ambassador to Green AccessibilityGreen Works is perfectlypositioned to be theAmbassador of GreenAccessibilityWe believe in a green whereeach person matters, whereeveryday efforts count. We’renot exclusionary or elitist. Webelieve in green for all people.It’s time for green products thatare simple, uncomplicated andwithout the attitudeIt’s time for Green for Everyone
  17. 17. Green Works® Campaign OverviewOverallStrategyCampaignIdeaOngoingTacticsKeyPlatformsDrive Awareness Build Accessibility!"##$%&"()*%+"%,--%./01%23)#))/4#%5#"6#07%897"#:#%./;/0<-<)%!"#$%"&($)*+,$("$-,$...........("$-,$/0,,&$
  18. 18. Campaign Assets – January to April 2013
  19. 19. PR & Digital Campaign ResultsThree months into campaign•  2x increase in online buzz (conversations) about Green Works with conversation99% favorable•  50% increase in Time-on-Site and 64% increase in total engagement on GreenWorks’ 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 CPGIndustry benchmark for brand association1234Campaign has over-delivered Awareness measures to date!
  20. 20. ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & ConfidentialGLOBAL CITIZENSHIPSUSTAINABLE BRANDS ’13Consumer Insights & Behavior ChangeMeet the Aspirationals: Innovating for ComplexConsumersJune 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%
  21. 21. GLOBAL CITIZENSHIPGlobal Citizenship at Starwood2The principal tenet of the Starwood Journey is to givepeople a better way to experience the world.And we believe it is our responsibility to create abetter world to experience.Through our focus on Social Responsibility andSustainability, we are addressing critical areassystem-wide, including human rights, climate change,disaster relief, conservation and resource depletion,and community development.
  22. 22. GLOBAL CITIZENSHIPGlobal Reduction as of 12/12:»  Energy: -8%»  Water: -14%»  Utilizing 2011 validated dataGlobal Participation inReporting:»  93.46% All properties»  99.63% Owned/Managed properties»  86.75% Franchise properties30/20 by 20Program Highlights:»  Beginning in 2013 – all properties have anenergy and water reduction goal»  3rd Party Energy & Water Auditsmandated at all Owned & ManagedProperties (Franchise in NAD) to informproperties as to what actions/capitalimprovements could be completed on sitein order to achieve 30/20 by 20»  Foundational initiatives at over 80%compliance including low flow waterfixtures, high efficiency lighting, andsustainability champions at every hotel.330% Energy Reduction Per Available Roomacross Owned, Managed & FranchisedHotels by 2020 *20% Water Reduction Per Available Roomacross Owned, Managed & FranchisedHotels by 2020 *ENERGY WATEROur Goal:* 2008 baseline year.
  23. 23. GLOBAL CITIZENSHIP4
  24. 24. GLOBAL CITIZENSHIP5
  25. 25. GLOBAL CITIZENSHIP6
  26. 26. GLOBAL CITIZENSHIP7
  27. 27. GLOBAL CITIZENSHIP8
  28. 28. GLOBAL CITIZENSHIP9
  29. 29. GLOBAL CITIZENSHIP10
  30. 30. GLOBAL CITIZENSHIP
  31. 31. GLOBAL CITIZENSHIP12
  32. 32. !At Starwood we have aspecial purpose. We live togive our guests a better wayto experience the world. It isalso why we are committed tobeing good global citizensacross 100 countries and1200 hotels. We want theworld to be a better place."Frits van Paasschen,President & CEO Starwood13A BETTER WAY
  33. 33. Q&A
  34. 34. CONTACTRaphael BemporadBBMGrbemporad@bbmg.comShekinah EliassenThe Clorox Companyshekinah.eliassen@clorox.comAndrea PinabellStarwood Hotelsandrea.pinabell@starwoodhotels.comChris CoulterGlobeScanChris.Coulter@GlobeScan.comChris GuentherSustainAbilityguenther@sustainability.com

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