Since BBMG, GlobeScan and SustainAbility launched their Regeneration Consumer Study last November at Sustainable Brands London, there has been a fascinating global conversation about the Aspirationals, a new consumer segment that is in a powerful and potentially game-changing position with respect to the future of sustainable consumption. As the largest consumer segment globally – particularly in Brazil, China, India, Germany, the United Kingdom and the United States – these style and social status-seeking consumers love to shop, and also feel a sense of responsibility to make purchases that are good both for the environment and for society. Join BBMG and GlobeScan for this special Sustainable Brands webinar to understand the business case for engaging Aspirationals on sustainability, highlighting relevant market trends, key purchase drivers, engagement pathways and opportunities for action.

2. WELCOME
Raphael Bemporad Chris Coulter Mark Lee
Chief Strategy Officer President Executive Director
BBMG GlobeScan SustainAbility

3. AGENDA
• Overview of the Regeneration Roadmap
• The State of Sustainability Research
• Highlights of the Regeneration
Consumer Study
• Meet the Aspirationals
• Implications and Opportunities
• Q&A

5. SUSTAINABILITY
MARKET RESEARCH

6. WHO’S THE GREENEST OF THEM ALL?
• ‘Willingness to pay’
and the 15%
• Trying to cobble together a
critical mass of green
consumers
• Chicken and egg dynamic with
companies and consumers
• But…’greens’ don’t see
business as a solution,
and they really don’t like
consuming!
• So ... we’ve been stuck

7. ENVIRONMENTAL CONCERN TRENDS
Latest GlobeScan Radar public opinion research shows significant decline in
concern for a range of environmental issues.

8. THE TYRANNY OF ‘OR’

9. WHAT IS THE ROLE OF THE
CONSUMER IN A
SUSTAINABLE ECONOMY?

10. REGENERATION
CONSUMER STUDY
UK
Germany
USA
China
India
Brazil

11. ENVIRONMENTALISM+

12. 66 %
say “as a society, we need
to consume a lot less to
improve the environment for
future generations.”
76 %
57 %
Emerging Developed
Markets Markets

13. 65 %
say “I have a responsibility to
purchase products that are
good for the environment
and society.”
82 %
57 %
Emerging Developed
Markets Markets

14. MATERIALISM

15. 63 %
say “shopping for new things
makes me happy.”
77 %
48 %
Emerging Developed
Markets Markets

16. 56 %
say “I care a lot about
how I look, my style.”
68 %
45 %
Emerging Developed
Markets Markets

17. BELIEFS & BEHAVIOR

18. MOST IMPORTANT ISSUES
How important is it for companies to help solve each of the following issues as part of
their products, services or operations?
Safe drinking water 92%
Health care 87%
Fair wages and safe working conditions 87%
Jobs and economic opportunity 86%
Waste reduction 86%
Education 86%
Ingredient transparency 86%
Renewable and alternative energy sources 85%
Human rights 84%
Conservation of wildlife and environmental habitats 82%
Equal rights / Diversity 82%
Protecting wildlife and habitat 81%
Researching cures for diseases 81%
Hunger 79%
Global warming/Climate Change 79%
Cruelty to animals / Animal welfare 76%
Disaster relief 73%
Community development 73%
Poverty 73%
0% 20% 40% 60% 80% 100%
N=6,224
1=NOT AT ALL IMPORTANT, 5=EXTREMELY IMPORTANT
18
(% WHO CHOSE 4 OR 5 SHOWN)

19. THE SOURCE OF TRUST
Which of the following sources do you trust to inform you about whether
a product is environmentally and socially responsible?
Certification seals or labels on product packaging 40%
Media reports 31%
Consumer reviews ratings blogs or message boards 28%
28%
Friends family or coworkers 27%
27%
Government information or reports 25%
Awards and recognition by independent third-party sources 25%
Statements made on product packaging 22%
Endorsements by organizations you trust 22%
Corporate social responsibility or sustainability reports 15%
Social media like Facebook Twitter or LinkedIn 13%
13%
Company advertisements 11%
Films or documentaries 11%
Company website or a company’s Facebook page 7%
No way of knowing who to trust for this information 5%
Church temple or other spiritual community 3%
None of the above 1%
0% 10% 20% 30% 40%
N=6,224
AMONG RESPONDENTS' TOP 3
19 RETHINKING CONSUMPTION c2012
CHOICES

20. BARRIERS TO SUSTAINABLE PURCHASING
You would purchase more products that are environmentally and socially
responsible if ...
20 RETHINKING CONSUMPTION c2012

21. MEET THE
ASPIRATIONALS

22. CONSUMER SEGMENTATION
22 RETHINKING CONSUMPTION c2012

23. CONSUMER SEGMENTATION
23 RETHINKING CONSUMPTION c2012

24. INFLUENCERS
People often turn to me for recommendations about trends, brands and causes
Total Respondents 41%
Aspirationals 52%
Practicals 34%
Advocates 48%
Indifferents 27%
0% 10% 20% 30% 40% 50% 60%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
24 (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN) RETHINKING CONSUMPTION c2012

25. STYLE & IDENTITY
I care a lot about how I look, my style
Total Respondents 56%
Aspirationals 65%
65%
Practicals 51%
Advocates 56%
Indifferents 47%
0% 10% 20% 30% 40% 50% 60% 70%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
25 (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012

26. SOCIAL STATUS
I want to stand out and be noticed for my social status
Total 40%
Aspirationals 52%
Practicals 34%
Advocates 42%
Indifferents 27%
0% 15% 30% 45% 60%
1=DOES NOT DESCRIBE ME AT ALL, 5=COMPLETELY DESCRIBES ME
26 (% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN) RETHINKING CONSUMPTION c2012

27. BUYING BETTER
I believe that I have a responsibility to purchase products that are good for the
environment and society
Total Respondents 65%
Aspirationals 73%
73%
Practicals 61%
Advocates 86%
Indifferents 38%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
27 (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012

28. COLLABORATION & PARTICIPATION
I am interested in sharing my ideas, opinions and experiences with companies
to help them develop better products or create new solutions
Total Respondents 67%
Aspirationals 73%
73%
Practicals 64%
Advocates 81%
Indifferents 49%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
N=6,224
28
1=STRONGLY DISAGREE, 5=STRONGLY AGREE (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012

29. 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.
Total Respondents 42%
Aspirationals 53%
Practicals 37%
Advocates 50%
Indifferents 22%
0% 10% 20% 30% 40% 50% 60%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
29 (% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012

30. SHARING
Shared or borrowed products to reduce the need to buy new products
Total 31%
Aspirationals 38%
38%
Practicals 27%
Advocates 31%
Indifferents 22%
0% 10% 20% 30% 40%
30

31. MAKING
Made, repaired or reused products rather than buy them new
Total 45%
Aspirationals 50%
50%
Practicals 42%
Advocates 48%
Indifferents 35%
0% 15% 30% 45% 60%
31

32. ASPIRATIONALS RECAP
Leading and influencing trends
Seeking style and status
Environmental values, practical actions
Desire for belonging and community
Ready to solve it together
32

33. Q&A
TheRegenerationRoadmap.com

34. CONTINUING THE CONVERSATION
1 CUSTOMIZED DATA 2 IDEATION WORKSHOPS 3 COMPANY ROADMAPS
34

35. CONTACT
Raphael Bemporad, BBMG Chris Coulter, GlobeScan Mark Lee, SustainAbility
rbemporad@bbmg.com chris.coulter@globescan.com lee@sustainability.com
TheRegenerationRoadmap.com