NPEW 2017

A fundamental cultural shift is upon us. Building on five years of global insight from more than 22,000 respondents across 22 international markets, BBMG has revealed a rising generation of Aspirational consumers who unite a love of style, social status and sustainability values to shift cultural norms and rewrite the rules of business, marketing and leadership.

The Aspirational generation isn’t defined by age, but rather the desire for their actions to meet their needs, have a positive impact on others and connect them with an ideal or community that’s bigger than themselves. Representing 40% of the global adult population, Aspirationals are connecting the right thing to do with the cool thing to do, creating new possibilities for brands, business and the society we share.

BBMG has helped many of the world’s leading brands (e.g., Disney, Johnson & Johnson, L’Oréal Paris, NBCUniversal, Nestlé, Rodale, Samsung, Target, Walmart) to reveal the needs, hopes and aspirations of this new generation of customers, team members and community partners to deliver better products, meaningful experiences and healthy, vibrant communities for all of us.

Understanding how to reach, engage and inspire the Aspirational consumer is an essential strategy for business leaders to stay relevant and resilient looking to the future.

 In this workshop, BBMG will highlight Five Human Aspirations rooted in deep consumer needs and desires that define the identity, priorities and behaviors of this new generation of shoppers, workers and citizens. These Aspirations point the way to the next frontier of marketing, design, innovation and the marketplace of the future: