According to a 2013 survey, 2.5 billion consumers worldwide, representing 36.4 percent of the global population, are “aspirationals”—they define themselves in part through brands, and yet believe they have a responsibility to purchase products that are good for the environment and society.*
The trend toward more mindful consumption becomes a dominant force in the West and makes inroads in emerging markets, as increasing number of consumers demanding responsibly sourced and environmentally friendly products. Consumers and corporations work towards transparency, openness and social responsibility. Consumers use apps to align their purchases to the companies that support their values and social causes.
*”From Obligation to Desire: More than 2 Billion Aspirational Consumers Mark Shift in Sustainable Consumption,” BBMG, http://bbmg.com/news/obligation-desire-2-5-billion-aspirational-consumers-mark-shift-sustainable-consumption/.