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A thread on the key findings from The Aspiration Window.
Advertising & marketing is an elitist industry. The social, cultural & economic experiences of people in our industry are not representative of the mainstream. These differences are reinforced & hardwired over generations
Advertising & marketing is an elitist industry. The social, cultural & economic experiences of people in our industry are not representative of the mainstream. These differences are reinforced & hardwired over generations
Using a framework called the Capabilities Index, we find that people in advertising & marketing have greater capacity to aspire. People in our industry enjoy greater scope for self-expression, self-actualisation, creativity and leisure.
Incredibly, our data reveals the extent to which we
in the industry misjudge mainstream aspirations – believing them to be far more motivated by extrinsic aspirations than we are ourselves. This represents
a profound aspiration gap.
in the industry misjudge mainstream aspirations – believing them to be far more motivated by extrinsic aspirations than we are ourselves. This represents
a profound aspiration gap.
People in our industry see a much stronger relationship
between income and quality of life. This results in us dramatically underestimating the quality of life of everyone earning up to £50k per year whilst overestimating the quality of life of the
highest earning 10%.
between income and quality of life. This results in us dramatically underestimating the quality of life of everyone earning up to £50k per year whilst overestimating the quality of life of the
highest earning 10%.
We like everyone else don't trust brands to behave responsibly. Here we see the first evidence that
the mainstream, and marketers and advertisers themselves, put little faith in social virtue messaging.
the mainstream, and marketers and advertisers themselves, put little faith in social virtue messaging.
An Inconvenient Truth: No-one believes social virtue influences buying, not even advertisers and marketers! Crucially, advertisers and marketers don’t believe this stuff matters to the mainstream either.
It’s still about value, quality and reliability
Download the white paper to read more: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf
@reachsolutions @mishmashhouse51 @Ianhouse51
Download the white paper to read more: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf
@reachsolutions @mishmashhouse51 @Ianhouse51
