Interview: Raphael Bemporad on how to make sustainability cool

Telling people to consume less, recycle more and think about the long-term impacts of their decisions hasn't worked. It's time to take a different approach by concentrating on a different group of consumers while skipping the medicine and focusing on the sugar, according to Raphael Bemporad, the co-founder of brand consultancy BBMG.

"For more than 10 years the sustainability leadership – whether around design, behaviour change, development – has been targeting the wrong consumers," he said. "They have been thinking that if they engage with the most committed advocates that they will be able to change behaviour, influence culture and affect what is sold in the marketplace. But that group of darkest green advocates has never had the cultural influence to normalise sustainable behaviour."

This is where the cool kids that he defines as "aspirationals" – youngish, urban, brand aware and status conscious – come in to the picture. "They are materialists who love to shop. They drive cultural norms and they share sustainable values. Things like environmental and social responsibility matter to them as much as they do to advocates."

In other words, they like spending money, they care what people think of them and they want to encourage others to follow their lead: all powerful characteristics likely to attract the attention of any nearby marketing professionals.

The 2013 Aspirational Consumer Index, co-authored by BBMG, found that more than a third of the 21,500 people it questioned fell into the aspirational category. Their characteristics include a love of buying new things (78% of aspirationals agreed, compared to 58% of all respondents); stated willingness to pay more for sustainably-produced products (91% versus 64%); and a desire to stand out for their personal style (73% versus 53%).

They also told researchers that they encourage other people to buy from socially and environmentally responsible companies (88% compared to 63%). They are also more likely than other people to say that they trust global companies to act in the best interests of society, at 58% compared to 52% of all respondents and only 48% of respondents categorised as advocates.

It's worth noting that the report is based on interviews rather than observation of actual consumption, looking at what consumers say that they value rather than the actions they take. Only 27% of aspirationals said that they had rewarded a company for its social responsibility by buying its products or speaking positively about it to others, while 23% had punished one by not doing so.

This could create the impression that this group can talk a good game but are not necessarily doing much about it. However, it's worth noting that "advocates", the greenest consumers, still only scored 34% and 30% respectively on these questions. "The reality is that there is a behaviour gap, sure, but … that also has to do with lack of available choices," added Bemporad.

There are some fairly obvious contradictions, too. The most notable is that aspirationals love shopping, but 92% also say that we need to reduce consumption to save the environment. Bemporad called this sort of contradiction a source of "incredible dynamic tension" and framed it as an opportunity for brands to rethink their design principles so that aspirational consumers can feel that they are doing both at once.

Levi's WasteLess jeans brand, which are made of recycled plastic water bottles, is one example of how this can be done; Marks & Spencer's Shwop scheme, which encourages customers to donate something from their wardrobe to Oxfam when they come in to buy new clothing, is another.

It is also an example of what can be achieved when marketers focus on the fun side of sustainability. "What's new about this is that they are doing it in a way that is delightful," he said. "That's something that has been missing from the sustainability equation for too long. It's been all about 'do the right thing, take your medicine' rather than taking delight in the possibilities of doing things better."

But brands need to do more than make a token effort towards delightful sustainability if they want to reach this group, said Eric Whan, the director of sustainability at GlobeScan, another consultancy involved in the study. "Consumers generally, and aspirationals in particular, will see through it," he said. "It has to be integrated in to your whole consumer approach."

Companies can, however, take heart from the relatively high levels of trust that aspirationals show in big business. "I think it is because they (aspirationals) are aware that government and NGOs have not delivered and they see tremendous potential in the private sector to achieve results," said Whan. This trust is not a matter of them having – or allowing – the wool to be pulled over thier eyes but an indication of their "constructive disposition", he said.

This constructive disposition points to a way brands can engage with aspirationals by bringing them on board to help develop new sustainable products, but it is not just consumer brands that should consider this idea. NGOs and activist groups, too, could benefit.

"They are very open to co-creation … to create better products or to create solutions to society's problems," Bemporad said. "Invite them to the table and do it in a way that is culturally rewarding. It's about engaging them less from the perspective of medicine and more about creating meaning together."

It may also mean that non-profit organisations need to begin or increase partnerships with business. "If business is not the enemy in aspirationals' minds how does that open opportunity for collaboration between sectors?" said Bemporad. "There has been a sea change already but I think we can do more." Just remember to focus on the fun when you're doing it.

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