What defines the Aspirationals and why are they of significant importance as a consumer segment? How can brands apply the latest consumer insights, derived from both survey results and empathy work, in product and service design? How are the Aspirationals, or other consumer groups for that matter, likely to evolve in the near future in various geographies and what can brands do to adapt?

1. Meet the Aspirationals: Innovating for
Complex Consumers
Raphael Bemporad, BBMG
Chris Coulter, Globescan
Chris Guenther, SustainAbility
Andrea Pinabell, Starwood Hotels
Jeff Seabright, Coca-Cola!

2. MEET THE
ASPIRATIONALS
Innovating
for Complex
Consumers

3. • Welcome & Introductions
• Meet the Aspirationals
• Clorox: GreenWorks for All
• Starwood Hotels: The Element Story
• Open Discussion
• Implications and Takeaways
AGENDA

5. REGENERATION
CONSUMER STUDY
USA
UK
Germany
Brazil
India
China

6. ASPIRATIONALS
MEET THE

7. 7
CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012

8. 8
CONSUMER SEGMENTATION
RETHINKING CONSUMPTION c2012

9. Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
27%
48%
34%
52%
41%
INFLUENCERS
People often turn to me for recommendations about trends, brands and causes
9
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
(% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
52%
RETHINKING CONSUMPTION c2012

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

11. SOCIAL STATUS
11
Total
Aspirationals
Practicals
Advocates
Indifferents
0% 15% 30% 45% 60%
27%
42%
34%
52%
40%
52%
1=DOES NOT DESCRIBE ME AT ALL, 5=COMPLETELY DESCRIBES ME
(% WHO CHOSE 4 OR 5 ON 5 POINT SCALE SHOWN)
I want to stand out and be noticed for my social status
RETHINKING CONSUMPTION c2012

12. Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
38%
86%
61%
73%
65%
BUYING BETTER
12
73%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012
I believe that I have a responsibility to purchase products that are good for the
environment and society

13. 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.
14
Total Respondents
Aspirationals
Practicals
Advocates
Indifferents
0% 10% 20% 30% 40% 50% 60%
22%
50%
37%
53%
42%
53%
N=6,224
1=STRONGLY DISAGREE, 5=STRONGLY AGREE
(% WHO CHOSE 4 OR 5 SHOWN) RETHINKING CONSUMPTION c2012

14. Leading and influencing trends
Seeking style and status
Environmental values, practical actions
Desire for belonging and community
Ready to solve it together
15
ASPIRATIONALS RECAP

15. June 2013

16. Some extreme parts of green have developed an ATTITUDE
It accepts nothing less than 100% commitment. Either you are all in or you don’t count.
It shuts out the regular folks who aren’t RICH enough, TRENDY enough or PERFECT enough to belong.
Key Insight: Extreme Green has evolved into !Eco-Snobbery"

17. Green Works: Ambassador to Green Accessibility
Green Works is perfectly
positioned to be the
Ambassador of Green
Accessibility
We believe in a green where
each person matters, where
everyday efforts count. We’re
not exclusionary or elitist. We
believe in green for all people.
It’s time for green products that
are simple, uncomplicated and
without the attitude
It’s time for Green for Everyone

18. Green Works® Campaign Overview
Overall
Strategy
Campaign
Idea
Ongoing
Tactics
Key
Platforms
Drive Awareness Build Accessibility
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19. Campaign Assets – January to April 2013

20. PR & Digital Campaign Results
Three months into campaign
• 2x increase in online buzz (conversations) about Green Works with conversation
99% favorable
• 50% increase in Time-on-Site and 64% increase in total engagement on Green
Works’ owned digital platforms
• Achieved viral success with a 1:1+ ratio of paid media impressions to earned
• Green Works association with “being green is for everyone” is 3 times the CPG
Industry benchmark for brand association
1
2
3
4
Campaign has over-delivered Awareness measures to date!

21. ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
GLOBAL CITIZENSHIP
SUSTAINABLE BRANDS ’13
Consumer Insights & Behavior Change
Meet the Aspirationals: Innovating for Complex
Consumers
June 5, 2013
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22. GLOBAL CITIZENSHIP
Global Citizenship at Starwood
2
The principal tenet of the Starwood Journey is to give
people a better way to experience the world.
And we believe it is our responsibility to create a
better world to experience.
Through our focus on Social Responsibility and
Sustainability, we are addressing critical areas
system-wide, including human rights, climate change,
disaster relief, conservation and resource depletion,
and community development.

23. GLOBAL CITIZENSHIP
Global Reduction as of 12/12:
» Energy: -8%
» Water: -14%
» Utilizing 2011 validated data
Global Participation in
Reporting:
» 93.46% All properties
» 99.63% Owned/Managed properties
» 86.75% Franchise properties
30/20 by 20
Program Highlights:
» Beginning in 2013 – all properties have an
energy and water reduction goal
» 3rd Party Energy & Water Audits
mandated at all Owned & Managed
Properties (Franchise in NAD) to inform
properties as to what actions/capital
improvements could be completed on site
in order to achieve 30/20 by 20
» Foundational initiatives at over 80%
compliance including low flow water
fixtures, high efficiency lighting, and
sustainability champions at every hotel.
3
30% Energy Reduction Per Available Room
across Owned, Managed & Franchised
Hotels by 2020 *
20% Water Reduction Per Available Room
across Owned, Managed & Franchised
Hotels by 2020 *
ENERGY WATER
Our Goal:
* 2008 baseline year.

24. GLOBAL CITIZENSHIP
4

25. GLOBAL CITIZENSHIP
5

26. GLOBAL CITIZENSHIP
6

27. GLOBAL CITIZENSHIP
7

28. GLOBAL CITIZENSHIP
8

29. GLOBAL CITIZENSHIP
9

30. GLOBAL CITIZENSHIP
10

31. GLOBAL CITIZENSHIP

32. GLOBAL CITIZENSHIP
12

33. !At Starwood we have a
special purpose. We live to
give our guests a better way
to experience the world. It is
also why we are committed to
being good global citizens
across 100 countries and
1200 hotels. We want the
world to be a better place."
Frits van Paasschen,
President & CEO Starwood
13
A BETTER WAY

34. Q&A

35. CONTACT
Raphael Bemporad
BBMG
rbemporad@bbmg.com
Shekinah Eliassen
The Clorox Company
shekinah.eliassen@clorox.com
Andrea Pinabell
Starwood Hotels
andrea.pinabell@starwoodhotels.com
Chris Coulter
GlobeScan
Chris.Coulter@GlobeScan.com
Chris Guenther
SustainAbility
guenther@sustainability.com