Lauren
We all have dreams and aspirations that we strive to accomplish. While these goals tend to have to do with who we want to be and what we want to achieve in life, they bleed into many of our smaller, day-to-day habits and decisions, especially when it comes to consumerism.
For instance, someone who wants to project an image of themselves as successful or fashionable, they may focus on buying clothes from luxury brands. Someone who strives to be more environmentally conscious might be more willing to shop at stores that are eco-friendly and dedicated to sustainable business practices.
When consumers base their shopping decisions on who they want to be and how they want to feel, they are considered to be aspirational shoppers.
What are aspirational consumers?
Aspirational consumers buy goods based on how they are feeling or how they want to feel, not necessarily based on need.
They buy books because they aspire to read them or to be well-read.
They buy exercise clothes, not because they work out every day, but because they aspire to be someone who exercises daily.
They buy luxury goods because they aspire to be seen a certain way, and these brands are status symbols.
When marketers study aspirational consumers and the psychological and emotional factors behind their shopping habits, they are able to promote aspirational brands and use this information to boost their profitability.
How marketers use aspirational purchases
Aspirational purchases are any purchases that are made based on how a consumer wants to feel or the type of person they aspire to be.
Marketers use this information to determine how they advertise and sell their products to aspirational shoppers.
For instance, many aspirational consumers find ideas about who they should aspire to be from social media. Whether they are looking at celebrities and fashion icons on Instagram or looking at a glamorous outfit combination on Pinterest, aspirational shoppers are far more likely to buy from brands they connect with on social media and to want a “buy” button so they can have a hassle-free way to purchase different products advertised on social media platforms. Social media marketers use this information to offer a seamless purchase experience on their social media accounts and to use images and videos that attract aspirational consumers.
Marketers also try to make sure their products appeal to who consumers want to be. Instead of focusing on the nutritional content of a beverage, a business will make commercials that show groups of people gathered around having fun while drinking the beverage, for example.
When targeting aspirational consumers, marketers know that the product details are not nearly as important as the narrative and emotions surrounding the product, and they use storytelling and experiences to their advantage when selling goods and services.
