2014 is fast approaching, and the turn of the year is often a time to reflect on what we’ve achieved in life and what we still aspire to. Data from Roper Reports Worldwide show that the aspirations of consumers around the world have changed in recent years, and brands and companies would do well to resolve to help consumers meet these goals in 2014.
In 2008 and again in 2012, we asked consumers around the world what they consider to be part of the good life to them. Obviously the intervening years saw many changes for consumers everywhere, with those in Developed markets coping with the repercussions of the global financial crisis, and those in many Developing markets experiencing a period of staggering economic growth.
Both of these aspects were reflected in the aspects of the good life that had grown the most in popularity. Financial security and control over one’s life serve as a reaction against the effects of recession, while a greater emphasis on leisure travel and free time reflect a reduced emphasis on material possessions, as well as a desire for many consumers in Developing markets to enjoy themselves more.
Brands and companies that can help their customers to achieve the good life are bound to put themselves at an advantage. One great example of this comes from my adopted city of Leeds, where the Leeds Building Society has launched a campaign called Save Interesting to give its customers a boost towards realising their dreams. Their website highlights stories of customers saving for something in particular – such as a dream holiday or a wedding. The building society will then donate money to the cause every time someone re-tweets the page, up to a value of £2,000.
The idea behind the campaign is to make the task of saving up for things more exciting, and as well as displaying typical Yorkshire generosity, it also encourages everyone to try and turn their dreams into reality.