To me, achieving a better position in life is worth a lot of effort. At work, titles and grades are important to show how well I’m doing compared to others.

Espousers of the ‘Aspiration’ Attribute are perfectly described by their label. They provide the dynamic and drive that created the modern world – that drove the dream of greater prosperity for millions and demand for even more material signs of success in the years prior to the financial crisis.

They haven’t gone away, they are still there, striving for a better life for themselves and their families. They still believe their vision, that they are masters of their own fate and that hard work will be rewarded with status and image.

For them, visible signs of success are all important – they are over 80% more likely than the rest of the population in wanting to impress others with their success. The best way for them is often through the acquisition and display of symbols of success – ‘designer’ brands and objects of desire created by the marketing departments of manufacturers and the distributors of premium products and services.

As the financial crisis meanders its way towards a new reality, one that has more inequality of income and opportunity in the short to medium term, these are the people who will fight tooth and nail to maintain or improve their standard of living.

If they can’t maintain it they will continue to hold onto the symbols of success they have accumulated. They will not give up their dream of a better tomorrow without a fight.

Their houses or other forms of abode will be their showcase, the prime asset they have to display their success to others. A good address but smaller house is more important than a bigger house at a bad address. They will work hard to maintain their image.

In many ways they are the dynamic heart of a modern society based on overt consumption and the employment this generates in markets that are often typified as ‘commodity markets’.

In their work lives they will be driven by the need for money, not job satisfaction. For them money can buy happiness.

Titles are important. Not for them the flat, open-plan offices found in many places of employment today. They want to be seen to be better than others. They want the office that is separate from others. They want their title on the door for others to see.

Whether it is at work or at home they aspire to be seen as the people others hold in esteem - to be better than others.

This constant striving seems senseless to many people and is often denigrated in the media but it brings them pleasure – it makes them feel good about themselves.

Striving for and achieving ‘the good things in life’ is one of their driving forces – because it is a source of satisfaction. Their dreams come true with each new acquisition of a symbol of value.


Using Aspiration

Demographic Skews:

1) Over indexed: Male, all under 35, up market

2) Under indexed: Female, over 45, down market

Aspiration espousers also espouse other attributes. The top five most highly correlated attributes of Aspiration espousers are, in order of the strength of relationship:

1) Visible Success
2) Image
3) Material Wealth
4) Showhome
5) Visible Ability

In total those who espouse Aspiration also over-index significantly on 37 other Attributes.

If "Aspiration" (or the associated attributes) are important to you and you would like to delve more deeply, contact us at