Culture 3.0

5 new currencies of aspirational markets, and how to trade in them

Aspirational markets used to refer exclusively to luxury markets (high-end products, services, and experiences), but now the definition expanded to (almost all) B2C categories. Healthcare, exercise, food, entertainment, even CPG (e.g. Moon Juice, Perky Jerky) are aspirational. “Aspirational” consumption is a consumption that…