Culture 3.0

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…

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Ana Andjelic

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.