Check out Mitch Baranowski and Raphael Bemporad's article, Five Secrets to Engaging Aspirational Customers, in Fast Company’s Coexist.
Aspirationals are 39% of all people, and, while not deep greens, they care about sustainability. They are a curious mixture of “materialism, sustainability and cultural influence.” They seek to consume less, but love to shop. According to the authors, they are the most critical audience if your want sustainability to go to scale.
Baranowski and Bemporad offer five ways to reach aspirationals:
“Manifesto: Give them something to believe in.” Make your brand stand for something.
“Badge: Give them something to belong to.” Let your brand be their badge of identity.
“Megaphone: Amplify their voices.” Give them a way to co-create with you.
“Currency: Give them social status. Help them to influence others and gain status for doing so, for example by "Points. Badges. Leaderboards." "Keep them “in the know.""
“Rally: Give them a platform for action.” Provide ways for them to participate in changing the world.
This kind of marketing is fun.