Target influencers for aspirational behaviour

Many social trends follow patterns of aspiration. Tesla deliberately tapped into this in making their first vehicle a luxury sports car, to give an aspirational factor to electric vehicles. This effect has been highlighted as one of the many drivers of rising meat consumption around the world. Social media means we are more able than ever to see what the "elite" are doing. Targeting behaviour change interventions at the "elite" or celebrities, including posting about their new sustainable behaviour (whether that be avoiding air travel or eating less meat) rather than the average citizen, could change what is deemed aspirational.

 

Actor(s)

Social Influencers
Celebrities

 

Trigger (intervention)

 

Criticality

 

Feedback Dynamics

 

Timescale and scaleability

 

Resistance

 

Author

Luke Spajic

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