Abstract:

The recent economic downturn resulted in the rapid deterioration of the appeal of 'classic' luxury propositions and an equally rapid rise in the demand of a new, ethically-driven aspiration, namely the sustainable notion of premium. This presentation combines scientific market research with trend analysis, re-framing and presenting the 'algebra of the mind' of potential customers of premium value, with respect to the opportunities in sustainability. The approach is demonstrated by a case study in a project between Philips Design and Moskowitz Jacobs Inc. for Wharton School Publishing. The objective was to discover the properties of high end products and services, and the dynamics of aspiration that result in people's willingness to buy them, resulting in higher margins for corporations - even in times of crisis.