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[DREAM ON!] Inspiration bests sleep, sex, treats

People value inspiration more than sleep, sex and treats according to a global survey that highlights the importance of inspiration in people’s lives. The 99-page pdf is full of data, strategies and resources that marketers and others can use to inspire current members/residents and potential customers.

Entitled Inspire InFocus, the report by global communications network Wunderman Thompson, surveyed 16,000 adults aged 18+ across the UK, US, China and Brazil, during May 2021. Inspiration is defined as “a human experience that always feels good, and always evokes change.”

The report delves deeply into where people find inspiration. The five main ways identified by respondents are outdoors in nature (54%), in movies/TV (43%), in stories of honesty and integrity (41%), in stories of kindness (41%), and through travel (40%).

The top five things people are inspired to do globally are: get into better shape (31%), set a goal for myself (27%); travel (27%); change my habits (26%); and live a simpler life (25%). These factors vary across countries: 'decorate my home' is ranked highest in the UK at fourth place, while respondents in China ranked 'change my perspective or see things/myself differently' in fourth place and Brazilians ranked 'cut back on spending' in third place.

Mel Edwards, Wunderman Thompson’s Global CEO, stated, “We believe that inspiration has an overwhelming positive effect, enabling people to do things they often believe are beyond their capabilities. It's a force for motivating change, sparking people's imaginations and driving growth for ambitions brands."

The research also identified six inspiration typologies: Creators, Nurturers, Advocates, Indulgers, Guardians and Loyalists. Marketers can use the data to make inspiration more personal and to show up in more powerful ways at points in people's lives where inspiration is possible. 

To download the report, click here

 

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