We’re seeing a new crop of brands that prove if you can effectively dismantle a limiting narrative for your audience, you can create new behaviors, new truths and a new opportunity for your company to speak to your audience.

Aspiration creates a tangible separation between the user and the product, and as more and more consumers become willing to pay for the promise of a premium experience, they’ve also come to reject the distancing nature of aspiration in exchange for something more intimate.