{
  "docId": "019dd923-5ca1-7489-b634-41f9eb4ca4a9",
  "docSlug": "f8987efef196926b",
  "documentTitle": "2019 True-Luxury Global Consumer I nsight",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 45,
  "pageCount": 49,
  "prevPage": 44,
  "nextPage": 46,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 24,
  "notes": "The slide uses a waterfall chart for aggregate preferences and a stacked bar chart for generational breakdown.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical",
    "bar_chart_stacked",
    "footnote",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-41f9eb4ca4a9/45",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-41f9eb4ca4a9",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-41f9eb4ca4a9.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-41f9eb4ca4a9#slide-45",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Environment and Animal concerns dominate sustainability criteria... driven by younger generations, while ethics and materials more important to older consumers",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a348-babf64512158",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.5,
        "x": 0.45,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Generational breakdown of sustainability criteria",
      "attrs": null,
      "subkind": "bar-stacked-100pct",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "88da5a44-e948-4fce-af4f-f299faee57cd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.4,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Aggregate sustainability criteria preferences",
      "attrs": null,
      "subkind": "waterfall",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7efbd8d7-3fe9-4aaf-bbf1-b8f884f0a242",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.8,
        "x": 0.05,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "Note: 12 personal sustainability criteria grouped into above four categories. Limited responses available for Silver which may affect generational trend. Source: BCG-Altagamma True-Luxury Global Consumer Insight Survey Dec 18/Jan 19 (12K+ respondents in 10 countries)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2f6e6462-edd2-409a-997d-82b813d37d32",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Sustainability criteria preference: 37%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b48a-77cd-a348-bcc03f83c37c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.7,
        "x": 0.15,
        "y": 0.2
      },
      "kind": "quote",
      "text": "Which sustainability criteria do you value when it comes to purchasing luxury goods?",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b9a588d1-8698-4f31-9123-952ea71f3359",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "...with Environmental and Animal criteria most valued when purchasing luxury goods, driven by younger generations",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "73315912-0924-41a8-8fa9-1e12a40e5806",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Sustainability criteria preference",
      "numberRaw": "37%",
      "numberKind": "percent",
      "actionTitle": "...with Environmental and Animal criteria most valued when purchasing luxury goods, driven by younger generations",
      "calloutText": "Environment and Animal concerns dominate sustainability criteria... driven by younger generations, while ethics and materials more important to older consumers",
      "numberScale": null,
      "numberValue": 37,
      "metricFamily": "survey_sentiment",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "1055645c-66f8-4d54-8319-5c586c651acb",
      "evidence": "chart/bar-stacked-100pct: Generational breakdown of sustainability criteria",
      "confidence": 0.7
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-10d5-72cc-9320-13dfca45b336",
      "evidence": "Title: 'Environmental and Animal criteria most valued, driven by younger generations'.",
      "confidence": 85
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-10d5-72cc-9320-1484671816f3",
      "evidence": "Criteria percentages and generation split annotated.",
      "confidence": 65
    },
    {
      "name": "Waterfall chart",
      "slug": "waterfall-chart",
      "agent": null,
      "layer": "slide",
      "matchId": "44ddd6d0-4d87-4072-8ca6-ff37d6e12473",
      "evidence": "chart/waterfall: Aggregate sustainability criteria preferences",
      "confidence": 0.9
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 48,
      "from": 16,
      "beatId": "019dd95a-0682-776c-8e38-34bd1509e1d8",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "Deep-dive data on Collaborations, 2nd-hand, Sustainability, Made-in.",
      "position": 4,
      "confidence": 78,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "to": 45,
      "from": 16,
      "beatId": "019dd95a-0682-776c-8e38-4abcc7d1fe6d",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Core Insight",
      "beatSlug": "onion-core-insight",
      "evidence": "Granular evidence on collaborations, 2nd-hand, sustainability.",
      "position": 4,
      "confidence": 55,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 45,
      "from": 40,
      "name": "Zoom In",
      "slug": "06-zoom-in",
      "bestFor": "Technical deep-dives, case studies, detailed analysis",
      "matchId": "019dd95a-07fe-70ce-8d40-60ca08f4973a",
      "evidence": "Hot-topic frame -> 4 affected behaviors -> informedness -> demographic split -> criteria mix.",
      "position": 9,
      "objective": "Drill into Sustainability impact across behaviors and demographics",
      "structure": "The Big Picture -> Key Area of Focus -> Specific Detail -> Implication",
      "confidence": 78,
      "description": "Start broad, then progressively focus on specific details that prove your point"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}