Definition of aspirational

The word "aspirational" has its roots in the Latin words "aspirare," which means "to breathe," and "aspiratio," which means "inspiration." The word "aspirational" itself is a 20th-century borrowing from French, where it was used to describe something that inspires or motivates someone to strive for a higher goal or ideal. In English, the word was first recorded in the 1960s, and it gained popularity in the 1990s, particularly in marketing and advertising. Today, "aspirational" is often used to describe products, lifestyles, or personas that are positioned as desirable or inspiring, often with the goal of influencing consumer behavior or cultural norms. For example, a luxury car brand might describe its latest model as "aspirational," implying that it embodies the values and ideals of success and sophistication.