• What Financial Services Can Learn From Luxury Marketing
    For an industry that targets the wealthy, Financial Service marketing, while well-crafted and professional, does not always connect with their target.
  • Do Affluents Care About The Wealth Gap?
    A hot potato in the Presidential election cycle is the issue of Income Inequality and the Wealth Gap. Though it's been simmering for some time, it comes into focus when confronted with the data points. The richest 1% of Americans make 20% of the income. The wealthiest 160,000 families have as much as the poorest 145 million families combined. And, according to the U.S. Census Bureau, since the recession began in 2007, spending power for middle income families has diminished while Affluent spending power has increased. It's likely these numbers - and the emotion behind them - will be repeated ...
  • Expanding The Pie By Exploring New Qualifiers In Affluent Auto Marketing
    If you ask auto marketers who they'd like their ads to reach, they'll likely say consumers who are in the market and ready to purchase. Each marketer may have different financial thresholds for their potential customers depending on the car model they're marketing, but for the most part, auto marketing is unique in that it focuses exclusively on in-market consumers who have declared that they intend to buy a car.
  • Inspiring Luxury Purchasers: The Agile Advantage
    Perhaps more than for any other retail demographic, inspiration is a key motivator of the affluent audience. Luxury purchasers don't necessarily have a clear vision of what they want. They often react to the larger picture.
  • The Affluent Generations Really Differ In Their Holiday Shopping Plans
    It's early November, and affluent shoppers are really starting to shop for the holidays. By the time the turkeys are on the table on Thanksgiving Day, the majority of all affluents (72 million of the 99 million adults living in households with household incomes of $75,000 or more) will have started their holiday shopping, according to what they told us in our most recent survey.
  • The Conundrum With Clout, Part 3
    Boomers are truly a mixed bag. Millennials either love 'em or hate 'em. With 86 million millennials as the soon-to-be biggest buyers of luxury products and 80 million boomers who currently hold the power and the purse strings corporately and are still the biggest buyers of luxury products and services, a deeper appreciation of their ethic and biases by the millennials and the differences between the two generations is essential.
  • Helping To Overcome Audience Fatigue In Affluent Travel Marketing
    One of the biggest challenges travel marketers face is that the typical affluent audience pool is fairly finite. Much of marketers' efforts go toward addressing consumers who have traveled in the past and are assumed to have the financial capacity to do so again. While these may be valuable indicators of future purchases, they may also apply to a very small group of consumers. In all likelihood, this is a group that receives multiple competing offers throughout the year, helping ensure they've almost become immune to travel advertising.
  • The Affluent Have Already Started Shopping For The Holidays
    It's early October, and affluent shoppers are already quietly shopping for the holidays. As affluents can be defined in many different ways, in today's column we will focus on the following three affluent market segments and their holiday shopping plans.
  • How To Win The Respect Of Affluent Millennials
    Move over, Boomers. You may have more money (for now), but Millennials have more people. According to the U.S. Census Bureau, Millennials now represent more than one-quarter of the nation's population with 83.1 million people, compared to 75.4 million Boomers. And in a short time, Millennials will be the generation with the most financial pull.
  • The Conundrum With Clout, Part 2
    Millennials are truly a mixed bag. We boomers either love 'em or hate 'em. With millennials representing the soon-to-be biggest buyers of luxury products and services - 86 million of them versus the 80 million boomers - a deeper appreciation of their ethic and biases by the boomers and the differences between the two generations is essential. Many luxury brands have yet to focus on this powerful community.
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