• 'Premium' Versus 'Luxury,' A Blur?
    At the recent New York Auto Show's media day a panel of industry experts wrestled with the Jacob's angel of the marketing differences and strategic implications of "Premium" versus "Luxury." This is an issue that still dogs or inspires a range of luxury brands in many segments of luxury including fine jewelry, apparel, hospitality, travel and, of course, automotive.
  • Going Beyond The Most Affluent Is Critical For Conscious-Consumer Products
    There is a trend in marketing right now chasing the "conscious consumer" - those consumers whose buying habits are often a reflection of their environmental, ethical and political concerns. The trend can be seen in everything from eco-friendly detergent to green homes to the slow food movement.
  • Who Are The Affluents?
    Last month's column - "How Many Affluent Millennials Are There?" - focused on the buying power and affluence levels of the Millennial generation by segmenting all 73 million who are adults (18+ in age) into three age segments. That column induced a good number of readers to ask how Millennials compare with Gen Xers and Boomers as regards affluence.
  • Wake-up Call For Nonprofits, Part II
    Tectonic Shift in Luxury Brands' Approach to Corporate Citizenship and Philanthropy - Part II
  • Are Affluents Angry, Too?
    This presidential election cycle has been marked by a shockingly angry electorate on both sides of the fence. Seems that voters are happy with very little. They're angry about jobs and taxes and Congress and police brutality and China and immigration policy and Wall Street and terrorism and free trade. To name but a few. A recent Esquire/NBC survey found that about half of all Americans are angrier today than they were a year ago. Are affluent Americans in the same boat?
  • How To Sell A Million-dollar Home
    The Wall Street Journal recently reported that sales of luxury homes has stalled, while the entry-level market is hot. They report "Housing has become a tale of two markets, brokers and economists said, with lower-priced homes selling quickly even as inventory of expensive ones piles up."
  • Are Affluent Millennials Worth The Marketing Dollars Right Now?
    Early last year, Millennials became the largest generation in the U.S. labor force. As this generation starts to reach maturity, it has prompted many brands to turn their focus toward building brand loyalty and forging lifelong relationships with Millennial consumers, even those that have not reached affluence yet.
  • How Many Affluent Millennials Are There?
    Recently the Millennial generation has been the focus of many marketing pundits' articles and columns. No matter the slight variations defining the ages this generation encompasses (we define them as consumers born between 1981 and 2000), there are many out there, about 86 million in total, including those of high-school age. When marketers start to focus, though, on adults 18 or older, the number falls to about 73 million Millennials. The following exhibit segments that entire generation by four typical age segments many marketers use.
  • Wake-up Call For Nonprofits
    Tectonic Shift in Luxury Brands' Approach To Corporate Citizenship and Philanthropy - Part I
  • On Trend: River Cruises
    You don't have to be marketing the cruise industry to admire what's going on in the river cruise category. It's red hot and while still only a small slice (roughly 5%) of the cruise market, it's the industry's fastest-growing segment - enjoying double-digit growth and attracting over one million passengers a year. CLIA reports that their members alone will add 18 new river cruise ships this year.
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