• Millennials Are the Future, But Boomers Are Today
    Recently my columns have focused on millionaire consumers, those with a personal net worth (total assets less total liabilities) of $1 million or more. The columns have generated some interesting feedback regarding the wealthy, who number about 20 million adults according to our projections based on Bureau of the Census estimates.
  • How Luxury Brands Should Speak To The Millionaire Millennial
    While crippling student debt, high unemployment rates, and a recovering economy have put a damper on wealth outlook for Millennials, a notable portion of the generation is actually doing quite well for itself. As a matter of fact, a recent report from the Shullman Research Center found that 23% (roughly five million) of millionaires are actually Millennials; more than the total of Generation X millionaires, which stands at about four million, and about half that of Baby Boomers, a generation that had a 30-year head start.
  • All Purchases Are Considered, But Some Purchases Are More Considered Than Others
    It starts sooner than we might have thought. The moment comes early when you realize that you can make your first serious purchase. In the case of my son, it's a new phone. He truly is passionate about phone technology, from the science and marketing behind the very first iPhone to the latest and greatest new products.
  • Photos, Photos Everywhere
    Americans are uploading photos by the hundreds of thousands. In fact, according to Yahoo, it's something like 880 billion! Says Business Insider, "That's 123 photos for every man, woman and child on Earth." Every minute, 27,800 photos are uploaded to Instagram. And Facebook sees over six billion photos per month. The numbers are staggering.
  • Where And How The Wealthy (a.k.a. Millionaires) Shop
    Recently, my columns have been focusing on wealthy consumers (millionaires -consumers with a personal net worth - total assets less total liabilities - of $1 million or more). These have generated some interesting feedback from readers regarding the wealthy - about 20 million adults, according to our survey's projections based on Bureau of the Census estimates.
  • Marketers Must Adjust As Shopping Habits Change
    Luxury brands may need to rethink the way in which they market to affluent consumers, because affluent consumers are certainly rethinking the way in which they purchase products. According to Unity Marketing's Luxury Consumption Index, consumer confidence has dropped sharply in 2014.
  • Growth Opportunities In The Growing Leisure Economy
    Recently, I wrote about Affluents "rising up the hierarchy of needs" - increasing their discretionary spending as their economic anxiety and the fear of unemployment ease. We've seen spending increases in specific areas such as travel and sports equipment, as well as broader marketplace trends suggesting a growing interest in leisure, luxury and experiences.
  • Putting A Luxury Lens On Mobile Marketing
    The mobile phone is the modern day concierge, especially for consumers with a luxury appetite. They use mobile devices to shop online, share photos via Instagram, send text messages, check emails, and more, which is why mobile marketing should always be included as part of a brand's consumer engagement experience.
  • Why Luxury Brands Need Scarcity Marketing On The Web
    Luxury goods marketers have long understood the value of scarcity. Whether they are selling high-end watches, leather goods or clothing, these brands thrive on their ability to create a product image that is exclusive and only for the most discerning tastes. A carefully honed reputation as a purveyor of high status items allows them to charge above-average prices for a product that may or may not actually be superior to generic competitors.
  • Reaching The Wealthy, a.k.a. Millionaires
    In our latest survey wave, we asked two questions that we believe provide useful insights for advertisers and their agencies to consider as they determine where and how to engage millionaires with meaningful advertising messages. The first question relates to the media platforms on which consumers recall seeing or hearing advertising in the past 30 days, while the second assesses consumers' level of interest (engagement) with the advertising they saw or heard on these specific media platforms.
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