36 results
  • Luxury Brands Need To Expand Perception Of Wealthy
    Recently, Advertising Age highlighted Cadillac's recent commercial featuring French model Magali Amadei. In the spot, eager fathers look on as Amadei's character picks up her kids at school in t ...
  • Luxury Brands Need To Expand Perception of Wealthy
    As our country's population continues to evolve, whether it is due to the maturing of Millennials, new family dynamics, or a shift in nationalities, the face of the wealthy Americ ...
  • Branded Tools A Factor In Creating Loyalty
    Millennials are growing up. In my last Engage: GenY contribution, I highlighted the media's tendency to overlook the fact that many older Millennials are already far along in the "ga ...
  • 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 qui ...
  • 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 ...
  • Marketers Cannot Forget About Older Millennials In Their Outreach Strategy
    The overall public image of Millennials consists of young, self-important 20-somethings with poor work ethic and a mobile device in hand at all times. Anyone who has conducted thorough resear ...
  • The Eye Of The Consumer Is What Makes A Brand 'Luxurious'
    I recently started a search for a new car. While I have a fairly good idea of what my budget is and what vehicles fall under what I am willi ...
  • Marketers Must Place Greater Emphasis On Loyalty
    One of the largest differences between Millennials and the generations that came before them is that they are much less loyal. For example, according to a recent Pew Research Cent ...
  • Marketers Must Note Differences Between Old Wealth And New
    Not all affluent consumers are created equally. I'm not talking about dollar value here - I am talking about interests and age. It's estimated that there are currently over ...
  • Marketers Should Keep It Short In 2014
    We all know that Millennials have the ability to interpret a message within a few seconds due to what has been characterized as a decreasing attention span. However, a rece ...
  • Why Money Isn't Always Everything
    During an age in which endless information is readily available at consumers' fingertips, it is more important than ever to highlight your brand's value - even in the eyes ...
  • Millennial Values Do Not Waver Despite Differences
    For better or worse, Millennials are often viewed as a singular group. They are often characterized as a "me-first" generation that would rather spend time "instagraming" their meals than havi ...
  • Young Wealthy Consumers Crave Experiences, Not Products
    As if it wasn't already a challenge to capture the attention of Millennial consumers, many young affluent consumers have been handed almost everything their hearts desire before even officially becomi ...
  • Jay-Z's 'Lack of Authenticity' Should Give Clue to Millennial Marketers
    Never underestimate the power of transparency, especially when trying to appeal to Millennials. According to recent research by celebrity branding expert Jeetendr Sehdev, hip-hop superstar Shawn "Jay-Z" Carter has ...
  • New Year's Resolutions
    As usual, January will represent the declaration of many New Year's resolutions. And while millions of people will be signing up for gym memberships or taking up a new hobb ...
  • Brands Must Market Practicality to Millennial Parents
    The generation that many groups have characterized as lazy and self-absorbed is suddenly entering the parental space. Millennials are starting to become moms and dads. As a matter of fac ...
  • Brand Marketers Should Expect Change Among Teens
    It's official - teens are using Facebook less often. It's a trend that most marketers have been privy to for a while now, however Facebook CFO David Ebersman's acknowledgement ...
  • Consumers Won't Buy Just Anything
    Despite their wealth, affluent consumers aren't as quick to dish out big bucks as one might think. In an October survey, Unity Marketing found that the top 20% of Americ ...
  • A Lesson For Marketers From Foodies
    No other generation has taken the term "foodie" to the level of Millennials. Just as the amount of Instagram photos of duck confit has risen in recent years, so h ...
  • Brand Marketers Targeting Millennials Should Try Mom And Dad
    Millennials are sometimes characterized as a lazy, indifferent generation with a natural sense of entitlement. In my opinion, this could not be any further from the truth. However, one undeniab ...
  • Wealthy Are Driving Force Behind Brick-and-Mortar Survival
    Lines literally stretched blocks last week as millions of consumers around the world queued up outside Apple stores eagerly waiting to get their hands on the new iPhone 5S. Ma ...
  • Older Brands Can Still Capture Millennial Attention
    Just because you're older, it doesn't mean you can't still be "with it." Some brands fail to understand this, which can lead to decreased sales and, in some cases, the ...
  • Need For Integration Magnified When Reaching Affluents
    Purse strings and wallet depth are not the only things that separate the wealthy from the rest of the population - their media consumption does, as well. A survey conduct ...
  • Giving Them Something To Talk About
    I have a confession to make. A few weeks ago, thousands of my peers attended an event called the Electric Daisy Carnival over at Citi Field in Flushing, Queens. ...
  • The Key Is Choice
    Millennials have quickly become the most coveted target demographic for brands. The reasons for this are clear. This group (generally considered to be consumers between the ages of 18 a ...
  • Don't Forget About Video When Allocating Your Social Media Spread
    Most brands include the usual suspects in their social media arsenal - Facebook, Twitter and the ever-growing Instagram - thinking all bases are covered. However, video platforms like the immense ...
  • Appeal To Emotion, Not Environmental Logic
    What separates human beings from other walks of life is that we are guided by emotions. While we are constantly inundated with thousands of ads every day, we often ma ...
  • Discover The Trends, Remember The People
    Nielsen recently released overall numbers for 2012. While some statistics were expected, others were surprising. Among the most baffling is the fact that only 6% of teenagers said that Twitt ...
  • Reflecting For A New Resolution
    As the year comes to an end, the prevalence of social media is more important than ever, allowing for a constant dialogue between brand and consumer. Marketers continue to ...
  • They've Said It Before And I'll Say It Again: The Key Is Transparency
    Newsweek recently released its Green Rankings 2012 list, which highlights America's greenest companies. Environmental impact has become one of the biggest selling points for brands when striving to gain consum ...