David Measer

Articles by David All articles by David

• To Understand Coastal Elites, Start By Looking At Middle America in Marketing Daily on 08/24/2017
  

  Trends no longer originate just from the big urban centers, and marketers would be wise to take an inside-out approach to understanding changing American audiences.

• Affluents And The Bourbon Boom in Engage:Affluent on 12/28/2016
  

  If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The "International Wine and Spirits Review" forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka and Scotch before it, bourbon is having its moment.

• Affluents And The Bourbon Boom in Engage:Affluent on 12/14/2016
  

  If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The International Wine and Spirits Review forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka and Scotch before it, bourbon is having its moment.

• Affluents And The Bourbon Boom in Engage:Affluent on 07/27/2016
  

  If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The International Wine and Spirits Review forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka and Scotch before it, bourbon is having its moment.

• Online Shopping With The Affluents in Engage:Affluent on 05/18/2016
  

  It has long been assumed that affluent shoppers prefer shopping online, while their lower-income counterparts prefer the brick-and-mortar outlets. While this is sometimes true in the big picture, there are multiple shades of grey, especially in what they buy, how they shop, and what they value as they shop. And as internet shopping grows in sophistication and scope, there are a few important ways to keep focused on affluents' unique flavor of online shopping behavior.

• Are Affluents Angry, Too? in Engage:Affluent on 03/16/2016
  

  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?

• Affluents And The Bourbon Boom in Engage:Affluent on 01/20/2016
  

  If you haven't noticed, there's a boom in American whiskey right now. Led by bourbon, the category has grown 40% in the past decade, with revenue growth of 47% to $2.7 billion in 2014. The International Wine and Spirits Review forecasts 20% growth in the next five years. Supply can hardly keep up with demand, leading to shortages of the amber liquid in top markets across the country. And it's the favorite way for pop culture heavyweights to booze up, from Don Draper on "Mad Men" to Frank Underwood on "House of Cards" to Raylin Givins on "Justified." Like vodka and Scotch before it, bourbon is having its moment.

• Do Affluents Care About The Wealth Gap? in Engage:Affluent on 11/18/2015
  

  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 frequently as candidates fan out across the United States for primary and national elections.

• The Anxiety Of Millennial Affluents in Engage:Affluent on 09/18/2015
  

  Sure, we all know the Millennials. You know, the biggest generation ever. The ones so full of optimism and creativity. The ones obsessed with technology. The ones living with their parents. But not much attention is paid to the affluent ones, the ones with HHI at over $180k. Can we measure them with the same yardstick that we measure the rest of the 76.4 million of their generational cohorts? The answer is yes and no.

• Sports And The Changing Face Of Masculinity in Engage:Men on 05/15/2014
  

  When Kevin Durant accepted his MVP trophy, he said very little about himself. Instead, he singled out every one of his current Oklahoma City Thunder teammates and told them how much he appreciated them, how much he learned from them, and how much his success hinged on their contributions. He told Russell Westbrook, "I love you, man, I love you." Then, he looked at his mother and summarized his humble beginning, the circumstances of his upbringing, and told her that she was "the real MVP."

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