• ENGAGE:AFFLUENT
    Why The Affluent Gen X Shouldn't Be Put Into A Corner
    There's an affluent group that shouldn't be getting the short end of the marketing stick - the nearly five million affluent American Gen X (aged 39 - 52). According to our Affluent Perspective Global Study, affluent Gen Xers generate 31% of the affluent spending across the eight categories monitored - everything from vacations and home furnishings to clothes and dining.
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    The Importance Of Direct Source Data In Marketing To The Affluent
    There are seemingly infinite data sources that marketers can utilize to help find their audience across media. The challenge they face is deciding how much to invest in data to maximize their return; in other words, will spending heavily on specific data to find the audience result in higher revenue than if they used a different source, or didn't use the data at all?
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    The Future Of Luxury: Understanding The Millennial Mindset Of Success
    Predicting the future of luxury has never been more nuanced than it is right now. Fortunately for luxury marketers, positive attitudes towards luxury act as powerful levers of purchasing behaviors. According to our Affluent Perspective Global Study, a majority of the world's most successful people are happy with their lives, and luxury often plays a role in that sentiment.
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    Luxury And The Age Of Distraction
    The erosion of attention in the era of "information overload" has become cliche. The disintegration of attention has long been related to computer technology. For instance, the first published use of the word "multitask" appeared in an IBM paper from 1965 in reference to a computer simultaneous processing powers and it has since become a mainstay in the popular idiom of the modern culture of distraction. It might be said that we're rapidly becoming beset with "digital amnesia."
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    All Affluent, Wealthy, And Luxury Consumers Are Not The Same
    Recently I attended a conference that focused on marketing to affluent consumers. As I listened to a day's worth of presentations, I realized that the speakers were using the market descriptors "affluent," "wealthy," and "luxury" interchangeably. However, based on the work we have done in these three market segments, we must note that while they overlap somewhat, the three categories relate in most respects to consumers with different demographic and behavioral profiles.
  • ENGAGE:AFFLUENT
    The Affluent Mobile Story Is Told Across Multiple Devices
    When pursuing an omnichannel approach, it's important to not only understand which device the consumer is on but, perhaps more importantly, that you're reaching the same consumer across various devices.
  • ENGAGE:AFFLUENT
    Inclusive Advertising In A Mobile-first World
    According to the Center for the Study of Women in Film and Television, female film protagonists reached an all-time high in 2016. Films like "Hidden Figures" and "20th Century Women" have predominantly female casts and have achieved enormous success in 2017. This comes a year after the infamous failure of the Motion Picture Academy to nominate a single actor of color or a single female director at the 2015 Oscars, an event that inspired the Equal Opportunity Commission to investigate the U.S. film industry, and to recently find them guilty of discrimination against female directors. In spite of the obvious ...
  • ENGAGE:AFFLUENT
    Stop Thinking Digital To Get The Attribution You Deserve
    In our data-driven world, guesses, feelings and estimates about how ads are performing are unacceptable. Advanced analytics tools are helping us see exactly how customers are moving down the digital path to purchase, and which marketing activities are responsible for driving those actions. But what if you're a digital marketer who works in an industry that does most of its business offline?
  • ENGAGE:AFFLUENT
    For The Affluent, A Lease Model Is No Longer Off Limits
    An uncertain economy might scare some marketers, but for others, it presents an interesting opportunity to adopt a new perspective. In the past, the affluent were often regarded as spenders - those who had money on hand and were willing to spend it on a major purchase. Yet, consumers today, especially the younger ones, are much less inclined to tie their money up in a big purchase.
  • ENGAGE:AFFLUENT
    Attention, Affluent Marketers: Please Watch Out For The Gap Between Millennials And Luxury
    Based on recent questions we have received about what’s really going on with Millennial consumers and their viewpoints on luxury and upscale products and services, we recently conducted a qualitative research study, “Millennials: Their Current and Future Need for Luxury,” in collaboration with The Luxury Marketing Council of Connecticut – Hudson Valley.   The exploratory study’s primary purpose was to lay the foundation for a more comprehensive understanding of Millennials' luxury-related passions, values, and buying habits in significant luxury and upscale markets. This study included both an online survey of 46 respondents and an in-depth, 90-minute focus group ...
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