A Team One Thought Leadership Initiative
THE GLOBAL AFFLUENT TRIBE™
Who they are. What they want. Where they’re going.
The wealthy are not who you think they are. Seismic shifts in culture, the global economy and technology have shaped the views of affluents around the globe today: their values, their expectations, their aspirations, and even the brands they support.
Since 2010, we have been studying modern affluents around the world to deeply understand what drives them. Through ongoing panels, interviews, semiotics studies and workshops, we help brands leverage these insights to create more memorable experiences and communication that earns premium pricing and enhances brand loyalty.
THE GLOBAL AFFLUENT TRIBE:
CONNECTED BY WHAT THEY LOVE, NOT WHAT THEY’RE WORTH.
Affluents today are very different than the old money of past generations.
They see their life not in terms of destinations, but as a perpetual journey of inspiration and self-discovery. They define success on their own terms and create their own paths, rather than embracing traditional badges of status. They are thoughtful about what they buy and own, seeking significance over opulence. They seek kinship based on shared passions and beliefs rather than lineage. Belonging is no longer about a velvet rope.
KEEPING UP WITH THE AFFLUENTS
Affluents around the world yearn to feel more connected with the things and the people that they value most, according to our latest 2016–2017 findings from The Global Affluent Tribe™ study. For this latest study, we conducted research across 14 countries and gathered insights from more than 4,700 affluents. We set out to understand what discerning consumers aspire to today, how they are spending their time, what’s on their bucket lists, and the role that culture and brands play in
For those working on premium brands, understanding the changing behaviors, motivations and values of the modern affluent has presented a unique set of challenges for global brands. Since 2010, Team One has been studying the evolving values of the wealthy to intimately understand what drives these aspirational audiences.
Across the globe, from Shanghai to London, from Mumbai to New York, what was most inspiring was when we looked past the obvious signifiers of division; our research revealed the emergence of a
EXPLORE AND APPLY OUR RESEARCH
We consult with leaders of luxury brands on new ways to meet the changing needs and behaviors of affluent customers. From brand innovation workshops to bespoke research, everything we do is customized to build relevance, support premium pricing, and leverage the new codes of affluence.
To learn more about how we make luxury brands more compelling and valuable, contact us here.