A global affluent majority representing nearly 70% of today's wealthy. They are connected more by what they love than by where they live.
Today’s affluent consumers are changing rapidly, redefining their pursuit of luxury, success, and fulfillment. Seismic shifts in society, technology, and the global economy have shaped who they are, their values, aspirations, and even the brands that they support.
Since 2010, we have been studying this influential audience to deeply understand what drives them and how they aspire to live. Through ongoing multi-year surveys, interviews, ethnographic and semiotic studies, we help brands leverage these insights to create more impactful communication and experiences that earn premium pricing and build brand loyalty.
Leveraging their resources to drive change.
The Collective is very different from the old money of past generations.
In our earlier research, we’ve detailed how their journeys have become symbolized by inspiration and self-discovery. They define success on their own terms and create their own paths, rather than embracing traditional expectations and badges of status.
But this year, the Collective has taken a step forward; with the shift in belief that their passions and values occupy a higher priority than lineage, they’re opting to take action. Their wealth has become a tool for positive impact rather than mere status - and they expect the brands they engage with to aid in that impact.
THE FIVE CORE VALUES PROVIDE THE STABLE FOUNDATION FROM WHICH ALL CHANGE AND INNOVATION SPRING. THIS UNIQUE COMBINATION OF STABILITY AND ADAPTABILITY IS WHAT MAKES THE COMMUNITY SUCH A POWERFUL AND ENDURING FORCE IN SHAPING THE FUTURE OF AFFLUENCE AND CULTURAL TRENDS IN GENERAL.
A PERIOD OF ENLIGHTENMENT
2024
say their money is better spent when it makes a positive impact on society.
believe luxury brands should lead in environmental sustainability.
As we approach the halfway point of the 2020’s, the Collective’s priority can be characterized by two words: Action and Growth.
Today’s affluent are entering a period of enlightenment, wherein they’ve reimagined what their ideal lives can be, and are now taking the steps to make that life a reality. This era of introspection and experimentation has led them to recalculate the value of money, time, relationships, and technology, leading them to reformulate their ambitions.
As a result, they are holding brands to higher standards — to share their values and act as the patrons of positive change in the world. Modern brands are thought to have a responsibility to support the changing dreams, ideas, and aspirations of the Global Affluent Collective.
prefer purpose-driven brands to prestige-driven ones.
Explore and Apply our Research
We consult with leaders of premium 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 premium brands more compelling and valuable…
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