Reaching new heights: Understanding the nuances and potential of affluent consumers in a changing market

Affluent consumers, with a market value of $3.2 trillion and spending four times that of average consumers, are a powerhouse of influence. Yet connecting with this audience has grown increasingly complex as the definition of wealth evolves beyond traditional measures to include time, health, access and personal values.

To navigate this shifting landscape, our latest report, “Reaching new heights: Understanding the nuances and potential of affluent consumers in a changing market,” introduces the transformative Powering Prosperity framework. This culture-forward, human-centered approach identifies high-growth affluent communities and their evolving needs by exploring disruptive forces, shifting values, and motivations.

Our research highlights three key affluent personas along with two emerging groups poised to join the affluent sphere. By leveraging these insights, brands can:

• Drive innovation and co-create impactful products.
• Build tailored strategies to foster meaningful engagement.
• Connect authentically with affluent consumers' evolving aspirations and values.

This influential audience presents unparalleled opportunities for brands ready to adapt and innovate. Dive into our findings to discover actionable strategies for engaging the affluent market in meaningful and forward-thinking ways.