Why You Should Ban the L-Word Now

 

The times are changing—and reaching new affluents requires creative marketing for high-end home brands

 

Do you like luxury?” Affluent and aspiring-affluent Millennials may be saying no, but their lifestyle habits suggest otherwise.

Millennials view the “luxury” label with suspicion, as an elitist holdover from a bygone era with little meaning other than a high price tag. »  Read More

180 Degrees from Thurston Howell III

A shortcut for how to think about affluent consumers.

 

One of the most important jobs for a marketer of high-end brands is to understand the incredibly complex diversity of affluent consumers in the marketplace. They are not a one-dimensional group, even if the mainstream media tends to portray them that way. »  Read More

Understanding the Most Sought-After Segment of Affluent Americans

Business leaders are the heaviest spenders.

 

Affluent consumers drive the U.S. economy.

In an economy where consumer spending accounts for 70% of the country’s gross domestic product, Affluents account for more than 40% of this volume. They are twice as likely to buy, and when they do, spend 3x more than the average household in many categories. »  Read More

Another Smart Way to Segment Affluent Consumers

High-end home brands can benefit greatly by better understanding consumers.

 

One of the common themes at Upward Home is this: affluent consumers are not a homogeneous group who can be marketed to in the same way. Rather, they are remarkably diverse – in terms of their buying and usage patterns, media consumption, and their path-to-purchase. »  Read More

The 2015 Checklist for High-End Home Brands

A few thought-provoking questions to help jump-start your year. 

 

Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. »  Read More

Affluents Tell High-End Home Brands How to Engage Them

New research illustrates how consumers are engaged by medium.

 

If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts?

A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and platforms – and asked them to weigh in on how engaged they are with those messages. »  Read More