Aspirations of the Millennial Homeowner

 

And how they will impact high-end brands

To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to.

That simple quote from Gibran helps me understand what’s going on in the housing market with Millennials. »  Read More

The Myth of Working vs. Non-Working Dollars

A new way of thinking for marketers of high-end brands

Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower than what the competition spends for a similar campaign. »  Read More

High-End Humor for the High-End Brand

This post was written by the Upward Home team

Humor is often the key ingredient in an advertising video gone viral. When we associate a high-end home brand with the great laugh we experienced, (thanks to its effective advertising campaign) we are hardwired to buy the product that made us feel good. »  Read More

Digital Storytelling in the High-End Market

 

Affluent Consumers want a connection. Not a sales pitch.

Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. »  Read More

Shocking Surprises About Affluent Consumers

New research reveals fascinating opinions among millionaires.

 

What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? »  Read More

The Impact of Millennials on High-End Home Brands

When they come off of the sidelines, they will be different. 

 

One of the biggest drivers of the sluggish U.S. housing recovery has been the fact that Millennials  – the 80+ million consumers reaching young adulthood around the year 2000 – have been sitting on the sidelines. »  Read More

Down But Not Out: How Affluents Shop for High-End Home Brands

You know the story, but do you know the lessons learned from it? 

 

Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above their income level,” said Unity Marketing’s Pam Danziger recently in Luxury Daily. »  Read More