In the first article we wrote back in February, we introduced a global audience group that we call modern affluent consumers. These are people who use their disposable income to make discretionary purchases on premium products and services across categories that boost their ‘cultural capital’.
Our research into this audience over the last few years has helped us develop an evidence base around the types of behaviors they exhibit when purchasing premium products and services. Our findings demonstrated that they are primarily led by hedonic motivations over more utilitarian Read full story ›
Source: The Drum