Affluent Consumers

This presentation focuses on the current spending habits of affluent consumers in the US, defined here as households with incomes of $150,000 or more.
A general change in status and privilege markers is noted: the old mindset of "exclusivity" and "trendiness" has been replaced by a new mindset of "principles" and "purpose", linked to a heightened sense of social responsibility. The purchase of luxury brands is justified by the products' quality, rather than their function as status symbols. The affluent are willing to take risks, being more self-assured than those on lower incomes. The affluent are less concerned about the recession; they are less likely than those on lower incomes to have been left worse off by the downturn. However, the affluent are more...

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