How to grow via premiumisation
This article is part of a series of articles on premiumisation. Read more.
Need to know
- In recent years the traditional price/status hierarchy has broken down – mid-market brands have suffered as consumers trade both up and down.
- Status has become less about what you have and more about who you are.
- Two thirds of consumers not only say they want sustainable products or experiences but actively switch to boycott a brand based on their sustainability credentials – companies are therefore growing increasingly conscious of their role in sustainability and building it into...