The redefinition of affluence in an evolving Middle East

Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • It’s not straightforward targeting affluent individuals in the Middle East, as a new, toned-down aesthetic is coming to the fore.
  • To connect with this audience, marketers must understand how to target wealthier consumers based on subtler cues and evolving values.
  • The ‘you’ve earned this’ brand message is powerful. This could be a call to action for the affluent consumer who otherwise might not have taken the time to celebrate his or her achievement.
  • Innovative luxury brands recognize...
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