2012 New Face of Affluence Survey Top Line Findings
©Dwell Media, LLC, 2010. Proprietary and Confidential property of Dwell Media LLC, provided under license only. No further distribution permitted. All rights reserved.
Dwell Insights Group Overview
New Face of Affluence Survey Background/Methodology
NEW Comparative Analysis: New Affluents v. General Affluent Population (GAP)
Emergence of the “design-centric consumer,” impact of design across all
industries all aspects of the consumer experience, brands/companies that
exemplify “good design”
Social Media – what is really going on out there, what marketers can expect
from social media efforts
New Affluents’ brand relationships – “authentic brands” and what makes a
brand “authentic”
NFA 2012 Top Line Agenda
Independent Research Division of Dwell Media LLC
DIG Mission: To identify, track, and contextualize market trends, behaviors, and attitudes for design-driven companies/brands
Not just what, but why.
Design as Differentiator -- Across Industries and Disciplines
Businesses across all categories leverage design to create more meaningful connections with customers.
Technology
Consumer Packaged
Goods Financial Services Retail Travel
Home + Home
Furnishings Automotive
good Design = good Business
Inside Dwell Panel
Inside Dwell Panel served as the catalyst for the NFA
survey
Primary Common Denominator: Strong design sensibilities
Attitudinal and Behavioral Characteristics
• More individualistic
• More opinionated
• More risk oriented
• More inclined to offer advice to others
• More inclined to be one of the first to buy new products
Attitudes and behaviors among highest income segments
differed from commonly held assumptions about affluent
consumers
Discovering The New Face of Affluence
Profiling Statements • Owning good quality things brings me enjoyment
• I like to stand out from others
• I am usually one of the first to try new products/services
• I think of myself as a creative person
• I try to keep up with technological developments
• I believe in protecting the environment
Sizing the New Affluent Market • 2009 Segmentation Study, Mendelsohn Affluent Survey
New Affluents Segment – Key Qualifiers: • Minimum $100K+ HHI
• Agreement with 5 out of 6 value statements
New Affluents
The Rich ARE Different.
8.1 Million Heads of Households
$ 636 Billion in Spending
F. Scott Fitzgerald
”
What We’ve Learned…New Affluent Profile
Are highly self-directed and empowered consumers; more likely to lead
than follow; far less likely to concern themselves with social status,
external approval
Determine the brands that define them, not the other way around
Are discerning consumers and more deeply involved in the goods,
services, and companies – the brands -- in their lives
Are highly opinionated and share their views with others
Are tech and media savvy. Texting, Tweeting, Searching, Blogging, and
“Liking”
…that there is always more to learn
New Face of Affluence 2012 Methodology
Target Sample: • Inside Dwell Panel. Minimum HHI $100K+
Field Dates: • April 18 – May 3, 2012
• May 11 – May 20, 2012
Response Rates: • Panelists Invited: 1,887
• Panelists Completed: 1,025
• Overall Response Rate: 54%
Geographic Distribution/Weighting:
• Representative of U.S. population distribution of $100K+ Adults
General Affluent Population Sample: • Fielded among Vision Critical panel April 23 –
April 30, 2012
• Sample included Adults in $100k+ HH
• Data weighted to be representative of $100k+ Adults for Gender, Age, Income, Geography (Source: IPSOS Mendelsohn Affluent Survey)
Image tbd
Who they are Why they matter
New Affluents
New Affluents – Wealthier, and More Educated than the General Affluent Population (GAP)
Base: Total New Affluents, n=1,025
*Source: 2011 Ipsos Mendelsohn Affluent Survey, U.S. Adults, HHI $100,000+
2012 New Affluents
General Affluent Population
Gender: Male 57% 51%
Gender: Female 43% 49%
Age: 18-34 11% 27%
Age: 35-49 54% 33%
Age: 50+ 35% 39%
Age: Median 47 years 46 years
HHI: $100-$199K 72% 80%
HHI: $200-$299K 17% 12%
HHI: $300K+ 11% 8%
HHI: Mean $206,000 $189,000
Employed 89% 76%
Education: College Degree+ 88% 54%
Children in Household: Yes 40% 38%
100%
90%
43%
94% 98%
68%
97%
Apparel, Shoes, Accessories
Appliances and Home Fixtures
Automotive - Cars/Trucks
Consumer Electronics
Furnishings and Home Goods
Jewelry and Watches
Travel
2010 2011 2012
New Affluents Buy – Have Been and Continue To Be In-Market
Any Plans to Purchase In-category
Q. In the next 12 months, how many times do anticipate you might purchase/transact in each category below for yourself or others? Give us your best estimate.
Base: Total New Affluents, 2011/2010 n= 792; 2012 n=1,025
14.9
4.5
0.6
3.6
1.6
7.5
3.2
13.1
3.1
1.1
2.9 2.5
4.8
2.2
Apparel, Shoes, accessories
Appliances and Home Fixtures
Automotive - Cars/Trucks
Consumer Electronics
Financial Services Furnishings and Home Goods
Jewelry and Watches
New Affluents
General Affluent Pop.
New Affluents’ Purchase Frequency/Volume is Greater than the GAP
Average Number of Purchases (Mean), Next 12 Months
Q. In the next 12 months, how many times do anticipate you might purchase/transact in each category below for yourself or others? Give us your best estimate.
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
New Affluents Develop Stronger Brand Affinity
Statement Agreement: Top 2 Boxes (5, 4)
Q. Tell us how much you agree with each statement using a 5-point scale where “5” means “Completely agree” and “1” means “Do not agree at all”.
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
80% 80%
74%
65% 62%
65% 68%
59% 60%
54%
I will go out of my way to acquire a product or
brand that I like
I will pay more for a product or brand that I
like
Certain brands provide experiences, not just products and services
I seek out products from brands and companies
that are authentic
Certain companies and brands reflect my values
and what I believe in
New Affluents
General Affluent Pop.
86%
83%
79%
63%
49%
47%
82%
70%
56%
52%
36%
41%
I rely on my own personal taste rather thanfollow trends
I consider myself a knowledgeable anddiscerning consumer
A personal sense of style is important to me
I am usually one of the first to try newproducts/services.
I tend to be ahead of the curve at spottingtrends before they happen
Others consider me an opinion leader
New AffluentsGeneral Affluent Pop.
Compared to the GAP, New Affluents Have a Stronger Sense of Self, Independent Thought, Personal Style, Ahead of the Curve
Statement Agreement: Top 2 Boxes (5, 4)
Q. Tell us how much you agree with each statement using a 5-point scale where “5” means “Completely agree” and “1” means “Do not agree at all”.
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
Powerful Brand Advocates - Not Shy About Sharing Their Thoughts and Opinions
On average, New Affluents are talking about what they like - brands, books, movies, products, restaurants - with 10 or more people every week
In the last three months, 90% of New Affluents talked about brands, and 84% recommended others purchase a specific brand
New Affluents Are More Powerful Brand Advocates and Influencers Than the GAP
Categories of Brands Recommended by New Affluents
Q. Thinking only about the last three months, have you done any of the following specifically related to any company or brand in these categories? Recommended someone purchase a brand
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
43%
41%
41%
33%
31%
30%
25%
13%
11%
27%
31%
30%
15%
28%
16%
23%
18%
11%
Consumer Electronics
Apparel, Shoes, Accessories
Groceries and Packaged Goods
Furnishings and Home Goods
Travel
Appliances and Home Fixtures
Cars/Trucks
Financial Services
Jewelry and Watches
New Affluents
General Affluent Pop.
*
What’s on their minds? What’s their mood?
New Affluents
40%
23%
10%
7%
4%
4%
12% U.S. economy
The environment
Innovation
Social issues
U.S. food supply and sources
Global economy
All others
The U.S. Economy Remains the ONE Most Important External Factor in Personal Decisions
Q. Please tell us which ONE external factor is MOST important to your personal decisions.
Base: Total New Affluents Responding, n=959
Statement Agreement: Top 2 Boxes (5, 4)
94% 91%
74%
63% 59% 57%
40%
Enjoying good physical health
Maintaining emotional health
Protecting the environment
Earning financial success
Achieving career success
Raising a family Being active in the community
2010
2011
2012
+5
Physical and Emotional Health Continue to be the Aspects of Life that Matter to Nearly All New Affluents
Q. Please tell us how important each of these is to you using a 5-point scale where “5” means “Extremely important” and “1” means “Not at all important”.
Base: Total New Affluents, 2010 n=1,075; 2011 n=792; 2012 n=1,025
85%
63%
63%
62%
61%
56%
51%
50%
49%
49%
41%
Technology permeating all aspects of life
Awareness of food sourcing
Consumers supporting local businesses and products
Separation of the “haves” and “have-nots”
Social media replacing in person interactions
Political partisanship and polarization
Pace of innovation
Downsizing of the home
Importance placed on protecting the environment
Urban living
Importance of design in all aspects of life
More New Affluents See “Technology Permeating All Aspects of Life” Increasing in the Next 12-24 Months
Top 10 Trends to Increase in
12-24 Months in U.S.
Q. Tell us if you believe the rate of the following trends will increase, decrease or stay the same in 12-24 months specifically in the U.S.?
Base: Total New Affluents, n=1,025
*
22
NAs vs. GAP – Why do NAs matter?
• NAs are a distinct, discerning, and empowered segment of the affluent market
• Wealthier, more educated, and more influential than the GAP
• Develop stronger brand affinities and are more powerful brand advocates
• Determine the brands that define them, basing their decisions on their personal
style and substance of the brand, not trends or brand name alone
Key Takeaways
Emergence of The Design-Centric Consumer
97%
90% 90% 89% 88%
60% 61%
55% 55% 53%
I believe that good design enhances my life
I am willing to pay more for a product that
reflects my style and sense of design
I tend to buy products with unique and
innovative design
I tend to prefer brands that have a clear focus
on product design.
My style and design sensibility is an
important aspect of who I am as a person.
New Affluents
General Affluent Pop.
Design Matters More to New Affluents, but the Majority of the GAP is Attuned to
Good Design, Will Pay More for Products that Reflect their Style/Sense of Design
Statement Agreement: Top 2 Boxes (5, 4)
Q. Tell us how much you agree with each statement using a 5-point scale where “5” means “Completely agree” and “1” means “Do not agree at all”.
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
98%
98%
93%
85%
85%
82%
81%
69%
69%
68%
63%
57%
64%
79%
63%
54%
65%
62%
76%
45%
64%
59%
54%
47%
Buildings and architectural exteriors
The way a product looks, feels, and functions
The layout of a room or space in someone’s home
Lights and lighting
The way a website works
The way a product is packaged
A dish prepared in a restaurant
How a city or town is laid out
The attire of others
Product displays in a store
Acoustics and sound
Advertisements in a magazine or newspaper
New Affluents
General Affluent Pop.
While Not Quite as Design-Centric as New Affluents, the GAP is Becoming More Conscious of Good Design in All Aspects of Life
Notice Design in Every Day Life: Top 2 Box
Q. How often do you specifically and consciously take note of the “design” of the following in your everyday life? Always, Frequently, Sometimes, Never
Base: Total New Affluents, n=1,025; General Affluent Population, n=251
57% 40% 34% 28% 26% 25% 21% 19% 16% 13%
“Design Matters Most” to New Affluents When It Is “Functional,” “Beautiful,” and “Simple”
Q. Complete the following idea. “Design matters most to me when it is…”
Base: Total New Affluents, n=1,025
Functional
Beautiful Simple
Elegant Timeless Intuitive
Efficient Innovative
Sustainable Authentic
What Good Design Means to Me…
timeless
Good design inspires
Design that is satisfying to the soul and endures over time.
a feeling of peacefulness
Anything that makes my life easier while pleasing me aesthetically
calming Good design is thoughtful
uncomplicated Good design makes life more efficient
innovative and functional
Good design is easy to use, practical, and beautiful in its simplicity
What Good Design Means to Me…
a balance of form and function
functional
Clean Simple
sustainable Pleasing to the eye/heart/mind
Good design, good life
Top Brands New Affluents Say Exemplify “Good Design”
Q. Which brands, if any, do you believe best exemplify “good design” within each of the categories listed below?
Base: Total New Affluents Responding, n=667
By Category
#1 #2 #3
Apparel, Shoes, Accessories Patagonia Cole Hahn Nike
Appliances and Home Fixtures Bosch Miele IKEA
Automotive - Cars/Trucks Audi BMW Volkswagen
Consumer Electronics Apple Samsung Sony
Financial Services ING USAA Chase
Furnishings and Home Goods IKEA Room & Board Crate & Barrel
Groceries and CPG Whole Foods Trader Joe's Method
Jewelry and Watches Movado Rolex Tag Heuer
Online Websites Apple Amazon CB2
Stores/Retail Locations Apple IKEA Anthropologie
Travel Virgin American Airlines Jet Blue
Top Brands New Affluents Say Exemplify “Good Design” ($300K + HHI)
Q. Which brands, if any, do you believe best exemplify “good design” within each of the categories listed below?
Base: Total New Affluents Responding, n=667
MERCEDES ROOM & BOARD FIDELITY FOUR SEASONS GAGANEAU GUCCI HERMES ARMANI KEEN LG METHOD MOVATO PANASONIC PORSCHE ROCHE BOBOIS SWISS ARMY TOYOTA WILLIAM SONOMA
APPLE AUDI CRATE & BARREL SONY AMERICAN EXPRESS BMW WHOLE FOODS
BANG & OLUFSEN MIELE W HOTELS BOSCH CHASE TRADER JOE'S NEST HYUNDAI HONDA DESIGN WITHIN REACH SUB-ZERO
*
31
Key Takeaways
What does the emergence of the design-centric consumer mean for your
business?
• Emergence of the “design-centric consumer” is good for your business – all
businesses, large and small, all industries
• Creates new and more ways to differentiate and engage consumers
• Attention to the design of your product, service, packaging, communication,
customer service, operations can have unprecedented impact
New Affluents And Social Media
Tool or Toy? “Like” or Not?
94%
85%
58% 53%
33%
97%
90%
72%
58%
34%
99%
89%
78%
66%
28%
Email Mobile device – phone calls
Mobile device – texting Social media Home phone
2010
2011
2012+35
+24
New Affluents are Heavy Users of Technology - Increases in Texting and Social Media Usage Continue among New Affluents
Daily Usage of Technology/Media to Connect With Others
Q. How often do you rely on the following to connect to others? (Continuously throughout the day, Several times a day, Once a day, Weekly, Monthly, Less than monthly, Don't use)
Base: Total New Affluents, 2010 n=1,075; 2011 n=792; 2012 n=626
% Increase 2010-2012
91%
73%
37%
72%
36%
54%
92%
76%
58%
71%
48% 50%
88%
80%
71% 71% 65%
57%
Websites Radio Mobile apps TV Social media Print
2010
2011
2012
+82 +92
Daily Usage of Media for News, Information, Entertainment
In 2012, Sharp Increases in Mobile Apps and Social Media among New Affluents
Q. How often do you rely on the following media sources for news, information, or entertainment? (Continuously throughout the day, Several times a day, Once a day, Weekly, Monthly, Less than monthly, Don't use)
Base: Total New Affluents, 2010 n=1,075; 2011 n=792; 2012 n=626
% Increase 2010-2012
Facebook LinkedIn Any blogs Twitter Pinterest Yelp Any
photo/video
sharing
Google+ Tumblr Any games Any book-
marking (e.g.
Digg, Reddit)
FourSquare
81%
55%
33% 33%
23% 23% 20% 19%
10% 8% 7% 6%
Weekly Use of Social Media Sites/Types
Facebook is the Most Popular Destination for New Affluents Using Social Media
35
Q. Which of the following types of social media do you use regularly, at least once a week, either on a computer or mobile/portable device? Select all that apply.
Base: Total New Affluents That Use Social Media, n=554
Portion noting “High Engagement” with each type of Social Media
What are they Doing “Out There?”
New Affluents Spend 44% of their Time with Social Media “Connecting With Others” Compared with 8% “Connecting With or Researching Brands/Products”
Q. How do you spend your time on all social media that you use? Please estimate for us approximately how your time divides up among the following. Totals should equal 100%
Base: Total New Affluents That Use Social Media, n=554
44%
23%
16%
8%
3% 6%
Connect with others
Gather news and information
For entertainment
Connect with or research brands/products
Play games
Other
43%
32%
29%
16%
41%
43%
42%
51%
16%
25%
28%
34%
Social media makes it easier to stayconnected with people I care about
Social media is a useful andimportant tool in my life
Social media is not a good use of myvaluable time
Social media has a negative impacton our society
Completely, Strongly Agree Moderately Agree, Slightly Agree Do Not Agree At All
Most New Affluents Agree that Social Media Make It Easier to Stay Connected, But Support is Still Somewhat Lukewarm
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
Younger New Affluents Likely to View Social Media as a Useful Tool, but Also Something That has Negative Impact
Statement Agreement: Top 2 Boxes (5, 4) Age Ranges
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
59%
48%
27% 26%
45%
31%
24%
12%
29%
25%
35%
16%
Social media makes it easier to stay connected with people I
care about
Social media is a useful and important tool in my life
Social media is not a good use of my valuable time
Social media has a negative impact on our society
18-34
35-49
50+
Female New Affluents Appear to Have Greater Affinity Towards Social Media
Statement Agreement: Top 2 Boxes (5, 4) Gender
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
36%
27%
31%
14%
47%
36%
25%
16%
Social media makes it easier to stay connected with people I
care about
Social media is a useful and important tool in my life
Social media is not a good use of my valuable time
Social media has a negative impact on our society
Male
Female
Attitudes Toward the Commercialization of Social Media by Companies/Brands are Also Somewhat Tepid
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
37%
28%
26%
21%
18%
44%
65%
55%
43%
44%
19%
7%
19%
36%
38%
A company or brand needs to be actively involvedwith social media to be successful today
I trust online reviews and comments from othercustomers about brands and companies
Social media is an effective way companiesexpress their values and personalities
Social media makes it easier for me to get intouch with brands and companies
Social media offers me a better way to make apersonal connection with brands and companies
Completely, Strongly Agree Moderately Agree, Slightly Agree Do Not Agree At All
45%
41%
30% 28%
24% 25%
34%
25%
21%
16%
24%
31%
22%
12% 12%
I trust online reviews and comments from other
customers about brands and companies
A company or brand needs to be actively involved with social
media to be successful today
Social media is an effective way companies express their values and
personalities
Social media makes it easier for me to get in touch with brands and
companies
Social media offers me a better way to make a
personal connection with brands and companies
18-34
35-49
50+
Younger New Affluents More Likely to Trust Online Reviews from Others; Brands Need to be on Social Media to Succeed
Statement Agreement: Top 2 Boxes (5, 4) Age Ranges
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
28%
23% 22%
16% 14%
42%
32%
28%
21%
18%
A company or brand needs to be actively
involved with social media to be successful today
I trust online reviews and comments from other
customers about brands and companies
Social media is an effective way companies express their values and
personalities
Social media makes it easier for me to get in touch with brands and
companies
Social media offers me a better way to make a
personal connection with brands and companies
Male
Female
Female New Affluents Show Openness to Social Media as a Brand Tool
Statement Agreement: Top 2 Boxes (5, 4) Gender
Q. Please tell us how much you agree with each of the following statements about social media: 5 - Completely agree, 4 - Strongly agree, 3 - Moderately agree, 2 - Slightly agree, 1 - Do not agree at all.
Base: Total New Affluents Responding, n=626
49%
45%
42%
29%
29%
28%
12%
10%
8%
6%
To get deals and savings
When I’m planning a purchase
To stay informed and educated
Get the latest information in real-time
To participate in contests and prizes
To give a company/brand feedback, share my opinions
For a community of like-minded others
For a better experience with the company/brand
To reflect my personality
For entertainment purposes
When New Affluents Do Connect with Brands via Social Media, it is Most
Likely When Purchasing or Looking for Bargains – Not to be “Social”
Q. What are the main reasons why you might connect with a company or brand using social media? Select up to three reasons:
Base: Total New Affluents Connect With Brands Via Social Media, n=372
54%
47%
45%
40%
37%
32%
27%
21%
17%
13%
13%
11%
10%
10%
8%
4%
Online customer reviews
Retail/shopping websites
Company/manufacturer websites
Friends and family
In-store shopping
Any other websites
News and information websites
Magazines - print or e-book/tablet
Magazine websites
Exhibitions/industry shows
Mobile apps
Social media
Newspapers - print or e-book/tablet
Sales consultants in a store
Radio: any
TV: any
When New Affluents Research Products/Brands, They Rely Most on “Online Customer Reviews,” Social Media, Per Se, Much Less
Dependence on Resource for Product/Brand Research: Top 2 Box
Q. In general, when you want to research products or brands to purchase or find out about new products, how much do you rely on each resource? 5: Rely on the most, 4: Rely strongly, 3: Rely somewhat, 2: Rely slightly, 1:Do not rely on at all
Base: Total New Affluents Responding, n=626
60%
55%
50%
42%
31%
30%
28%
17%
16%
16%
46%
44%
55%
36%
41%
32%
27%
22%
12%
11%
Retail/shopping websites
Company/manufacturer websites
Online customer reviews
In-store shopping
Friends and family
Any other websites
News and information websites
Magazines - print or e-book/tablet
Mobile apps
Social media
NAs HHI $300k+
NAs HHI $199-$299k
Higher-earning New Affluents Turn to Retail and Manufacturer Websites for Information about Products and Brands
Rely on for Purchase Info (Top 2 Box)
Q. In general, when you want to research products or brands to purchase or find out about new products, how much do you rely on each resource?
Base: Total New Affluents Responding, n=626
44% 44% 42%
37%
32% 30%
24%
17% 15%
Apparel, Shoes,
Accessories
Travel Furnishings and Home
Goods
Consumer Electronics
Appliances and Home
Fixtures
Automotive (Cars/Trucks)
Groceries and Packaged
Goods
Jewelry and Watches
Financial Services
Categories New Affluents Most Frequently Engage Using Social Media
Percentage Engaged with Each Category through Social Media
Q. Thinking only about the last three months, have you done any of the following specifically related to any company or brand using any social media in these categories? Select as many actions as apply.
Base: Total New Affluents Responding, n=626
“Social Brands” Getting it Right
Q14. What are some of the brands or companies with which you regularly connect using social media? Can you give us an example of something that you particularly like that these companies/brands do to connect with you via social media?
What Successful “Social Brands” are Doing Right
Q: Tell us what is it that makes a brand authentic?
Base: Total New Affluents Responding, n=704
I like Patagonia's blogs about people that use their gear, and about their corporate social responsibility program.
Pearl Paint & University Art (both artist supply stores) post specials, sales & free demonstrations
Room and Board for decorating ideas
I like that these brands offer exclusive content via social media -- it's not just a regurgitation of messages or offers you can get elsewhere.
Audi features great photos of their products, and ran a contest
They tell you what they are doing behind the scenes so that you feel you can understand them better and relate to what you see about them.
special events/sales for their "followers" ONLY! We find out about things before the general public
Mini especially has a creative, tongue-in-cheek approach that makes it more fun.
*
49
Key Takeaways
NAs and Social Media – Does your business/brand need a social strategy?
• Yes. Even if your social media strategy is to NOT be a “social brand” ; consumers
and competitors will manage your brand if you do not
• Currently, most of the time NAs spend on social media is for connecting with
others, but they are warming up to a direct relationship with “social brands”;
significant percentage expect brands to have a presence, and that social media
can be good for brands/companies
• Customers (online customer reviews), the “channel” (retail/shopping websites),
and your “store” (manufacturer websites) are still the most important resources
when New Affluents actively research products/brands/companies
• Successful social brands avoid overtly “talking business,” avoid the hard sell,
“socialize” using exclusive access, informing, entertaining; being true to their
brand/values, being authentic
Brand Engagement and Authenticity
“Authentic Brands”
New Affluents - Top 75 “Authentic” Brands
Q. In your mind, what are three truly authentic brands?
Base: Total New Affluents Responding, n=626
Top 15 Authentic Brands: New Affluents Compared to General Affluent Population
Q. In your mind, what are three truly authentic brands?
Base: Total New Affluents Responding, n=667; Total General Affluent Population Responding, n=180
New Affluents
General Affluent Population
#1 Apple Apple
#2 BMW Nike
#3 Patagonia Levi’s
#4 Levi’s Sony
#5 IKEA Coca-Cola
#6 Audi Ford
#7 Herman Miller General Electric
#8 Volkswagen Chevrolet
#9 Toyota Hewlett Packard
#10 Porsche Samsung
#11 Knoll BMW
#12 Whole Foods McDonald’s
#13 MINI Microsoft
#14 Room & Board Coach
#15 Coca-Cola Kraft
What Makes a Brand Authentic?
Q: Tell us what is it that makes a brand authentic?
Base: Total New Affluents Responding, n=704
A consistent passion for quality and elegance in all of their
products.
Alignment of brand image with product reality It's history: consistent quality over a long period of time.
A brand that is innovative while staying true to their product or service and the needs of their consumers/users.
A brand that strives to do just a few things but to do those things extremely well
A clear focus on a unified mission that permeates everything a brand does/makes.
t
54
Key Takeaways
Brand Authenticity – Does it matter?
• Yes. At least, the underpinnings of “authenticity” matter
• New Affluents respond positively to brands that know who/what they are and
“stick to it, stay true to their values, stand by their products/services, deliver on
their promises,
2012 New Face of Affluence – Learn More
Custom Data Cuts Demo (e.g., age, income, gender) Attitudinal (e.g, opinion leaders, environmentalists) Behavioral (e.g., buyers/plan to purchase, advocates) Design Centric Consumer Segmentation Brand Profiles (e.g, Design, Social Media ) Social Media Usage Profiles (e.g. devices, site usage detail) Luxury/High End Brands & Social Media Verbatim Summaries Custom Re-Contact Surveys Executive Summary Custom Webinars Contact: Michele Gerus, Director Client Services [email protected]
