Michela FINAL

8/8/2019 Michela FINAL

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Michela OConnor AbramsPresident, Dwell Media


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Brand Experience

Dwell Community


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2,250 affluent panel members

Household incomes of$100,000+

AndAgreement with 5 of 6 psychographic

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.

An ongoing effort to track, chronicle, and contextualize the habits of NewAffluents and make that intelligence available to trend watchers.

The New Face of Affluence Panel


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A range of cohesive topics explored

A specific recent important personal

purchase. They identified the purchasetype, brands under consideration, pricing

as well as personal motivators, product

attributes, and factors related to brand

selection.

The New Face of Affluence Studies

Panelists are asked about:

Overall life values, current concerns,

and factors in general decision making

Attitudes and motivations around

consumerism and brands

Brand engagement and advocacy


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Age Breakdown

18%

28%

54%


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I rely on my own personal taste rather than trends

I like to offer advice to others

People often ask my advice when making

important purchase decisions

I consider myself and opinion leader

95%

91%

90%

85%

79%

23%

Influential and independent

94%

74%

71%

66%


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Busy Modern Lives

85% spend their free time eitherworking out or developing new skills

and knowledge

78% of them travel and enjoysocializing with friends and family.

58% devote time to helping take careof others, whether that means their

parents or people in their community

16% say Its easy for me toprioritize and find balance in my life.


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These core concerns are top

of mind when New Affluents

make decisions for themselves

or their families.


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New Affluents purchase decisions are

inspired by a strong sense ofself.


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New Affluents Identify Important Aspects of Life

93% Enjoying Good Physical Health

93% Maintaining Emotional Stability

72% Protecting The Environment

69%Achieving Financial Success

65% Earning Career Success

63% Raising a Family

35% Being Active in the Community

12% Achieving Status in Society


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Important Aspects of Life: Parents Generation at Same

Stage of Life

45% / 93% Enjoying Good Physical Health45% / 93% Maintaining Emotional Stability

7% / 72% Protecting The Environment

61% / 69%Achieving Financial Success

45% / 65% Earning Career Success87% / 63% Raising a Family

25% / 35% Being Active in the Community

24% / 12%Achieving Status in Society


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60% agreed completely with the statement

Technology is indispensable

to the way I communicate.


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Smartphones: from nicety to necessity

Do you use any of the following smartphones as your primary

communication device?

Mobile technologies are driving brand interaction


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iPad: a breakthrough communications (and marketing)

device

Source: Dwell Affluence Panel June 2010Base: 762


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23%My decisions are influencedby the opinion of others

95%

91%

90%

85%

79%

77%I care how and where

products I buy are made

29%

23%

Meaningful Materialism

95%I feel good when I make asmart purchase decision

91% Over-consumption isproblematic in our society

90%I consider myself adiscerning consumer

85%I would prefer to havefewer, higher-quality items in

my life

79% I seek out products thatare authentic and meaningful

29%The products I buyreflect my social status


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Brand Value

Does

Sustainability

Matter?

Is Luxury Dead?


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Brand ValueRather than thinking of their purchases as products to

consume, the New Affluents are looking for a different

relationship with what they buy.

The days of rolling out top-down, controlled brand

introductions and messaging are going the way of trans fats.

Quickly being replaced by a new way of interacting with

consumersa dialogue.


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New Affluents reveal a remarkable willingness

to consider all brands on an equal footing.

692 brands were identified when asked to namebrands they admire.

86% will pay more for a brand they like.

68% feel a personal connection with brands they admire.

53% want brands to engage with them in more meaningful

ways.

53% say great brands create experiences not products.


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Success brands deliver an emotional connection

When a brand that you admire or that you recommend to others succeeds,

which of the following describe how you feel?

Source: Dwell Affluence Panel June 2010Base: 762


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Admired brands earn loyalty and personal

connectionHow much you agree with the following statements about this brand:

96% I am completelysatisfied with my purchase

decision

94% I readily recommendthis brand to others

85% If this brand were todisappear, Id miss it

71% If I had to, Id goto extra lengths to acquire

this brand

69% Im passionateabout this brand


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Creating Brand Advocates

97% Discuss a brand withfriends relatives and colleagues

97% Recommend a brand toothers

57% Post an online reviewabout a brand

55% Attend live eventshosted by a brand

54% Post a comment about abrand on a website or blog

23% Blog about a brand


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I look for brands

that do not depend

on trends, celebrity

endorsements or

"deals" to convince

me to purchase. I

look for design and

style that is timeless

and well made.

If I find a brand I like and learn to trust for

quality, design, and value, I look there first andtry new products they offer.

Authenticity comes with an

ahhhh. It takes me by surprise

and has functionality and

innovation. Then I say, Of course!

I like their design, their lack of

complication and am proud to

associate my 'brand' with theirs.

In describing a preferred brand


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Does

Sustainability

Matter?


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Q: Which of the following are top of mind in your everyday thoughts as you make decisions forYOURSELF/YOUR FAM ILY?Question Type: Multi-selectBase (Total Respondents): 1075

Top of mind issues contributing to personal decision-making


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When making an important purchaseoverall quality,good design and functionality outweighed sustainability

Q: Thinking about this purchase, how influential were these product attributes in your decision-making process?Question Type: Single-select, 3-point scale (Highly Influential, Somewhat Influential, Not a Factor)Base (Total Respondents): 1075


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Sustainability is a more influential product attribute incategories with substantial product offerings

Q: Thinking about this purchase, how influential were these product attributes in your decision-making process?Question Type: Single-select, 3-point scale (Highly Influential, Somewhat Influential, Not a Factor)Base (Total Respondents): 1075


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Health, Sustainability & EnvironmentTotal

I care about sustainable production of foodand grocery items

89%

Responsible and recyclable packaging is

important to me 89%

I prefer to buy organic products when I can

76%

How much do you agree with each of these

statements about purchasing everyday items for

your household?

Consumer Statements: Top 2Box Agreement (4, 5)

5 means Agree Completely and 1 means Disagree Completely.


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Health, Sustainability & Environment18

-3

43

5-49 50+

I care about sustainable production of

household items92% 87% 85%

Responsible and recyclable packaging is

important to me96% 88% 88%

I prefer to buy organic products when I can 71% 77% 75

%



your household?

Consumer Statements: Top 2Box Agreement (4, 5)



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Influential 18-34 35-49 50+

Personal taste 71% 54% 49%

Organic 77% 72% 56%

Brand 74% 82% 86%

Price 74% 80% 72%

Environmental

responsibility 81% 77% 79%

Value for the money 95% 93% 94%

Past experience 97% 95

% 95

%Overall quality 100% 99% 100%

Healthfulness 100% 99% 100%

How influential were these aspects in your decision-making process?Question Type: Single-select, 3-point scale (Highly Influential, Somewhat Influential, Not a Factor)

How influential were these aspects in your decision-

making process?


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Is Luxury Dead?


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When evaluating brands for purchase,Luxuryranks extremely low.

Q: How influential were these aspects of the products brand in your decision-making process?Question Type: Single-select, 3-point scale (Highly Influential, Somewhat Influential, Not a Factor)Base (Selected BRAND as "Highly Important" or "Important"): 833


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New Affluents value qualities associatedwith Prestige Brands

Aesthetics

Innovation

Integrity

Originality

Authenticity


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luxury \lk-sh(-)r,

: something adding to pleasure or comfort but

not absolutely necessary

prestige \pre-stzh

: standing or estimation in the eyes of people :

weight or credit in general opinion

Source: Merriam-Webster Online 2010


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Quality, Authenticity & ReputationTotal

I expect the products I buy to deliver

on their promises97%

I need to trust the companies that

provide me with goods + services87%

Buying the highest-quality household

goods is worth it 78%



your household?

Consumer Statements: Top 2B

ox Agreement (4, 5)



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The Brand Value Scorecard

Detailed category- and brand-specific research conducted among New Affluents

2010 Category Studies:Automotive (October)

Kitchen & Bath (November)

Home Furnishings (November)

Sustainability How green is your brand? (December)

These reports answers questions about your brand and competitors:

How is your brand perceived by New Affluents and why?

What kind of relationship do New Affluents expect to have with

brands in your category and why?

How to create a powerful brand experience with New Affluents?

How to create brand loyalty and brand advocacy among New

Affluents?

How do New Affluents engage with your brand and your competitors

online and build connections using social media and mobile apps?

Does your brandmeasure up?

For more info: Contact [email protected]


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Takeaway:

The Whole Brand Experience

Define the complete brand experience that reflects your brandsvalues. Imbue your products with these values, and reiterate them

every time you touch the customerproduct, packaging,messaging,

delivery, support.

Understand the ways to connect effectively with this consumermobile communications, social networking, affiliating with brands that

the New Affluents admire.

Design an ongoing positive relationship great quality, reliability,

and innovation. If every aspect of the brand is imbued with thesevalues, youll attract the New Affluents and maintain a long

relationship with them.

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