1. Michela OConnor Abrams President, Dwell Media

2. Brand Experience Dwell Community 3. 2,250 affluent panel members Household incomes of$100,000+ And Agreement 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 New Affluents and make that intelligence available to trend watchers. The New Face of Affluence Panel 4. A range of cohesive topics explored

• A specific recent important personal purchase.They identified the purchase type, 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

5. 6. Age Breakdown18% 28% 54% 7. 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 leader95% 91% 90% 85% 79% 23% Influential and independent94% 74% 71% 66% 8. Busy Modern Lives85%spend their free time either working out or developing new skills and knowledge 78% of them travel and enjoy socializing with friends and family. 58% devote time to helping take care of others, whether that means their parents or people in their community 16%say Its easy for me toprioritize and find balance in my life. 9. Thesecore concernsare top of mind when New Affluents make decisions for themselves or their families. 10. New Affluents purchase decisions are inspired by a strong sense of self. 11. New Affluents Identify Important Aspects of Life93%Enjoying Good Physical Health 93%Maintaining Emotional Stability72%Protecting The Environment 69%Achieving Financial Success65%Earning Career Success63%Raising a Family35% Being Active in the Community12% Achieving Status in Society 12. Important Aspects of Life: Parents Generation at Same Stage of Life 45% /93% Enjoying Good Physical Health 45% /93%Maintaining Emotional Stability7% /72%Protecting The Environment 61% /69%Achieving Financial Success45% /65%Earning Career Success87% /63%Raising a Family25% /35%Being Active in the Community24% /12%Achieving Status in Society 13. 14. 60% agreed completely with the statement Technology is indispensable to the way I communicate. 15. Smartphones: from nicety to necessityDo you use any of the following smartphones as your primary communication device? Mobile technologies are driving brand interaction 16. iPad: a breakthrough communications (and marketing) deviceSource: Dwell Affluence Panel June 2010 Base: 762 17. 23%My decisions are influenced by the opinion of others 95% 91% 90% 85% 79% 77%I care how and where products I buy are made 29% 23% Meaningful Materialism95%I feel good when I make a smart purchase decision 91%Over-consumption is problematic in our society 90%I consider myself a discerning consumer 85%I would prefer to have fewer, higher-quality items in my life 79%I seek out products that are authentic and meaningful 29%The products I buy reflect my social status 18. Brand Value Does Sustainability Matter?Is Luxury Dead? 19. Brand ValueRather than thinking of their purchases as products to consume, the New Affluents arelooking for a different relationshipwith 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 bya new way of interacting with consumersa dialogue. 20. New Affluents reveal a remarkable willingness to consider all brands on an equal footing. 692 brands were identified when asked to name brands 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. 21. 22. 23. Success brands deliver an emotional connection When a brand that youadmireor that yourecommend to others succeeds, which of the following describe how you feel? Source: Dwell Affluence Panel June 2010 Base: 762 24. Admired brands earn loyalty and personal connectionHow much you agree with the following statements about this brand: 96%I am completely satisfied with my purchase decision94% I readily recommend this brand to others 85%If this brand were to disappear, Id miss it71%If I had to, Id go to extra lengths to acquire this brand69%Im passionate about this brand 25. Creating Brand Advocates97%Discuss a brand with friends relatives and colleagues 97%Recommend a brand to others 57%Post an online review about a brand55%Attend live events hosted by a brand 54%Post a comment about a brand on a website or blog 23%Blog about a brand 26. 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 and try 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 27. Does Sustainability Matter? 28. Q:Which of the following are top of mind in your everyday thoughts as you make decisions for YOURSELF/YOUR FAMILY? Question Type: Multi-select Base (Total Respondents): 1075 Top of mind issues contributing to personal decision-making 29. 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 30. Sustainability is a more influential product attribute in categories 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 31. How much do you agree with each of these statements about purchasingeveryday items for your household? Consumer Statements: Top 2 Box Agreement (4, 5) 5 means Agree Completely and 1 means Disagree Completely. Health, Sustainability & Environment Total I care about sustainable production of food and grocery items 89% Responsible and recyclable packaging is important to me 89% I prefer to buy organic products when I can 76% 32. How much do you agree with each of these statements about purchasingeveryday items for your household? Consumer Statements: Top 2 Box Agreement (4, 5) 5 means Agree Completely and 1 means Disagree Completely. Health, Sustainability & Environment 18-34 35-49 50+ I care about sustainable production of household items 92% 87% 85% Responsible and recyclable packaging is important to me 96% 88% 88% I prefer to buy organic products when I can 71% 77% 75% 33. 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? Influential18-34 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% 34. Is Luxury Dead? 35. 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 36. New Affluents value qualities associated with Prestige BrandsAesthetics Innovation Integrity OriginalityAuthenticity 37. luxurylk-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 38. How much do you agree with each of these statements about purchasingeveryday items for your household? Consumer Statements: Top 2 Box Agreement (4, 5) 5 means Agree Completely and 1 means Disagree Completely. Design Total I look for well-designed packaging and labeling 71% Design is relevant to me, even for everyday items 69% 39. How much do you agree with each of these statements about purchasingeveryday items for your household? Consumer Statements: Top 2 Box Agreement (4, 5) 5 means Agree Completely and 1 means Disagree Completely. Quality, Authenticity & Reputation Total I expect the products I buy to deliver on their promises 97% I need to trust the companies that provide me with goods + services 87% Buying the highest-quality household goods is worth it 78% 40. The Brand Value ScorecardDetailed 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 brand measure up?For more info: Contact strategy@dwell.com 41. Takeaway: The Whole Brand Experience Definethe complete brand experience that reflects your brands values. Imbue your products with these values, and reiterate them every time you touch the customerproduct, packaging,messaging, delivery, support. Understandthe ways to connect effectively with this consumermobile communications, social networking, affiliating with brands that the New Affluents admire. Designan ongoing positive relationship great quality, reliability, and innovation. If every aspect of the brand is imbued with these values, youll attract the New Affluents and maintain a long relationship with them.