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Traditionally it was about luxury and status. Today, it is being defined by a new generation of consumers. With a spending power that is greater than any previous group, as of last year, the modern affluent millennial and generation Z consumer is shaping the world economy.
This group are abandoning traditional symbols of ownership and focusing on expressing their individuality. In order to survive brands have to adapt. They need to meet these cultural expectations head on and embrace the new value codes that are emerging. Brands that understand this will win share of heart and wallet.
Framed by a mindful approach we will bring industry leaders together to ask daring questions, providing businesses new insight on this Modern Affluent consumer.
Affluence is changing. The Modern Affluence Summit 2021 marks the beginning of a new decade amidst one of the fastest periods of change for generations. Affluent Gen’ Z, Gen’ Alpha and beyond are realising that a better world is theirs to make.
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Discover the most important audience for brands with, or looking to build, a premium proposition. The Modern Affluent are rewriting the definition of words like “status,” “exclusivity” and “luxury” and will, in our opinion become the most important audience for a premium proposition. As their wealth grows, so will their spending power and influence. The report summarises insight from The Modern Affluence Summit, hosted in partnership with Porsche and Deloitte at Soho House London.
