Truth about Affluence

Did you know:

”When asking how important ‘passion’ was as a contributing factor creating wealth, our affluent globally answered 28%, whereas Swedish affluent claimed it contributed with 42%”

What is affluence today? How do affluent people dream, think and function? And how do you recognize them on the street? The study paints a portrait of today’s affluent consumer to help brands engage the top 20%. We also highlight factors that will help define affluence in the future and what this will imply for brands. Our research included an online survey of 4000 affluent individuals in 21 of the most influential cities around the world, as well as qualitative dinner parties in 16 of those markets.

Interested in the full Truth About Affluence report? Please contact strategy@mccann.se

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