A Team One Thought Leadership Initiative
THE GLOBAL AFFLUENT TRIBE®
A global affluent majority representing nearly 70% of today's wealthy. They are connected more by what they love than by where they live.
Today’s affluent consumers are not who you think they are. Seismic shifts in society, technology, and the global economy have shaped who they are, their values, aspirations, and even the brands that they support.
Since 2010, we have been studying this influential audience to deeply understand what drives them and how they aspire to live. Through multi-year surveys, interviews, ethnographic and semiotic studies, we help brands leverage these insights to create more impactful communication and experiences that earn premium pricing and build brand loyalty.
The Tribe is very different from the old money of past generations.
They see their life not in terms of destinations, but as a perpetual journey of inspiration and self-discovery. They define success on their own terms and create their own paths, rather than embracing traditional expectations and badges of status. They are thoughtful about what they buy and own, seeking significance over opulence. Belonging is no longer about the velvet rope. They develop kinship based on shared passions and beliefs rather than lineage.
CONNECTED BY WHAT THEY LOVE, NOT WHAT THEY’RE WORTH.
THE GLOBAL AFFLUENT TRIBE IS UNITED BY FIVE KEY VALUES
In the post-pandemic landscape of 2023, the Tribe is seizing the opportunity to move past the old constraints in culture and society, to spark a new movement of optimism and progress.
In this Modern Renaissance, they are re-imagining what they want life to be like, re-inventing what they want the world to become, and re-shaping the aspirations of millions in mainstream society in the process. This era of introspection and experimentation has led them to recalculate the value of money, time, relationships, and technology, leading them to reformulate their ambitions.
As a result, they are holding brands to higher standards — to share their values and act as the patrons of positive change in the world. Modern brands are thought to have a responsibility to support the changing dreams, ideas, and aspirations of the Global Affluent Tribe.
2023: A MODERN RENAISSANCE.
of the Tribe believe affluence comes with the responsibility to contribute to culture and progress.
say that other cultures have shaped who they are as a person.
would rather purchase from a purpose-driven brand than a prestige-driven brand.
EXPLORE AND APPLY OUR RESEARCH
We consult with leaders of premium brands on new ways to meet the changing needs and behaviors of affluent customers. From brand innovation workshops to bespoke research, everything we do is customized to build relevance, support premium pricing, and leverage the new codes of affluence.
To learn more about how we make premium brands more compelling and valuable…