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.


          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.

          CONNECTED BY WHAT THEY LOVE, NOT WHAT THEY’RE WORTH.

          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.

          THE GLOBAL AFFLUENT TRIBE IS UNITED BY FIVE KEY VALUES

          The Global Affluent Tribe Enters a New Decade.

          In 2020, a new ethos for living is emerging. As the Tribe enters the new decade, these modern affluent are on a journey toward deeper meaning and satisfaction.
          In their quest to build a life of worth, the Tribe is reexamining the beliefs they once held true and reprioritizing their goals and aspirations. Moving forward, they will prioritize and pay a premium for things that deliver an enduring sense of joy, rather than ephemeral moments of happiness.
          For your brand this means delivering holistic exceptionalism: creating lasting impressions, focusing on enduring qualities, and delivering transformational experiences that elevate their quality of life.

          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, contact us here.