Marketing
May 13, 2026
There is a widening disconnect between opportunities for connection and true feelings of belonging, thus signaling a fundamental shift in how affluent consumers define a life well-lived and posing major repercussions for brands. Image credit: Team One
By Luxury Marketer Intelligence
New research suggests that for contemporary affluent consumers, the real scarcity isn’t access – it’s belonging.
{"ct":"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","iv":"b50b3057209b58b46667fd1a4c8eb273","s":"4caba10b91ca64e2"}
Share your thoughts. Click here