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":"ecee2a3c9b8532174cda1105e41a0d7e","s":"741364988c699428"}
Share your thoughts. Click here