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":"f93afed0612985bc1c9e36344266c5b9","s":"b9b9463865811b50"}
Share your thoughts. Click here