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":"1daa5307a35ff0b70e967b8728f3346b","s":"a998722918ec1cd4"}
Share your thoughts. Click here