Wednesday, May 30, 2007
The Cultivated Consumer
Vanity Fair Study Delves Into the Cultivated Consumer
Adieu, conspicuous consumption. Meet the new cultivated consumer.
A shift in consumer preferences is one of the premises of a new study that aims to define this increasingly powerful subset of affluent Americans, and to examine its behavior and lifestyle preferences. The study was commissioned by Vanity Fair magazine, which worked with SJR Group, a politically based qualitative research company; consumer trend firm Yankelovich, and Lieberman Research Group to develop the findings.
The study found that 28 percent of American citizens between the ages of 21 and 54, and with a household income of over $100,000, fit into the cultivated consumer category. That translates into 9,199,680 people, with disposable income and eclectic interests, a thirst for exclusive knowledge, a preference for an authentic experience, social responsibility and the need to surround themselves with a network of experts.
.....
So how does one market to a group that is wary of hype?
The study says, "Make him feel unique; offer personalization; tell them your authentic brand story; call out the details; make them feel smart, make him feel responsible; do well by being good, and tell them about it; be wary of hype; give them a story to tell others, respect their filter."
....read more in WWD
Adieu, conspicuous consumption. Meet the new cultivated consumer.
A shift in consumer preferences is one of the premises of a new study that aims to define this increasingly powerful subset of affluent Americans, and to examine its behavior and lifestyle preferences. The study was commissioned by Vanity Fair magazine, which worked with SJR Group, a politically based qualitative research company; consumer trend firm Yankelovich, and Lieberman Research Group to develop the findings.
The study found that 28 percent of American citizens between the ages of 21 and 54, and with a household income of over $100,000, fit into the cultivated consumer category. That translates into 9,199,680 people, with disposable income and eclectic interests, a thirst for exclusive knowledge, a preference for an authentic experience, social responsibility and the need to surround themselves with a network of experts.
.....
So how does one market to a group that is wary of hype?
The study says, "Make him feel unique; offer personalization; tell them your authentic brand story; call out the details; make them feel smart, make him feel responsible; do well by being good, and tell them about it; be wary of hype; give them a story to tell others, respect their filter."
....read more in WWD
Labels: consumer, marketing, trends, Vanity Fair
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