Gartner Research

Best Practices for Marketing to Affluent Consumers

Published: 06 June 2019

ID: G00388789

Analyst(s): Derek Stubbs


Owing to their plentiful discretionary dollars, affluent consumers have long been a key demographic for most marketers. But these consumers don’t necessarily see themselves as marketers do, creating a disconnect that risks alienating this powerful demographic.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Marketers Must Align Efforts to Resonate with the Middle-Class Attitudes of the Moneyed Class
    • Recommendation
  • Position Your Brand as a Tool in Service of Achieving Comfort
    • Recommendation
  • Affluent Consumers’ Shopping Criteria Boil Down to “Value Over Time,” So Design Products and Campaigns With Quality at the Center
    • Recommendation

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