| Abstract: | | | | 4) Determine interest in and willingness to spend extra |
| The 17th in a continuing series of research reports | | | | for 10 products with features that support a "green" or |
| based on twice-yearly surveys of the most affluent | | | | eco-friendly life style. Learn which consumers are |
| 10% of U.S. households, this survey was designed to | | | | serious in pursuing an eco-friendly life style and the |
| provide information critical for effective marketing to | | | | premium price they will pay |
| the affluent and luxury consumers. | | | | 5) Create your marketing and sales plans with data |
| This report identifies: | | | | based on the future intentions of the affluent. Unlike |
| • Spending plans over the next 12 months of both | | | | many other surveys of the affluent, this is not an |
| the luxury and affluent consumers (and they are often | | | | extrapolation of past actions that they have been |
| different) | | | | asked to remember and reconstruct. |
| • Which of 17 product categories show the most | | | | Focused on the wealthiest 11.2 million households with |
| sales potential and among which market segments | | | | an average $3.1 million net worth (as determined by |
| • Which segments are committed to a green | | | | The Federal Reserve Board) these surveys regularly |
| lifestyle and which of 7 eco friendly products they now | | | | measure and track their 12-month outlook for the |
| own and which they will buy during the next 5 years | | | | economy, the stock market and their personal |
| (and how much of a premium they are willing to pay) | | | | earnings, savings, investment objectives, and spending |
| • Which of 3 eco friendly activities they have done | | | | plans for 17 product categories and 8 major |
| and which they will do during the next 5 years | | | | expenditures. |
| • Which of 8 major purchases show the most | | | | This survey also contained questions to help identify |
| sales potential and among which segments | | | | which segments of the affluent market were careful |
| • Who were the pre recession careful spenders | | | | spenders and which were "free spenders" during the |
| and who were the "free spenders" | | | | several years prior to the recession. The survey helps |
| • Which segments are worried about the amount | | | | to understand who is burdened by pre-recession debt |
| of their debt and which are not worried | | | | and spending, for what types of things they over |
| • What special actions to reduce their debt are | | | | spent, and what special steps they are now taking to |
| being taken and by which segments | | | | reduce their debt. |
| • What the affluent expect of the stock market, | | | | Also included were questions to identify those who |
| business conditions, and their personal income during | | | | pursue a "green" lifestyle and those that follow a "low |
| the next 12 months | | | | green lifestyle". This produced data about current |
| Top 5 Ways to Use and Benefit from This Research | | | | ownership of seven green or eco friendly products |
| 1) Develop an understanding of the general mood of | | | | and plans to purchase any of the products during the |
| the affluent and their expectations for business | | | | next five years. Involvement in three types of green |
| conditions and personal income over the next 12 | | | | activities during the past five years and/or plans to do |
| months. Gives you a basic perspective on general | | | | so in the next five years were also identified. |
| market conditions that will determine marketing | | | | The surveys track plans for major purchases |
| opportunities and challenges | | | | (vacation homes, primary residences, home remodeling, |
| 2) Identify changes in the spending plans of the affluent | | | | automobiles, boats, and cruises) during the next 12 |
| for your specific product category during the next 12 | | | | months. The survey also tracks anticipated changes in |
| months. Shows you how potential sales of your | | | | spending during the next 12 months for 17 categories |
| product category compare to prior years and indicates | | | | of products and services. These include fine jewelry |
| what competitive pressures may result in your industry | | | | and watches, domestic and international travel, dining in |
| 3) Learn which segments of the affluent market | | | | casual and upscale restaurants, furniture, major |
| represent the best sales potential for you during the | | | | appliances, entertainment equipment, home computer |
| next 12 months. Identifies the market segments that | | | | equipment, entertainment, recreational activities, |
| are cutting back on spending and those that are | | | | collectibles, designer and non-designer apparel, and |
| continuing to spend for your product category. See | | | | charitable and political contributions. |
| which segments are burdened by pre-recession | | | | For much of the preceding, the report shows historical |
| spending and debt and which were living within their | | | | trend data and data by demographic segment within |
| means | | | | the overall affluent population. |