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MC-5 Media and Content Strategies Engaging the Affluent Demographic
The number of affluent consumers in Japan has doubled in the past 10 years, and is attracting attention as a market with new possibilities. In this session, we will discuss the background of this change and how to deal with the growing affluent population, using detailed research data and specific examples of actual efforts by brands.
In particular, the session will focus on the characteristics of the new generation of affluent consumers, who are said to be highly interested in wellbeing and philanthropy, as well as effective content and creative communications to gain their empathy.
By understanding the diverse values and needs of the affluent, and learning effective approaches, this session will provide hints for strategic marketing based on customer understanding.
