The affluent of today are lifestyle driven, it is no longer enough for them to buy into luxury services or luxury products, they desire and appreciate the unique and the feeling of being treated special.

 

They use boutique hotels, buy small niche brands and exclusive products because it makes them feel special.

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A growing number of the affluent are turning to sustainable brands because of their wish to project their set of value from their choice of purchase.

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This identifies them as well educated, nonmaterialistic and caring human beings setting them apart from materialism and consumerism for own beneficial gain.