Millionaires: Do They Still Live Next Door, or Have They Moved?

MILLIONAIRES
DoThey Still Live Next Door,
or HaveThey Moved?
By Pam Danziger, Unity Marketing

Despite rapid rates of growth in
the wealth class, those who
enjoy the highest net wealth
today – top 10% of U.S.
households based upon net
worth which in 2013 starts at
$941.7k or nearly $1 million –
are choosing to continue to
save and invest their wealth
rather than spend it.
Since 1989, the share of the
country’s wealth held by the
top 10% wealthiest Americans
rose from 66.8% to 75.3%.
While the rich got richer since
1989, with the sharpest rise
since 2007, the bottom 90% of
U.S. households with any
savings saw their share of total
wealth drop from just over one-
third to less than one-fourth.
Copyright Unity Marketing, 2015 2
66.8% 67.0% 67.7% 68.6% 69.6% 69.4% 71.5%
74.6% 75.3%
33.2% 33.1% 32.2% 31.5% 30.4% 30.5% 28.5%
25.5% 24.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
1989 1992 1995 1998 2001 2004 2007 2010 2013
Source: Federal Reserve Bulletin 9/2014 & Unity Marketing
Wealth Shares byWealth Percentile, 1989-2013
Top 10% Bottom 90%

The popular media is fascinated
by how the rich live. Shows like
the recent CNBC Secret Lives of
the Super Rich and reality shows
like Lifestyles of the Rich and
Famous, Cribs, Real Housewives,
and Rich Kids of Beverly
Hills present an idealized and
romanticized vision of the
wealthy.
How well do you know and
understand the wealthy? Is your
brand’s marketing plan based
upon the ‘conventional wisdom’
about the wealthy that you’ve
seen on television and in
magazines and newspapers? If so,
your marketing program may well
be filled with misconceptions,
misunderstandings and myths that
will derail your plans for growth.
3

Contrary to the way the
media portrays millionaires
as being conspicuous and
ostentatious consumers,
most millionaires really are
like the people next door,
as demonstrated by over 30
years of research by
Thomas Stanley and William
Danko, authors of “The
Millionaire Next Door.”
The U.S. now has about 12
million households with a
net worth of $1 million or
more according to the latest
Federal Reserve Board
research.These are the
wealthiest 10% of all
households,based on net
worth, and they account for
about half of all consumer
income.
4

“Creativity begins with the courage to challenge
conventional wisdom,” says Ron Kurtz. He advises,
“It’s time to challenge the conventional wisdom
about wealthy Americans.”
Copyright Unity Marketing, 2015
?

 Myths about Millionaires
1. Asian and other foreign markets are where
to look to find the most millionaires
2. Millionaires make lots of money
3. Millionaires live in big houses & drive
late-model expensive cars
4. Millionaires inherit their wealth
5. Millionaires invest most of their money in
the stock market
6. Millionaires know about luxury brands
and price points
7. Millionaires shop at tony, high-end places
8. Millionaires don’t like to shop on the
internet; They prefer to shop in stores
9. Millionaires don’t care about sales or
discounts
10. Millionaires are conspicuous consumers
who buy only the best, highest-priced
brands
If you market a premium or
luxury product,or retail
such products,and you
believe any of the following
“myths”about millionaires,
your marketing program
and sources of data need to
be revisited and refined.
Over 10 years of research
by Unity Marketing and the
American Affluence
Research Center refutes
each of these common
myths about millionaires.

Myth #1: To find the most millionaires, look to
the Asian markets – China, Japan, Hong Kong,
Singapore.
7

News reports have focused
on the rapid growth in the
number of millionaires in
China and other developing
countries.
Despite rapid growth in the
number of millionaires,
China and every other
country in the world trails
the U.S. in total number of
millionaires.

Out of the total 122.5
million U.S. households,the
top 10% -- 12.3 million –
have a net worth of about
$1 million. Specifically,the
latest FRB reports that the
top 10 percentile of net
worth households (HNW –
high net worth) in the U.S.
starts at $941,700.
Combined the other top ten
global markets have some
6.5 million. That is about
half of the total millionaires
in the U.S. market alone.
238
274
281
324
384
386
435
513
1,240
2,378
12,250
- 2,000 4,000 6,000 8,000 10,00012,00014,000
Hong Kong
France
Italy
Taiwan
Canada
Germany
Switzerland
United Kingdom
Japan
China
United States
in thousands
Source: BCG Global Wealth 2014 report & Federal Reserve
Bulletin vol. 100, no. 4
Millionaire Households

The United States is without
doubt the most important
market for luxury goods and
services.
While the emerging luxury
markets with their rapid
growth, like China, make the
news, the U.S. luxury market
remains the world's largest
many times over.
Not only does the U.S. have the
greatest number of wealthy, the
size of the U.S. luxury market,
which reached €62,5 billion in
2013, is nearly 3.5 times larger
than the next largest market,
Japan. This according to
estimates reported by
Bain/Altagamma in their 2013
Luxury Worldwide Market
Study.

Myth #2: Millionaires make lots of money.
?

The distribution of incomes
among the top 10% net worth is
surprising:
31% have HHI of less than
$100,000, mostly the retired.
40% have HHI between $100k-
$249,999, which fall within Unity
Marketing’s HENRY income
classification. But with their
current levels of net worth, they
more appropriately should be
called HERNs – High Earners Rich
Now.
Fewer than one-third have
incomes of ultra-affluents,
$250,000 and above.
The median income of all 12.3
million households with net worth
at the top 10% is $184,400 (within
the HENRY range) , while the
average is $361,200. (Note:
Average calculation is strongly
impacted by extremes and
outliers, while median is the
midpoint in the range of all
values)
31%
40%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<$100,000 HENRYs ($100k-$249.9k) Ultra-affluents ($250k+)
Median HHI =$184,400 & Average HHI = $361,200
Source: Federal Reserve Board, 2013 Summary Extract Data
(SDA)
Top 10% NetWorth Household
Income
2013 (Top 10% HNW)

HNW millionaire households
have exceeding high levels of
net worth, but their household
incomes are much more
modest.
Only 4% make over $1,000,000
per year and 8% make
$500,000 to less than
$1,000,000.
Fewer than 20% have incomes
between $250,000-$499.999.
The majority (71%) have
incomes that most Americans
consider middle-to-upper-
middle HENRYs. We will call
these HNW at top10% of wealth
HERNs – High Earners Rich
Now.
31%
40%
18%
8%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Median HHI =$184,400 & Average HHI = $361,200
Source: Federal Reserve Board, 2013 Summary Extract Data (SDA)
Top 10% NetWorth HHI Distribution
2013 (Top 10% HNW)

High levels of household incomes
($100k+) correlates with HNW
($1m+), but they are not one and
the same.
Income is the value of money that
is designated to be earned at any
given point in time. It usually is a
specific amount of money that is
acquired in cycles or periods of
time, i.e. annual earned income.
Wealth is money that is saved or
stored. It is already earned and
can be used anytime by its owner.
There has been much talk
recently about ‘income
inequality.’ For example those
with incomes in the top 10% of
U.S. households by income, which
starts at $154,600 and with a
median of $184,400 in 2013,
account for slightly over half of all
U.S. earned income.
By contrast, the top 10% HNW,
measured by wealth which starts
at $941,700, control some three-
fourths of all the nation’s wealth.
47.3%
75.3%
52.7%
24.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Distribution of Income Distribution of Wealth
Source: Federal Reserve Board Bulletin, September 2013
& Unity Marketing
Wealth Is More Concentrated
among Fewer Households than
Income
Top 10% Bottom 90%

Myth #3: Millionaires live in mansions & drive
the latest model luxury cars.
?

57.8%
7.7%
18.8%
31.4%
28%
15%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
<$500,000
<$100,000
$100,000-$249,999
$250,000-$499,999
$500k-$999.9k
$1m+
Source: Federal Reserve Board Bulletin, September 2013 &
Unity Marketing
Primary Residence HomeValue
2013 (Top 10% HNW)
The latest figures (11/2014) from the
Census Department reports the average
price of a new home was $321,800
(median $280,900) and the average
square footage was ~2,600 sq. ft. That
would make the average cost per square
foot of a new home in 2014 ~$124.
This compares with the median value of
all homes (new & old) as reported by
Zillow of $177,600. Homes for sale have
a median list price of $211,400, about
20% higher than the value of all homes.
Stacked up against the value of
millionaire’s primary residence, the
millionaires generally live in homes
valued just a few steps above the
national norm. If new homes average
about $322k, the largest percentage of
millionaires (31.4%) live in homes in the
range of $250k-$499.9k.
Only 15% of millionaires live in a home
valued at $1million or more. Given the
wide range in prices in markets across
the country so that $1 million buys a
fairly average size home in many prime
markets, it is clear that few millionaires
live in mansions, let alone ‘McMansions.’
Let’s look more closely at the
distribution of millionaires’ home
values….

Over one-fourth of
millionaires (27.1%) live in
a home valued between
$200k-$399.9k. That is
nearly twice as many
(14.2%) as live in a home
valued at $1 million or
more.
7.7%
11.7%
14.2%
12.9%
11.3%
9.0%
6.0%
5.3%
4.4%
3.1%
10.7%
2.2%
0.9%
0.3%
0.4%
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
<$100,000
$100k-$199.9k
$200k-$299.9k
$300k-$399.9k
$400k-$499.9k
$500k-$599.9k
$600k-$699.9k
$700k-$799.9k
$800k-$899.9k
$900k-$999.9k
$1m-$1.9m
$2m-$2.9m
$3m-$3.9m
$4m-$4.9m
$5m+
(SDA) & Unity Marketing
Primary Residence HomeValue
2013 (Top 10% HNW)

One out of every two millionaires
drives a car model that is three-
years or older. Slightly more than
one-third own only one new car
model two-years old or newer.
As for the total number of cars
owned, the HNW average 2.2 cars
owned. About two-thirds (63%)
own two cars, while only about
one-third own three or more cars.
These findings confirm statistics
presented by Stanley and Danko
in Millionaire Next Door which
found that Fords, including the F-
150 pickup trucks, Explorers and
other Ford SUVs are the most
popular makes among
millionaires (9.4%) followed by
Cadillacs (8.8%), Lincoln (7.8%)
and a three-way tie at 6.4% each
for Jeep, Lexus and Mercedes.
Overall 58% of millionaires in
Stanley & Danko’s surveys drive
American made cars.
54%
35%
10%
1%
0% 10% 20% 30% 40% 50% 60%
None
One only
Two
Three or more
Own Any Car/Truck/SUV No Older than Two
Years
2013 (Top 10% HNW)

Myth #4 -- Millionaires inherit their wealth.

 Vast majority of millionaires (72%) are employed,
about equally divided between self-employment
and being employed by someone else.
 The industries most millionaires work in include
transportation, communications, utilities,
wholesale trade, finance, insurance and real
estate.
Numerous surveys show that those
with HNW wealth assets tend to
acquire them by working over
their lifetime, rather than being
born with a silver spoon in their
mouth or a big fat trust fund in the
bank.
A Fidelity Investments survey in
2012 found, that 86% of
millionaires were self-made.
Further they report “Most
generated their wealth through
careers in the technical,
education, finance/accounting,
and manufacturing/operations
industries. Of those who are self-
made, 30% report that they
struggled financially growing
up.”
PNC Wealth Management
conducted a survey of people with
more than $500,000 free to invest
as they like. Only 6% of those
surveyed got their money from
inheritance alone. Some 69%
earned their wealth, mostly by
trading time and effort for money,
or by “working.”
72%
28%
50%
47%
2%
15%
56%
29%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Working
Retired/Disabled
Occupation Categories
Work for someone else
Self-employed/Partnership
Other
Industry
Mining/Construction/Manufacturing
Transportation/Communications/Ultilities/W…
Agriculture/Retail/Public Services & Adm
Source: Federal Reserve Board, 2013 Summary Extract Data (SDA) &
Unity Marketing
Labor Force Participation
2013 (Top 10% HNW)

Stanley and Danko were on
the money when they wrote
that the millionaires next
door “live well below their
means.”
It is a habit that can
transform the 40% of
millionaires who earn only
HENRY salaries into
millionaires as measured by
wealth.

Myth #5 -- Millionaires invest most of their
money in the stock market.

According to the Federal
Reserve Board’s Survey of
Consumer Finances 2013,
only slightly more than half
of the top 10% HNW
households own any
directly-held stocks.
For those holding stocks,
the value of their holdings
is a fairly modest portion of
their overall portfolio….
Yes, 55%
No, 45%
Own Stock
2013 (Top 10% HNW)

Among the 55% of millionaires
that own stock, the largest share
(46%) have less than $100,000
invested in directly-held stocks.
About one-third have between
$100,000-$499,999. Only about
one-fifth (22%) have half-million
or more in stocks.
The Federal Reserve Board’s
survey provides a vast amount of
data about where the HNW top
10% invest their wealth, but this
look at their stock holdings is in
line with Stanley and Danko’s
finding that only about 20% or so
of millionaire’s wealth is held in
publically-traded stocks and
mutual funds.
Interestingly, some 55% of HNW
own mutual funds and just over
70% of those with mutual funds
have less than $100,000 invested
there, according to the Federal
Reserve Board.
46%
32%
10%
12%
0% 10% 20% 30% 40% 50%
<$100,000
$100,000-$499,999
$500,000-$999,999
$1million or more
2013 (Top 10% HNW who own stocks)
Value of Directly-Held Stocks

Myth #6 -- Millionaires know about luxury
brands and price points.

44%
38%37%37%
34%
29%28%28%28%27%
25%
21%21%
17%
15%14%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
AVG. INCOME $295,000; AVG. NET WORTH $3.1 MILLION; AVG. PRIMARY
RESIDENCE $1.3 MILLION
SOURCE: AMERICAN AFFLUENCE RESEARCH CENTER & UNITY
MARKETING
N=327 WITH MINIMUM NET WORTH $800K (TOP 10% WEALTHIEST)
Luxury Brands & How They Rate
Owned or experienced past 5 years Familiar with or have knowledge of
Believe to be Over-rated
The HNW top 10% generally believe
many luxury brands are overrated,
brands like Louis Vuitton, Gucci,
Hermes, Prada, Rolex, according to a
survey done by American Affluence
Research Center and analysis conducted
by Unity Marketing.
Through regression analysis, we found
that about 70-80% of the wealthy
consumers’ rating is tied to their level of
experience (i.e. owned or experienced
in past 5 years) and knowledge of the
specific brand (i.e. familiar with of have
knowledge of).
Further, looking at each multiple in the
analysis that drives the rating (i.e.
personal experience/ownership alone
and just knowledge of the brand like
you’d get through marketing
communication), there isn’t much
difference between the two.
Few millionaires own many of the most
well-known luxury brands, such as Louis
Vuitton, Gucci, Hermes. These findings
reflect Stanley and Danko’s conclusion
that the typical millionaire is ‘frugal,
frugal, frugal,’ with a lifestyle that
doesn’t include most luxury brands.

Myth #7 -- Millionaires shop at tony, high-end
places.

The number one shopping
destination for the HNW ($1 million or
more in investible wealth), as well as
all the other affluents included in
Unity Marketing’s Affluent Consumer
Tracking Study (ACTS) shopper track
in 2014 was the Internet, followed ,by
discount department stores and
regular department stores, tied for
third.
While the HNW (which roughly
corresponds to the top 10%
wealthiest) shop more often than
LNW (i.e. low-net-worth with less than
$1 million in investible assets) at
luxury department stores (53%) as
compared with 39% among the LNW
in the survey, the fact is nearly half
(47%) of the HNW reported no
patronage in this class of stores
during the three-month study period,
which includes Neiman Marcus,
Nordstrom, Saks 5th Avenue,
Bloomingdale’s, Lord and Taylor and
others. Even fewer of the HNW
shopped in a luxury-branded
boutique, only about one-fourth.
The simple fact is, HNW shoppers
patronize all the same kind of stores
that everybody else does. They don’t
discriminate and shop only or mainly
high-end. They shop discount and
mass as well.
The chart to the left also shows the
error of the next two widely held
myths of the wealthy….
66%
65%
59%
53%
74%
24%
20%
67%
62%
56%
53%
47%
48%
44%
42%
38%
36%
31%
29%
29%
26%
24%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
General Merchandise Store
Discount department stores
Department stores or websites
Warehouse clubs
Luxury department stores or websites
Internet/Direct-of-Consumer
Internet or Online websites
Direct mail catalogs
TV Shopping
Specialty Stores & Websites
Clothing and/or fashion accessories…
Home improvement stores,…
Personal care, beauty, cosmetics
Electronics and/or computer…
Home specialty stores
Liquor/wine stores and/or wineries
Craft & hobby stores
Book, record, video stores
Kitchenwares or tabletop stores
Gift specialty stores and boutiques
Toy stores
Jewelry stores
Appliance, Bath/Kitchen Remodeling
Luxury-brand boutiques
Sunglass or optical specialty stores
Art galleries, custom-framing, art…
Source: Unity Marketing Affluent Consumer Tracking Study
2014 Shopper Track
Shopping Destinations
2014 HNW (n=610) 2014 LNW (n=720)

Myth #8 -- Millionaires don’t like to shop on the
internet; They prefer to shop in stores.

Based on Unity Marketing’s
ACTS Shopper Track
survey,HNW millionaires
shop most often online and
they are more active using
online to shop than their
LNW counterparts.
Further, the HNW spent
more than twice as much
during their last online
shopping experience
($597) than LWN ($226).
74%
22%
18%
11%
8%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Any Internet Shopping
Once or twice
Three or four
Five or six
Seven to ten
Eleven or more
2014 Shopper Track
Number of Times Shopped Internet Last
Three Months
2014 HNW (n=610) 2014 LNW (n=720)

Another interesting finding from
the Unity Marketing survey is that
the HNW online shoppers are
twice as likely as the LNW
shoppers to say they shop online
for fun or recreation.
Their favorite online shopping
destinations? Number one is
Amazon.com, followed by
Ebay.com, Groupon.com,
Zappos.com and Overstock.com.
In shopping at luxury department
store websites millionaires rank
Nordstrom.com number one,
followed in order by:
#1 – Nordstrom.com
#2 -- Bloomingdales.com
#3 -- SaksFifthAve.com
#4 -- BergdorfGoodman.com
#5 -- NeimanMarcus.com
#6 – Barneys.com and
#7 -- Lord&Taylor.com
51%
26%
25%
17%
13%
8%
50%
24%
13%
17%
8%
5%
0% 10% 20% 30% 40% 50% 60%
Needed to find an item/items or make
a specific purchase
Because of a special sale or discount
offered
Shopping for fun or recreation
To buy a gift
Impulse or last-minute shopping
experience
To get new ideas and inspiration
2014 Shopper Track
Reasons for last online shopping
experience....
2014 HNW (n=610) 2014 LNW (n=720)

Myth #9 -- Millionaires don’t care about sales
or discounts.

Since millionaires shop
where everybody else does
too, it is no surprise that
patronage at these major
discount retailers is as high
for HNW millionaires are for
the LNW, and in some cases,
namely TJ Maxx,
millionaires shop more
actively at this store.
Other than Kohl’s, which is
the only store with
statistically-significant less
patronage by millionaires,
for all others, HNW and
LNW shop equally at Target,
Costco,Wal-Mart and Sam’s
Club.
31%
25%
21%
19%
17%
12%
33%
25%
23%
24%
13%
10%
0% 5% 10% 15% 20% 25% 30% 35%
Target
Costco
Wal-Mart
Kohls
TJ Maxx
Sam's Club
2014 Shopper Track
Discount Stores Shopped in Last
Three Months
2014 HNW (n=610) 2014 LNW (n=720)

 Shopping for a sales or discount is the
second most popular reason why
Millionaires shopped in these stores,
after needing a specific item:
 Department Stores
 Online Websites
 Clothing Stores
 Home Specialty
 Beauty/Cosmetic Stores
 Luxury Department Stores
 Major Appliance Stores
 Kitchenware Specialty Stores
Overall shopping for sales or
discounts is the second most
important reasons for all
affluents – HNW and LNW – to
shop. The first is typically the
need to find a specific item.
For some stores, listed to the
left, sales and discounts are the
second most often named
reason for shopping.
The exceptions where sales
and discounts play less of a
role in getting millionaires to
shop include Wine & Liquor
stores; Luxury Boutiques;
Jewelry Stores and Art
Galleries.
For all other shopping
experiences, HNW consumers
value sales and discounts as
much as anyone else.

#10 -- Millionaires are conspicuous consumers
who buy only the best, highest-priced brands.

In a recent American Affluence
Research Center survey of
wealthy consumers (top 10% of
U.S. households based on wealth
with a minimum of $800k net
worth) were asked what was the
most that they could imagine
spending for a range of luxuries.
The chart to the left reveals what
the consensus of the most wealthy
consumers said they would pay.
The median amount and the
highest value reported in the
survey are shown.
The reality of their expected
spending is quite modest, e.g. a
median of $300 per night for a
room at a Caribbean resort or
hotel room in NYC. The survey’s
maximum amounts are also shown
in the chart to the left, which is
more in line with what various
luxury marketers hope that their
wealthy customers will spend.
The gap between what they
expect to spend and the maximum
is huge.
$300
$300
$300
$1,500
$1,500
$1,000
$200
$1,000
$130
$40
$125
$3,000
$10,000
$1,000
$10,000
$7,500
$30,000
$2,000
$25,000
$20,000
$25,000
$1,000
$0 $10,000 $20,000 $30,000
Room in winter in Caribbean resort
(per night)
European cruise (per person per
night)
Hotel room in NYC for vacation (per
night)
Refrigerator
Washer/Dryer set
Mattress king-sized
Linens set for kind-sized bed
Watch for dressy occasions
Watch for everyday
Wine bottle for special dinner at
home
Sunglass frames
Source: American Affluence Research Center Affluent Market
Tracking Study
What theWealthy Expect to Pay for Luxury
Median Maximum

The consumers’ age and life stage
are highly predictive of when
consumer expenditures will reach
their highest level in specific
categories.
The graph to the left by economist
Harry Dent, author of the
Demographic Cliff, shows the age
at which people’s spending peaks
in key categories. For example,
consumers aged 46 typically
spend the most on furniture; those
aged 53 spend most on
automobiles. Note: this chart
shows the age when people’s
level of spending reaches its
highest level. They may well
make purchases in these
categories before and after.
Unity Marketing’s Affluent
Consumer Tracking Study (ACTS)
shows consistently higher levels
of spending on luxury among
young affluents (24-44 years) than
mature affluents (45-70 years).
Wealth correlates with age too,
rising as people get older….

HNW households in the top
10% are led by a consumer
aged 58.1 years, nearly a full
decade older than the average
age of all households (49.4
years) as reported in the
Federal Reserve Board’s Survey
of Consumer Finances.
As wealth rises, however,
people tend to spend less on
luxury goods in particular with
some exceptions, such as
vacation homes, travel, and
cars.
Wealth grows with saving not
spending, so the typical U.S.
millionaire makes lifestyle
choices about spending that
will led toward their personal
goal: accumulating wealth, not
material possessions.
3%
13%
25%
27%
20%
12%
0%
5%
10%
15%
20%
25%
30%
<35 years 35-44 45-54 55-64 65-74 >=75 years
Average = 58.1 years
Age of HNW Top 10%

Millionaires haven’t moved, but still live well
below their means next door.

In Drs. Stanley and Danko’s
research, and in this research,
as well as that of American
Affluence Research Center’s
over the past 12 years, we have
found there are certain
important attributes that most
millionaires share.
These attributes include:
• Millionaires live within their
means.
• They are careful shoppers
who look for good quality and
value.
• They are aggressive savers.
Stanley & Danko call them
PAWs- Prodigious
Accumulators of Wealth
• They have limited experience
with true luxury retailers and
brands.
40

 The challenge for luxury brands is to tell a
‘new story’ to the affluent, one that matters to
them and makes them notice.
 And it isn’t the kind of brand messaging we see
from brands like LV, Gucci, Hermes, Prada, and
Rolex focused on status and featuring young,
beautiful, thin people.
 To create a positive impression brands need to
connect with the wealthy with stories that have
meaning to them at their life stage. These will be
messages that educate the affluent about why the
brand and its products represent good value and
merit being purchased.
 How does your luxury brand rate?
 This is a simple analysis but it points to an
important finding for all brands that aim to attract
the wealthy with money to spend on luxury goods
and services. You got to tell the right branding
stories to the right people (i.e. the wealthy) and
many brands are missing the mark.
 Further brand impressions are as important in
driving positive feelings as actual customer
experiences. That makes the job of marketers
and their advertising agencies extremely
important.They have to position and
communicate the brand's values and qualities in
the proper light.
Luxury brands need to tell a
‘new story’ to the wealthy, the
consumer segment that matters
most because they have the
wealth and ability to spend.
And it isn’t the kind of brand
messaging we see from brands
like LV, Gucci, Hermes, Rolex
focused on status and featuring
young, beautiful, thin people.

Today’s consumer marketers face an increasingly competitive
environment with many business and marketing challenges.
Unity Marketing leads with research to help businesses gain
insights into their core customers and their best target customers
– the affluent who have discretionary income to spend.

 Affluent Consumer Tracking Study
 Two waves
 Spring Shopper Track
 Fall Product & Services Track
 Consumer Gifting Study
 In-depth investigation into gift choices and shopping
behavior among middle-income to upper-income
consumers.
 Special investigation into how consumers use the internet
for their gift research, planning and buying needs.
 Survey completed April 2015 (n=1,649 consumers HHI
$97,900)
 Art, Framing & Wall Décor Study
 The ‘selfie’ culture has created a new market for frames
and wall décor. In addition, affluent consumers are
collecting more original, one-of-a-kind artwork to display
on their walls.
 An in-depth study is planned in 2016 to investigate the
new art, framing and wall décor market, with a special
section devoted to how consumers use the internet in
their pursuit of new art and frames to display.
 Millennials on the Road to Affluence
 This new study has important implications for every
brand that wants to connect with the next generation of
luxury consumers: the Millennials
To deliver more actionable
insights to marketers about
the best potential
customers in the U.S.
consumer market today –
the affluent top 20%.

 Qualitative expertise
 Focus groups, IDIs
 Expert, influential & channel partner studies
 Quantitative expertise
 Survey design
 Data analysis including statistical data analysis
 Analyzing survey results for key take aways
 Marketing & branding consulting
 How to use research to create more powerful brands
and more compelling marketing
 Speaking experience
 Presentations that deliver the most important
information and insights that the audience can take
away and put into action
We are a boutique
marketing research and
consulting firm.
We lead with research to
advise businesses that need
insights into mind of
affluent consumer with
incomes $100k and above.
8/5/2016Copyright Unity Marketing 2015

 Greater access to new AFFLUENT
consumer SAMPLES
 In-depth data about HIGH-END & LUXURY
customers
 Understanding of BRAND USAGE &
AWARENESS
 Key COMPETITOR BRAND usage &
awareness
 Purchase & usage TRACKING STUDIES
 CUSTOMER SURVEYS and studies to
identify new opportunities
Unity Marketing can
provide more data about
the affluent consumers,
combining both qualitative
and quantitative research
strategies.

 UNDERSTAND your best prospective CUSTOMERS’ needs
and desires
 Get the COMPETITIVE EDGE
 Develop more effective MARKETING STRATEGIES
 RESEARCH your market
 SHARE customer KNOWLEGDE & INSIGHTS
 Evaluate NEW PRODUCTS
 Find best CHANNELS OF DISTRIBUTION
 Track TRENDS in the market
Unity Marketing can help you
use the research data you
have on hand to greater effect
to drive growth for your
business.
We consult with companies of
all sizes,from small to mid-
sized to large multi-nationals.
We support retailers,
manufacturers and marketers
in both B2C and B2B
marketing strategies.

 Presentations CUSTOMIZED to specific needs of your
group
 PREPARE your marketing and sales teams for the
competitive landscape of tomorrow
 Gain “All Access” into the mind of today’s most
influential shoppers – the AMERICAN AFFLUENT
 Turn research-based INSIGHTS into ACTIONABLE
STRATEGIES for reaching your most profitable
customers
For over a decade Pam
Danziger has studied the
changing preferences,
shopping habits, attitudes, and
lifestyles of affluent consumers.
Her presentations, speeches,
seminars, webinars &
workshops are customized to
the needs of each audience.
Each presentation is designed
to give the audience news they
can use to understand the mind
of today’s most influential
shoppers – the American
Affluent.
The goal is to deliver research-
based insights that can be
turned into actionable
marketing strategies for each
member of the audience to
reach their most profitable
customers.

Unity's research-based
approach can help
marketers and retailers find
new opportunities for
growth in their businesses.
Email Pam188@ptd.net or
call 717.336.1600 to discuss
your marketing challenges.
Pam Danziger and the Unity Marketing team offer a range of
tools and resources to help marketers and retailers identify
their best customers and channel partners and how to reach
them most effectively with targeted marketing strategies
and tactics.

 Speaker, author, and market researcher Pamela N.
Danziger is internationally recognized for her
expertise on the world's most influential
consumers: the American Affluent. Her new mini-
book, What Do HENRY's Want?, explores the
changing face of America's
consumer marketplace.
 As founder of Unity Marketing in 1992, Pam leads
with research to provide brands with actionable
insights into the minds of their most profitable
customers.
 Leadership in luxury marketing recognized
through Global Luxury Award presented by
Harper’s Bazaar, London May 2007.
 She was named to Luxury Daily's Luxury Women to
Watch in 2013. She is a member of Jim
Blasingame: The Small Business Advocate’s Brain
Trust and a contributing columnist to The Robin
Report.
 Currently Pam is working on a new book : Meet
the HENRYs: Millennials on the Road to Affluence
 Her most recent books are What Do HENRYs Want?
and Shops that POP! 7 Steps to Extraordinary Retail
Success.
 Previous books, Putting the Luxe Back in Luxury:
How New Consumer Values Are Redefining the Way
We Market Luxury; Shopping: Why We Love It, Let
Them Eat Cake: Marketing Luxury to the Masses as
well as the Classes & Why People Buy Things They
Don’t Need
8/5/2016
© Unity Marketing, 2015
49

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