The evolving faces of wealth: Unveiling the diverse world of high-net-worth consumers
One of the most rewarding aspects of my role involves engaging with consumers on a deeply personal level. I often describe it as a “human to human” interaction. Listening to their stories, understanding their daily routines, aspirations, and challenges offers invaluable insights. These conversations enable us to develop solutions and communications that deeply resonate with them.
In our latest study, we integrated cultural trend analyses with over 95 interviews conducted with high-net-worth individuals and service providers worldwide. The findings were fascinating, depicting a segment with a truly global mindset and a high incidence of international travel, but also facing numerous changes. Here are some key takeaways that particularly stood out:
1. The multifaceted nature of wealth
The high-net-worth segment is incredibly diverse. We identified three distinct groups:
- Traditional affluent: Often established families who have built substantial businesses in their countries, passing wealth through generations.
- New affluents: This group includes YouTubers, influencers, and savvy investors who have recently acquired their wealth.
- Emerging affluent: Typically, young executives climbing the corporate ladder or those in specialized sectors like agribusiness.
Each group has unique motivations and expressions of luxury, making it evident that a one-size-fits-all approach is inadequate.
2. The winds of change
The segment is evolving, driven by a significant generational transfer of wealth and an increasing presence of women. By 2030, Millennials are expected to represent 55%¹ of the luxury market. This shift brings new values and trends, such as a heightened focus on holistic well-being and a preference for experiences over material possessions.
3. A borderless lifestyle
Many high-net-worth individuals live in multiple countries or own second homes abroad. This presents significant opportunities for the financial sector, particularly in terms of authorizations, user experience for global services, and value-added offerings outside their home countries.
One particularly memorable interview was with a consumer who resides in a Latin American country but has homes in Houston, Miami, and Madrid. He spends several months each year in these residences. When asked why he stays in his home country despite security concerns, he shared that the personalized services he receives there, such as having a personal assistant and chauffeur, make his life more comfortable. Local restaurants even accommodate him without reservations, a level of service he doesn't experience abroad. This raises the question: Can we bridge this service gap when they travel?
To dive deeper into this fascinating segment and learn how we can better connect with them, I invite you to read our comprehensive paper on high-net-worth consumer trends for 2025.
Engaging with these individuals has not only expanded our understanding but also highlighted the importance of tailored solutions that meet their diverse needs. Join us as we explore the future of luxury and the evolving expectations of high-net-worth consumers.
If you want to learn more about the high-net-worth consumer trends, download our complete report here.