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| Opportunities & Exposures: Marketing |
Consumptive Enthusiasm
Pam Danziger
02/01/2005
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While material goods make our lives more pleasant, people want something more meaningful than just another plasma television. Some 60 percent of luxury consumers agree with the statement: “At my stage of life, I am less interested in buying more things, and more interested in spending my money on special experiences that I will remember the rest of my life.” More luxury consumers report that they find greater fulfillment and satisfaction from experiential indulgences, such as travel, fine dining, entertainment, spa visits and other personal services, than from opulent goods such as clothing, accessories, jewelry, watches and cars.
Affluent consumers today value life experiences more; their spending will continue to shift in this direction. The future of our consumer economy is linked to spending on goods and services that deliver a personal event: a hike to base camp at Mount Everest, a stress-relieving massage, a new barbecue grill that enhances the taste of sirloin steaks.
After all, everybody knows that things will not make us happy. Today, living the good life is about doing and experiencing more, rather than owning more.
 | Pam Danziger is founder and president of Unity
Marketing and author of Marketing Luxury to the Masses (as Well as the
Classes). |
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