Evolving Aspirations: Navigating Status - Insights from Effie and Ipsos
In a world where quiet luxury prevails, aspirations have shifted. The latest report, Evolving Aspirations: Navigating Status, jointly conducted by marketing effectiveness powerhouse Effie and renowned research organization Ipsos, delves into what defines success today. Here are the key takeaways:
1. Quality Over Flaunted Wealth: Rather than flaunting material riches, today's audiences value quality. Acquiring enough wealth for security is essential, but equally important is the freedom to enjoy it.
2. Autonomy and Enrichment: Success is no longer solely about external markers. It's about internal factors: how we treat others, our work ethic, and our innate abilities. Autonomy plays a crucial role.
3. Britons' Attitudes: While only 10% of Britons seek to display their wealth, a significant 70% disagree with flaunting it. However, half of them (48%) willingly invest in higher quality products.
4. Effie-Winning Campaigns:
- TUI's "Live Happy": This campaign celebrates travel as an investment that enriches life. Emotional connection increased by 13%, driving passenger volumes up by 30% at lower costs.
- Vodafone's Connectivity Focus: By emphasizing connectivity, Vodafone aimed to increase non-user consideration by 30%.
- DFS & Pablo: Individual autonomy was embraced, resulting in £57 million additional revenue and a campaign profit ROI of £3.24.
In this landscape of quiet luxury, success lies not only in what we possess but in how we experience life.
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