Affluence, which means the abundance of money, property and other material goods, riches or wealth.
These people are the movers and shakers of personal consumption in the market. They make the money go round and round, economies thrive and opportunities bloom. However, they cannot be categorized in one umbrella alone. It's more complex now. According to the article, a study done by McCann Worldgroup Philippines, there are 3 groups of affluent markets that have different views on success or richness.
Group 1: THOSE Who work to IMPRESS
They are the ones who like to reach the top and stay on top, ahead from anyone else.
They measure their success on how society may perceive them, with their cars, with their associations, with their friends, with their girlfriend/s, with their companies and position.
They are BRAND conscious ones. They use brands to depict status and wealth.
Group 2: THOSE who LIVE to WORK
They are the milder type of group 1. They are more goal oriented and love to accomplish set goals and targets.
They measure success by every opportunity sought and success through hard work.
They are more pragmatic buyers than GROUP 1. They only use brands to achieve their desired output, and not to show off. They view certain products with brands as tools to achieve the end goal, and not the end goal in itself.
(Ex: GROUP 1: Concentrates on brands for people to know they are successful etc.)
GROUP 2: Uses trusted brands to gain leverage in the business and have a chance to be successsful)
Group 3: THOSE with JOIE de VIVRE
They are the more ideal group.
Success and affluence cannot be measured or gained by social perceptions and business success. It is more about enjoying life to the fullest.
They aim to make their money work for them so they can live without having to worry about work. (Manilatimes)
It's a bit complex I know.
Personally, who wouldn't want to belong to Group number 3, right? I mean, ideally that should be the case if you have resources. But I think I'm more into Group number 2. Group number 1 is just too freaky for me, and personally I'm not like that. Although, I know people who perfectly fit Group number 1, (three names are coming up) and there's nothing wrong with that, it just leaves you with a better understanding on their perspectives and how they view success.
Some traits that initially belong to group 1 may be adapted by group 2 or vice versa. But it's more of the collective assessment, which is the key. I bet with so many questions and observations, you'll know which group you belong to.
How is sweet it is to be affluent, noh?
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