UPPIES: TODAY—The Top 5 Trends Among Upper
Income Women in America

Why do we need to know about affluent women? Today's 22 million affluent women represent $224 billion in spending power. These women are the head of the comet, leading the trends that the rest of the women's market will follow.

Affluent women today are a moving target. They are works in progress, shifting focus as their lives evolve. These shifts and realignments propel affluent women into a life that is not a single straight line, but a series of journeys:

Nickles & Ashcraft's UPPIES: TODAY Study of upper income, or affluent women, revealed for the first time that these women have clustered into six distinct attitudinal/lifestyle tracks, or personal journeys. The psychographic composition of the constituents of these journeys reveals breakthrough trends among affluent women that are of great significance to marketers.

• Indulgence Journey
• Experiential Journey
• Star Journey
• Off-Road Journey
• Nester Journey
• Reinvention Journey

UPPIES: TODAY explores the women on these Journeys and offers quantitative and qualitative cues to understanding this critical market—and where it is going in the future. Areas explored include:

• changing attitudes, motivations and behavior
• top trends and psychographics
• key lifestyle tracks of affluent American women

A new level of insight on how to reach and relate to this complex market, including attitudes toward:

• finances
• lifestyle and work/life balance
• self-image
• family and generational issues
• purchasing patterns
• brands
• media

For further information on the 6 Journeys of Affluent women and the UPPIES:TODAY Study please contact Nickles & Ashcraft.