UPPIES: TODAY—The Top 5 Trends
Among Upper 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 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 • finances Methodology: Quantitative study was conducted via Internet data collection in October, 2005 among 706 nationally representative women in U.S. Census demographics between the ages of 20 and 55. A representative subsample of upper income women (household incomes of $75,000 plus) was also provided. This methodology allows comparison between women in general and upper income women in particular. In addition, in-depth qualitative interviews were conducted among high net worth women with investable assets over $1,000,000. For further information on the 6 Journeys of Affluent women and the UPPIES:TODAY Study please contact Nickles & Ashcraft. |