Luxury: People want more friends, especially the wealthy.

A recent study by Future Foundation noted that those people from AB social grades are more likely to want more friends and fulfil their ambition than DE audiences:

“Those in the highest social grade have the highest aspiration for more friends (15%). They also have the highest demand to fulfill themselves (35%) and also have the strongest wish to have less fear (15%).”  Source: nVision Research ‘Aspirations’  Base: 1,000 face-to-face respondents aged 16+, GB, 2011

Ok, it stands to reason but I have been arguing with a number of people who say the luxury consumer rarely use mass social networks and are unlikely to share.   My guess would be that if the conversation or content is right and feels special / exclusive, they would be more likely than most to do so.

In the coming weeks I will be covering any social media research in the luxury/premium sector I find in the quest to see if I’m right and they are in fact receptive for engagement and sharing,.

Please feel free to contribute (for or against!)

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