Trend 2

CONSUMER NEEDS Premiumisation at its most basic is about priorities, as consumers invest in products that matter to them while ignoring those that do not. Premiumisation as a mega trend addresses customers’ social status needs, as it sets them apart from the crowd based on a criterion that they are Read more…

CONSUMER NEEDS Premiumisation involves making a product or service appeal to customers, so that they are willing to pay more, by emphasising its superiority and exclusivity. Previously, this would have addressed consumers self-esteem and social status needs, as premiumisation was a method of demonstrating wealth and success with material items. Read more…