Forty-six percent of affluent men with a household income of more than $250,000 are optimistic or very optimistic about the U.S. economy, while 21 percent of women express the same sentiments, according to a new report from the Shullman Research Center.
The Shullman Luxury and Affluence Monthly Pulse uncovered significant differences in the mindset of high-earning male and female consumers. Luxury marketers that work to sharply target consumers by gender should tap each group’s emotional state to effectively showcase products and services.
"Beyond income level, the second most frequently used way of targeting is by gender," said Bob Shullman, founder/CEO of the Shullman Research Center, New York.
"Women are more emotionally engaged and men are less so," he said. "If you are a marketer, depending upon whom you are targeting, you need to think about how you describe products, what words you use and the essence of your marketing."
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