In Mass Affluence, customer management and marketing strategy experts Paul Nunes and Brian Johnson explain that we are witnessing a pendulum swing in marketing from “one-to-one” customer strategies back to mass marketing. But this is mass marketing with a twist: The targeted customers are not the middle class of the post-World War II era. They are richer yet more cautious consumers — and they won’t respond to the strate- gies that worked with their middle-class predecessors.
Based on extensive consumer research and practical application within many industries, Mass Affluence outlines seven new rules of mass market- ing aimed directly at what Nunes and Johnson call the “moneyed masses.” Throughout, the authors illustrate how innovative companies are already successfully implementing these strategies — not with traditional “luxury” goods, but with high-end products that fill an often ignored middle ground in ordinary categories from household cleaning to apparel to oral care.
Exploring the marketing implications of this phenomenon for the first time, the authors reveal how organizations can capture the latent value in a powerful — and largely untapped — market.