The future of consumerism isn’t about who has money—it’s about who can convince people to spend that money.
That’s the main point behind a new report from the consulting firm A.T. Kearney. The Consumers of the Future: Influence vs. Affluence argues that the traditional affluence-based logic behind marketing (find pockets of affluence and build around that market) is giving way to a more influencer-driven market.
In other words, people with strong engagement over a certain audience—think bloggers, podcasters, celebrities or Instagrammers—can help drive lots of spending. And that means markets are building up around those influencers—big or small.
Please click here to read the complete article from Associations Now.