As we have written before: “Influencer marketing is a BIG deal. With it, we target well-known individuals. And their effect on the purchase decision is high for some consumers (followers).” Also: “With a groundswell of interest, there are many interpretations of what influencer marketing really means.” Thus, let’s take a look at A.T. Kearney’s influence versus affluence report. It is insightful and forward looking.
Background: Influence Versus Affluence
According to Kearney’s Michael Brown, Greg Portell, and Hana Ben-Shabat:
“America’s business landscape is being transformed. Why? Due to the collision of two different types of commercial and social organization. (1) Affluence, the traditional approach to growing markets and establishing social status. Based on mass production, distribution, and media models. (2) And the challenger? Influence, the ability to instantly move markets by amplifying and reaching an individual voice. Or a community of voices.”
“As a result, this paradigm shift is the cornerstone of Kearney’s study of U.S. consumers. And the study is part of A.T. Kearney’s ongoing Consumers@250 research. It seeks to describe what American consumers and businesses look like in 2026. At that time, the nation celebrates its 250th birthday.”
To access Kearney’s full report, click the image. Consumers@250 Study. America’s Next Commercial Revolution: Influence vs. Affluence.
A.T. Kearney’s Influence Versus Affluence Report
In sum, three themes emerge:
- The shift from Affluence to Influence arises from a perfect storm of demographic shifts, changing values, and hyper-connectivity. Therefore, this permanently rewrites the rules of global consumer consumption.
- As a result, the mass market of the future will thrive on influence, personalization, and trust.
- Finally, brands and retailers can appeal to future consumers and take advantage of technology to influence and sell. And the ability to engage consumers in the digital world will be more crucial.”
