Team One Hosts Global Affluent Tribe Event in Shanghai
As support for Team One’s current research initiative, the Global Affluent Tribe (GAT) study, the full-service ideas agency hosted a consumer insights event in Shanghai, China on Thursday, November 20, 2014. A similar event will occur in New York in February 2015.
The Shanghai event invited local GAT members to explore the theme of legacy in the modern world—the traditions that are passed down and the new ones currently being created for next generations. Set against the backdrop of Shanghai—a city that seamlessly blends old and new influences—the conversation illuminated the important role that legacy plays in the minds of our GAT both in China and in the world at large.
Professor Pierre Xiao Lu, an international expert of luxury brand management and consumer behavior, joined Team One to host the evening.
Originally launched by Team One in 2010 to better understand post-recessionary wealth, the GAT study has been informed by syndicated research, cultural explorations and qualitative research from around the world. The GAT study is currently taking place in Shanghai, Mumbai, London and New York. More cities in different regions of the world will be added in 2015.
“Team One uncovered that people in the influential Global Affluent Tribe have more in common by virtue of what they love than by where they live. They have a shared view on mobility, success, status, belonging and consumption. For marketers of global premium brands, there is a growing imperative to gain a deeper understanding of the values and ideas that bind this group,” said Mark Miller, Chief Strategy Officer, Team One.
Team One, a division of Saatchi & Saatchi and in the Publicis Groupe, specializes in launching the remarkable for aspirational brands and is a boutique agency within a global network.