CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility
This is an article reproduced from Web Dentsu-ho

CONNECTING WITH THE MASS AFFLUENT

Part III: How to Communicate with Affluent Women
— Interview with the Originator of the Terms "Celeb" and "Ele-girl"

◆ Mass affluent women motivated by feeling special

Part III: How to Communicate with Affluent Women

Koyama:

One of the things revealed by this survey is that the mass affluent want to be noticed, and not be treated like everybody else.

Sogo:

I believe that's a very important point. Everyone is happy to be told that they are special, and this is particularly true of very ambitious affluent women.
As we were saying a short time ago, the desire to shine within one's community is considerable. Beyond the main reason for attending study groups, taking lessons, and going to sports clubs, is the desire to make friends.

Ishii:

Having a pet is an aspect of this too, isn't it? Pet owners meet and socialize during walks, creating a community.

Koyama:

It's similar to a class-based community in the West. The concept of social classes is not very prominent in Japan.

Sogo:

Class may not be pronounced in general, but in fact many women are conscious of it. That is why they feel extremely happy when they are seen as elite.

Koyama:

That inspires them.

Sogo:

The relationship with a department store personal shopper is a perfect example. In addition to clothing, they will arrange dinner reservations, and in some cases even consult with clients on life matters. Going to such lengths to show clients that they are number one, and showing them consideration, is what leads to a trusting relationship.
The younger generation, however, may feel uneasy with overly assertive personal shoppers. Many people are uncomfortable with face-to-face communication.

Koyama:

Methods of communication could be changing.

Sogo:

In that sense, communication online or through a social networking service could be highly effective with the young generation.

Koyama:

I think that's certainly true. We plan to conduct further surveys in this area, and to explore the potential for many types of businesses aimed at the affluent segment of society.

Project members

Hiromi Sogo

Hiromi Sogo

Editor-in-Chief
Contents Division 25ans & Richesse
Hearst Fujingaho

Masashi Koyama

Masashi Koyama

Chief Planner
Strategic Planning Division
Dentsu Inc.

Kaori Ishii

Kaori Ishii

Chief Planner
Integrated Digital Marketing Division
Dentsu Inc.

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