In an article by The Edge Markets, BCG’s Aparna Bharadwaj asserts that all consumer product companies need to pay attention to the mass affluent segment in Southeast Asia, not just the luxury market. As described in the referenced BCG report, of which Bharadwaj is a co-author, “mass affluent” is made up of “consumers with the incomes and the intent to sharply increase their acquisition of premium and luxury products. They represent the top tier of income earners in the respective countries — usually the top 5% to 10%, depending on the market.” Bharadwaj suggests that consumer companies engage the mass affluent in Southeast Asia by developing regional strategies and using digital channels to target travelers.
