They are in the only tier of the population that is actually increasing its consumption: In the last four years, their share of total consumption rose 5 percentage points.
Retail Holiday Newsletter 1 · page 6 of 18
The slide includes a specific case study example of 'The Greens' to illustrate the Affluent segment.
Consulting deck · segmentation · decompose_segments · dense density
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Slide schematic 6/6
image 1/1 paragraph 1/1 source-note 2/2 table 1/1 title 1/1
Components 6
photo paragraph source-note source-note data headline
Tools 7
The Rule of Three block · 80%
Three tiers framing chosen over finer segmentation
Three Pillars block · 78%Three MECE tiers organize the segmentation argument
2x2 matrix slide · 80%Comparison matrix of Affluent, Aspirational, and Lower Income tiers across Income, Population, Consumption, Jobs, and Assets.
Action Titles slide · 88%Title 'Three distinct US household tiers' states the framework
Color Strategy slide · 90%Blue/red/grey columns encode Affluent/Aspirational/Lower-Income
Law of Similarity slide · 75%Consistent column styling groups all attributes per tier
Small Multiples slide · 85%Repeating row structure: Income, Population, Consumption, Jobs, Assets
Metrics 1
Frameworks 2