Premiumisation and the rise of the global Modern Affluent consumer


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Throughout 2020, Keko London, in partnership with BVA Nudge Unit (part of the BVA Group), trawled through the academic literature, behavioural economics and science behind what we call Emotionally Charged Purchases. The articles in this series will seek to unpack some of the implications for brands trying to either defend or increase people’s willingness to pay for premium products.