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Emotional Experiences: The Path to HNW Investors?

by Mike Ma

David Brooks wrote a great piece today that I think holds a lot of insight for marketers and distributors today. If you are interested in reaching the high net worth investor of tomorrow (and subsequently their advisors), please read:

As the world gets richer, demand will rise for the sorts of products Americans are great at providing -- emotional experiences. Educated Americans grow up in a culture of moral materialism; they have their sensibilities honed by complicated shows like "The Sopranos," "The Wire" and "Mad Men," and they go on to create companies like Apple, with identities coated in moral and psychological meaning, which affluent consumers crave.

If you want to reach these "affluent consumers" or what we call high net worth investors, ask your team today, ask yourself today, "What do we stand for? What don't we stand for? What is the emotional experience that we communicate through every meeting, every phone call, every prospectus, every quarterly investment report that we publish?"

We all have a lot of work to do. Let's go.