What High-Net-Worth Consumers Actually Want from Luxury Brands

High-net-worth consumers are as diverse in what they value, desire and expect from luxury as any other audience. Understanding those differences is where smarter luxury strategy begins.In this episode of the Luxe Consumer IQ Podcast, host Emilia Simonin is joined by Chris Wisson and Meryam Schneider from Altiant, a specialist luxury consumer research agency focused on affluent and high-net-worth individuals (HNWIs). We explore what HNW consumers value today, how motivations and expectations differ across markets and wealth segments, and what these insights mean for the future of luxury marketing, personalisation, AI and client experience.If you work in luxury marketing, brand strategy, consumer insights, CRM or client experience, this conversation offers a fascinating perspective on the affluent consumer landscape — from segmentation and trust to the emotional experiences shaping luxury desirability.Inside this episode:Why understanding the differences between high-net-worth consumers matters for luxury strategyHow affluent consumer behaviour differs across wealth tiers, cultures and gendersThe say-do gap in luxury: what sustainability reveals about stated values and actual behaviourHow luxury brands can build trust and relevance through more meaningful communication“Quiet AI” in luxury: using AI personalisation to enhance service without losing the human touchThe shift from luxury as a product to luxury as a feeling — and the growing importance of emotional outcomesHow consumer research and affluent insights can inform better strategic decisions CHAPTER MARKERS:00:00 Introduction02:00 How to Reach High-Net-Worth Individuals03:21 Slow Shifts and the Say-Do Gap05:29 Segmenting Wealth Audiences07:58 Regional Differences: China vs US10:30 Personal Service and Quiet AI14:55 AI Backlash and Creativity21:29 Signals Marketers Misread28:28 Ecosystems and Collaborations36:34 Staying Close to Consumers41:04 Market Confidence and ValueLINKS:ATLIANT: https://altiant.com/Join the course waitlist https://www.luxeconsumeriq.com/waitlistNewsletter: www.luxeconsumeriq.com/newsletterYouTube: https://www.youtube.com/@luxeconsumeriq