As unfair as it may seem, the world counts a growing
number of individuals who couldn’t care less about
a 0.2% drop in economic growth or even a full- blown recession.
According to a June 2002 Merrill Lynch/Cap Gemini report, more than 7,000,000
people worldwide possess investable assets of at least US$1 million. Excluding
real estate, thank you very much. The assets of THE
NON-CYCLICAL RICH grew by 3% last year, which, by the way, was
the smallest (!) increase since 1997.
The opportunities are endless: from selling new ludicrously
luxurious goods (with equally ludicrous margins) to adjusting
advertising lingo (for example by acknowledging their purchasing
power and ignoring any talk of discounts), to setting up
exclusive media channels (non-cyclical rich magazines) on
a global scale, enabling other marketers to engage with
THE NON-CYCLICAL RICH
in trusted environments.
For a related trend description,
see SYMPVERTISING.
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