Team One Report Reveals Global Affluent Shift from High Net Worth to High Life Worth
Today, Team One, a premier agency for affluent audiences and a thought leader in evolving premium and luxury brands for a world transformed, released its 2025 Global Affluent Collective report, 'Worth Beyond Wealth.' This comprehensive study reveals a seismic shift in how the world's most influential consumers define and pursue success, with profound implications for premium brands.
Drawing on 15 years of proprietary research into the top 10% of global household earners across 22 countries, Team One's latest study documents a fundamental evolution from pursuing High Net Worth to pursuing High Life Worth. These culturally influential consumers increasingly measure value not by what they extract from the world, but by how they contribute to it and develop themselves in the process.
"This isn't a trend—it's a complete reconstruction of how success is defined by the world's most affluent and influential consumers," said Mark Miller, chief strategy officer at Team One. "Despite increasingly uncertain times and a world where borders seem to matter more than ever, the Global Affluent Collective remains united by values that are stronger than the geographical boundaries that divide them. The most provocative finding is how they've moved beyond asking 'What do I own?' to 'Who am I becoming?' This transformation demands an entirely new approach from premium brands."
The report identifies three key dimensions that define a worthwhile life for today's Global Affluent Collective:
1. Emotional Fulfilment and Human Connection: 89% define key life moments through meaningful connections, with 90% actively seeking relationships that elevate their lives.
2. Growth and Discovery: 95% consider continuous learning their ultimate luxury, with 75% defining life's most significant moments through personal growth.
3. Milestones and Achievement: 88% believe status is earned through being knowledgeable and respected rather than through possessions, with a two-thirds majority defining life through meaningful accomplishments.
This evolution has transformed the Collective's purchasing behaviours. Rather than traditional wealth thinking that asks 'Can I afford this?' or 'Will this appreciate financially?' they now apply a 'Return on Worth' framework, asking 'Will this compound my growth?' and 'Will this appreciate me personally?'
"What we're witnessing is the emergence of a parallel economy of worth, operating alongside traditional financial markets," said Tahni Candelaria, director of cultural anthropology at Team One. "Luxury is no longer only about having exceptional things—it's about integrating excellence with impact. The best premium brands won't just sell luxury—they'll help architect high-worth lives."
The "Worth Beyond Wealth" report, available now, provides premium brands with a blueprint for engaging with this influential community, whose redefinition of success today often becomes mainstream aspiration tomorrow. For full report findings, visit TeamOne-USA.com.
