益普索-全球商业意见领袖（GBI）报告（英文）-2019.7-47页_11mb

GBI USA Launch Presentation Summary

Core Content

The GBI USA Launch Presentation, released in September 2018, explores the decision-making processes of Global Business Influencers (GBI), a niche group representing less than 1% of the population but with significant spending power and influence across key sectors like finance, luxury, and travel. These individuals are central to the profitability of B2B marketing strategies, and their decision-making is shaped by a complex interplay of emotions, intuition, and cognition.

The presentation emphasizes that GBI are not only rational decision-makers but also rely on non-rational influences such as gut feelings and emotional responses. This is particularly important in an era of disruption, uncertainty, and technological change, where data overload and security concerns are major challenges.

Main Viewpoints

• GBI are a small but influential group: Representing 23 global markets and 72% of the world’s GDP, GBI are critical to business outcomes.
• Decision-making is not purely rational: GBI use a combination of emotion, intuition, and cognition to make decisions, especially in high-stakes scenarios.
• Emotions and intuition are key drivers: These factors are more influential than pure data analysis in decision-making, particularly in areas like media and finance.
• Risk is a core component of decision-making: There is a clear link between intuition and risk-taking, with higher net worth individuals more willing to take risks for greater returns.
• Sustainability and personalisation are rising trends: Especially in the luxury sector, where consumers are more conscious of the environmental and social impact of their purchases.
• The experience economy is dominant: People value unique experiences over material goods, and brands must align with this trend to resonate with GBI.

Key Information

GBI Overview

• Definition: A niche group of high-level business professionals.
• Size: Less than 1% of the global population.
• Influence: They are crucial for sectors such as finance, luxury, and travel.
• Geographic Reach: Represent 23 markets globally, including the US, Europe, Asia, and the Middle East.

Decision-Making Factors

• Emotion: Plays a significant role, especially in situations where rational data is insufficient.
• Intuition: Often based on experience and gut feelings, it's a powerful tool in uncertain environments.
• Cognition: Involves knowledge, logic, and analysis, but is used in conjunction with emotional and intuitive factors.

Risk and Investment

• Risk appetite varies by net worth:
  • Net worth below $250,000: 47% are willing to take high risk.
  • Net worth over $1 million: 68% are willing to take high risk.
• Sustainable investing is becoming more prevalent, with almost 60% of GBI engaging in it, and 47% in impact investing.
• Charity and philanthropy are also important, with 33% of GBI involved in such activities, even without financial returns.

Luxury and Travel

• Luxury spending: 23% of US GBI intend to spend over $2,500 on luxury clothes and shoes in the next 12 months.
• Personalisation is a key trend, with 33% of GBI valuing customised products and experiences.
• Sustainability is a major driver in the luxury sector, with brands expected to be transparent about their supply chains.
• Travel is driven by the experience economy, where memorable experiences are prioritized over traditional product ownership.

Media and Communication

• Media consumption habits:
  • GBI use multiple platforms for information, including print, television, and digital.
  • 11.2% of GBI consume content from any international media brand.
• Communication strategies should be tailored to reach GBI effectively across all platforms, with a focus on authenticity, experience, and personalisation.

Conclusion

The GBI are a disproportionately important audience in global business, and understanding their decision-making psychology is essential for effective marketing. Their reliance on emotion, intuition, and experience means that rational data alone is not enough. Marketers must integrate these elements into their strategies to engage and influence this key demographic, especially in sectors like finance, luxury, and travel.