We are on a mission to define affluence. Traditionally it was about luxury and status. Today, it is being defined by a new generation of consumers. With a spending power that is greater than any previous group, as of last year, the modern affluent millennial and generation Z consumer is shaping the world economy. This group are abandoning traditional symbols of ownership and focusing on expressing their individuality. In order to survive brands have to adapt. They need to meet these cultural expectations head on and embrace the new value codes that are emerging. Brands that understand this will win share of heart and wallet. We want to lead the way. Framed by a mindful approach we will bring industry leaders together to ask daring questions providing businesses new insight on this Modern Affluent consumer. The Modern Affluence Exchange (MAX) aims to bring together brands, industries and individuals around this common target consumer. It provides content and consultancy with a future ambition to connect capital to start and scale up opportunities in this area. In our digital space we aim to challenge the norm news cycle of content and create independent insight and research including ambitious white paper partnerships. Beyond this our focus is collaboration of people, through events, consultation, and committees to; Own the CONCEPT, Host the CONVERSATION and Drive the CHANGE.