Gone are the days when consumers were content with mass-market products. Growing spending power has seen the demand for premium products take off.

While the “premiumisation” theme has been applied in things like baby products and food before, rising demand for high quality products and services has led to premiumization in other sectors like real estate. Before you know it, you see this trend everywhere:

More than just an office space: WeWork, a co-working space leasing business, calls themselves a global platform of creators that helps people to create a life, not just a living. This is fitness evolved: Peloton, a company selling exercise bicycles with fitness regimens, created “exertainment” (exercise + entertainment) Thirsty?: S’well created a brand new category called “hydration” for their humble water bottles. No longer just steamboat: Hotpot chain Haidilao added new experience for their customers such as manicures, popcorn and performance during meals. Level up:...