The Global Business Influencers (GBI) are a very niche group representing less than 1% of the population.
But, considering their: influence, spending power, and the corporate budgets they control, they are a disproportionately important audience for B2B marketers. They represent the key to profitability for sectors such as: finance, luxury goods and cars, airlines, and hotels.
We speak to them across Asia, Europe, the USA, China, and for 2017 we added Japan increasing the total number of countries covered to 17.
As you’d expect with a unique audience such as this they’re incredibly difficult to speak with. You can’t reach them via general population surveys; they’re just too small to pick up. And this is where GBI comes in. It focuses on senior business people in medium and large companies. It’s used extensively by the media industry globally, to understand this vital audience.
What’s affecting the GBI in 2017?
This year’s survey has found technology to be the underlining issue effecting the GBI. In both their personal and professional lives, this is a demographic that are keen to be at the cutting edge of new developments. Technology informs every aspect of their lives from the way they run their companies to where they invest their money and take their holidays.
However, despite an interest in developing platforms such as virtual reality and artificial intelligence, the GBI understand the importance of getting the basics right. The majority consider IT infrastructure and cyber security to be the top priority and issue facing their businesses.
Technology is also effecting their purchasing habits. As would be expected, the GBI have a considerable amount of disposable income and continue to spend this on travel, cars, and traditional luxury items, such as: jewellery, watches, bags, and stationary. But, the GBI want their purchase to make a statement about them beyond their wealth. Technology is playing a part in that statement as the GBI are leaning towards luxury goods that use innovative techniques and materials. They are also more likely to consider purchasing items for brands with heritage or ethical and moral views that support their own.
For a more detailed explanation of the European findings please see the below recording of Senior Director, James Torr presenting at the Soho Hotel at the end of September.
For more information on this year’s findings please see the attached presentations which respectively discuss the results for: Europe, USA, and Asia.