SOURCE: Luxury Institute

October 16, 2007 11:00 ET

Luxury Institute WealthSurvey: High Net-Worth Consumers Name Lexus the Most Philanthropic Brand

NEW YORK, NY--(Marketwire - October 16, 2007) - High net-worth consumers named Lexus the brand they most admire for their philanthropic efforts in the 2007 Social Responsibility WealthSurvey from the independent New York-based Luxury Institute ( Also cited for their philanthropy were financial services firm American Express and lifestyle brand Polo Ralph Lauren, in second and third place, respectively.

Eight of ten wealthy consumers feel that community commitment is an important philanthropic activity for luxury brands. These consumers feel that brands that donate a percentage of their profits to charities and sponsor charity events can be considered truly philanthropic.

"Traditionally, luxury brands have found it effective to target wealthy consumers through the charitable activities and organizations with which consumers are affiliated. However, philanthropy is not simply a targeting vehicle, but also a driver of brand preference," said Milton Pedraza, CEO of the Luxury Institute. "Our research shows that if wealthy consumers know that a luxury brand actively contributes to their community, they will give that brand greater purchase consideration over a brand that does not. At the Luxury Institute we provide impartial and independent 'voice of the high net-worth consumer' insights that benefit luxury consumers and the companies that seek to serve them," added Pedraza.

The proprietary WealthSurvey is the only measure of wealthy Americans on corporate social responsibility. A national sample of over 950 wealthy American consumers, with an average income of $307K, and average net worth of $3.1 million was surveyed online. Survey results are weighted to match demographic and net-worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.

The Luxury Institute provides this detailed PowerPoint analysis and dozens of its own proprietary surveys exclusively to members of its Luxury Board (, a global community of luxury goods and service executives, professionals and entrepreneurs.

About the Luxury Institute

The Luxury Institute is the uniquely independent and impartial ratings and research institution that is the trusted and respected voice of the high net-worth consumer globally. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices. The Luxury Institute also operates the Luxury Board (, the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to

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