A high cost of living sounds like bad news for brands. It's the opposite — it's a signal of who is ready to pay for "worth it" instead of "cheapest."
The higher the cost of living in a market, the more your brand video should look — and feel — premium.
It isn't only luxury goods — small appliances, beauty and home goods all benefit. Buyers in these markets aren't chasing the lowest price; they're chasing "low-hassle" and "something I identify with."
They're already used to high rent and high prices. If the video says "saves time, saves trouble, makes daily life more comfortable," it lands.
Norway, the U.S., Denmark, Canada, the U.K. and Sweden all appear on both lists — this audience is "active and health-focused" and "high spending" at the same time.
Source: Adapted from a FENSATO cross-border brand-marketing brief. Cost-of-living figures are approximate market averages.