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The New Wave of Affluence

The New Wave of Affluence

Five tiers of affluent households identified, along with which demographic is on its way to the rich life, and why it's time to abandon the idea of mass affluence.

May 23rd, 2011 |

24 pages; Power Point Slides


By David Hirschman

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Income inequality may be a political talking point in Washington D.C., but it's also a reality that marketers need to consider when they are positioning products aimed at upscale consumers. In the wake of the Great Recession, it's time to rethink how to market to the segment that drives nearly 50% of consumer spending. But just who is affluent today? And which group is on the path to the rich life? This Ad Age Insights white paper, based on studies and data from strategic partners Digitas and Ipsos Mendelsohn, identifies five tiers of affluent households and explains why true affluence isn't achieved until the $200,000 household income level. Two distinct groups are found at the $100,000-$199,999 household income level, one on the path to riches, and one that has fallen back into the middle class. Learn why career is one of the strongest indicators for attaining wealth, and how media habits change as consumers move up the tiers. This white paper includes 10 charts, available as downloadable Power Point slides.


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