For Affluents, is it Time for Optimism?

Here's how to reach affluent Americans as spring approaches, vaccinations increase and the world re-emerges

The author(s)

  • Tony Incalcatera Senior Vice President, US, Audience Measurement
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Ipsos’ widely cited study on the spending habits of wealthy Americans has new guidance for marketers as spring approaches and vaccines are deployed.

Affluents’ optimism and their “financial insulation” is going to carry them through the last phases of the COVID-19 pandemic, a trend that has major implications for marketers.

This key influencer group drives the changes in nearly every marketing category. Ipsos’ exclusive insights into the group the past year helped companies who needed to quickly revamp their branding and strategy during a time of unprecedented upheaval.

Now as we are entering a phase of increased vaccinations, there is a collective sigh among Affluents as they look forward to a return to normalcy. Marketers should focus on the positive expectations of Affluents as their expectations of the recovery are strong.

Here’s what Ipsos recently discovered.

For more on this topic, please revisit our recorded webinar presentation here. 

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The author(s)

  • Tony Incalcatera Senior Vice President, US, Audience Measurement

Media & Brand Communication