New Ways to Reach the Wealthy

The old ways of messaging to Affluents don’t work anymore. Marketers should focus on one mission: Messaging that makes people feel close to others.

The author(s)

  • Tony Incalcatera Senior Vice President, US, Audience Measurement
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The coronavirus pandemic has changed the day-to-day interactions of Affluent Americans, strengthening communication within tightly knit families while weakening interactions with almost everyone else. For marketers, this world of changed interactions means old ways of messaging to Affluents don’t work anymore.

Our research shows that despite positive news on the vaccine front, Affluents are living in a narrower world until there is widespread inoculation. Because people are generally social beings, with a sense of needing to belong, they are looking for ways to be a part of something bigger. Marketing messages that help Affluents feel part of that “something bigger” will help establish good will and connections with brands.

For more than 40 years, Ipsos has tracked the lives and lifestyles of financially successful Americans in its syndicated Affluent Survey and quarterly Barometers. This paper shares research and offers guidance to marketers on the changes that COVID-19 has brought to wealthy consumers—download a copy today!

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The author(s)

  • Tony Incalcatera Senior Vice President, US, Audience Measurement

Media & Brand Communication