For Biden, The Affluent Are Key to Economic Success

The 2020 election cycle will be the subject of academic and social debate for years to come, but one thing is clear — Americans are divided on a number of issues. For financially successful Americans, which Ipsos tracks in its long-running Ipsos Affluent Survey, things are no different. Despite being relatively insulated from the turmoil surrounding COVID-19 and the economic downturn, affluent voters were as polarized as everyone else in the U.S.

As for economic revitalization, that will depend on Biden’s ability to reassure Trump supporters they should continue with plans that will propel the U.S. economy. Marketers need to be cognizant of the trepidations that will be felt on both sides of the political divide and provide reassurance that now is the time to spend. With the possibility of one or more COVID-19 vaccines becoming available soon, U.S. consumer confidence will depend on the next administration addressing issues that are critical to affluent Biden and Trump voters.

Download our detailed paper now. To explore the Affluent market further, please revisit our recorded webinar here.