9 December 2004

Marketing to the Mass Affluent

They've got cash to spare, they're growing as a group, and their social attitudes are complex. How do you target them?

by Raksha Arora and Lydia Saad
Educated, idiosyncratic, and flush with discretionary income, the mass affluent -- people who make $75,000 or more annually -- defy easy characterization. Politically, they're right-leaning; socially, they tilt to the left. How should marketers target this complex, and fast-growing, consumer segment?
Raksha Arora is a Senior Consultant for the Gallup World Poll.
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Lydia Saad is Senior Editor with The Gallup Poll.
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