10 March 2005

Marketing to Mass Affluent Women

They're smart, educated, and have considerable discretionary income. How should you target this powerful group?

by Raksha Arora and Lydia Saad
Women control about $5 trillion in U.S. business and consumer spending and influence some 80% of all such spending nationally. One key subset of women who have proportionally more discretionary income is the mass affluent. Living in households that earn more than $75,000 a year, they represent about one quarter of all women nationwide, or about 15% of the general public. Gallup Poll data reveal insights that are key to targeting this powerful consumer group.
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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