There are 26 million high-income ($100K+) and affluent ($250K+) households in the US. Yet many brands fail to connect with this treasure trove of consumers because their marketing falls prey to clichés. Too many advertising campaigns rely on tropes of “the 1%” rather than a smarter approach: actually getting inside the heads of these high-earning consumers.
See below for an infographic overview of today’s highly coveted cohort — high-income consumers. Spoiler alert: They feel much less affluent than marketers are portraying them.