THE TRUTH ABOUT AFFLUENCE A Global Study by McCann Truth Central
The Truth About Affluence, McCann Truth Central’s latest study, explores the modern meaning of affluence and delves inside the homes and minds of affluent individuals in cities all over the globe.
METHODOLOGY
To unpack Affluents’ passions, priorities and brand relationships as well as to capture both the similarities and differences between affluent consumers across regions, we conducted a 4,000-person online survey of the top 20% of populations around the world, as defined by annual household income and net worth. This was complemented by multiple in-home discussions, or ‘dinner parties,’ with groups of affluent individuals.
‘I’M NOT AFFLUENT’ Although we surveyed the top 20% of the population according to income and assets, when our respondents were asked to assess their own level of affluence, 88% put themselves outside of this top 20%.
IDENTIFYING AFFLUENCE
Our study determined that 70% of Affluents expect other affluent individuals to own multiple properties and more than half expected ownership of multiple luxury cars, exclusive club memberships, elite credit cards, and financial advisors. The top physical indicators of affluence for a man were his shoes, coat, and
FOR A MAN Poise & Posture
53% 47%
Poise & Posture
for a woman
Shoes
31% 45%
Jewelry
Expression
27% 19%
Bag
Coat
22% 19%
Expression
Watch
16% 12%
Cosmetics