Marketing to Middle Americans - US - January 2018
Middle Americans make up nearly half of the population and reflect the average in terms of their household income and level of education. This group is crucial for marketers to understand, given their size, but they can be hard to define because their attitudes and behaviors occupy a middle ground between budget shoppers and affluent consumers. Middle Americans are optimistic that they can achieve their financial goals, but if their incomes fail to grow as fast as their expenses, the American Dream gets further out of reach.
This report examines the following issues:
Middle American Dreams are within reach…
… but are more accessible for those in upper status group
Middle Americans may be financially fragile
Mainstream America has all but disappeared
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