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How the Other 18 Percent Live

In: BUYographics

Author

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  • Matt Carmichael

Abstract

LOGIC WOULD DICTATE THAT IF YOU HAVE A PRODUCT TO SELL, PITCHING IT to people who can afford it would be a good place to start. Thus the concept of “mass affluence” has become appealing to marketers in recent years. Simply put, in the growth period leading up to the recession, a growing upper middle class seemed to be forming with people both aspiring to luxury living and actually achieving it. Marketers and researchers dubbed them the “mass affluent.” It was an easy concept to believe in because who wouldn’t want to think that more and more people were prospering (or wanted to appear as though they were) and would then spend more and more on nicer and nicer things?

Suggested Citation

  • Matt Carmichael, 2013. "How the Other 18 Percent Live," Palgrave Macmillan Books, in: BUYographics, chapter 0, pages 29-45, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-51027-3_3
    DOI: 10.1007/978-1-137-51027-3_3
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