IPSOS recently hosted their annual Affluent Outlook event at the Time Warner Media Labs in New York City. The IPSOS affluence research seeks to uncover the future marketing trends and opportunities in the U.S., with a particular focus on how these attitudes evolve over time. The current findings revealed divergent optimism among affluent American consumers: In 2016, the affluent are optimistic for themselves, but worry for the state of the nation as a whole.
This tension at the core of the affluent consumer outlook demonstrates a white space for brands to explore today and in the future. On the one hand, there is a great deal of global uncertainty in the context of terrorism, climate change and political indecision that leads to a lack of confidence and a sense of distrust in the minds of the Affluent population. On the other hand, this population feels a great deal of optimism from a personal perspective, opting to