The Wealthiest Consumers Hold Positions of Power, Prestige, and Influence

After more than 30 years of monitoring the most affluent segment of the population, we know how and where to uncover the ultra-affluent. It’s not only where they live that’s important; it’s their possessions, positions and proclivities that matter in determining an accurate definition of what it is to be wealthy.

Traditional sources for identifying affluence for marketing are insufficient

• Many wealthy individuals do not live in the most affluent census tracts
• Many affluent individuals do not have typical sources of income
• Many people of means are not found in public directories

The wealthy engage in activities indicative of their status

• Exclusive association memberships     
• Luxury travel
• Golf & country club membership     
• Major gift giving/philanthropy
• Gourmet food and wine appreciation     
• Power spending
• Green awareness     
• Private equity investing

The ultra-affluent self-identify through high value possessions

• Airplanes, fractional jet ownership
• Exotic automobiles and yachts
• Art and antiques
• Real estate holdings
• Upscale merchandise