This article is part of ADWEEK’s Marketing Vanguard program and was written in collaboration with one of its members.
When I look at consumer spending patterns in this country, one statistic hits hard: the top 10% of households – those earning $250,000 or more annually—account for nearly half of all consumer spending. This isn’t just a number; it’s a reflection of a system that too often leaves communities on the margins.
This leads to a question that’s both uncomfortable and urgent: As stewards of brand growth, are we feeding the wealth divide?
For decades, marketing has been built to chase the “high-value” consumer. Luxury goods, aspirational brands, and premium services dominate campaigns aimed at affluent audiences.
It makes sense from a business standpoint. These households have the disposable income to drive revenue now.
But the consequence is insidious: by consistently prioritizing those at the top, we risk alienating the majority, particularly consumers from communities historically excluded from economic privilege. When everyday brands tier products into “premium” or “value,” it’s not just about choice – it’s about signaling who belongs and who doesn’t.
I see this in my own life, in my family, and in the communities I care about. Marketing decisions subtly shape identity and aspiration. Over time, they define not only what a brand is, but who it is for. If the messaging consistently speaks to wealth, exclusivity, and aspiration unattainable for most, many consumers begin to feel invisible. They’re not just excluded from a product—they’re excluded from the conversation.
But here’s the truth: this isn’t just a social observation—it’s a strategic opportunity. Today, AI and advanced analytics give brands unprecedented precision, but only if the data is representative.
Skewed datasets favoring affluent consumers drive campaigns that may miss the mark, wasting promotions on audiences for whom they aren’t relevant. Meanwhile, value-seeking consumers may be overlooked, leaving untapped revenue and loyalty. The most innovative brands ask: “Is our data diverse enough to capture the full spectrum of our audience and deliver the right offer to the right consumer?”
Precision in both targeting and messaging isn’t just ethical, it’s profitable.
Unfortunately, DEI programs have sunsetted in recent months; marketing should not be a place where brands scale back efforts. Simply put – you’re leaving money on the table. Backed by evidence-based tools, industry standards, and common sense, the ANA recently announced its SeeAll Marketing Alliance (SAMA) to help brands unlock new pathways to reach every consumer.
