by Josh Kimball
Ugly American jobs numbers. Ongoing austerity in Europe. Call it stalled or call it stable, the global economy — and the outlook in Europe, in particular — is far from sunny.
With days of economic malaise stretching into the future, many marketers have sought refuge by courting consumers at the top of the economic totem pole. Large companies continue to look at big earners as the drivers of consumer purchasing. But there’s danger in paying attention solely to those spenders who make the big bucks.
Observing close connections between people’s physical health and financial situation, Iconoculture developed a model for thinking about consumers’ overall socioeconomic health that goes beyond mere income. And while one group of consumers in our socioeconomic health model — those we call the Secures — often make plenty of money, what sets them apart from other consumer groups isn’t how much they have but a unique set of attitudes toward their money and their health, along with a differentiated set of values.
What are Secures like? These active and engaged consumers are surprisingly value-conscious. They’re interested in new tools to monitor their finances. And they’re willing to take steps to foster their long-term physical health. That’s only the first chapter of a longer story. Download our five-page report, Meet the Secures, for the whole tale.
While their wages may be large, it’s actually Secures’ ongoing attentiveness and willingness to invest time and energy into their own economic lives that make them a particularly attractive target.