For decades, social class has been a useful shorthand for understanding consumers. Income, occupation, and geography have been used as proxies for pur
For decades, social class has been a useful shorthand for understanding consumers. Income, occupation, and geography have been used as proxies for purchasing power, preference, and brand behavior. However, new consumer data suggests this framework is becoming less reliable as a predictor of behavior. Rather than identifying with one fixed social class, many consumers now […]
