Marketing to the Middle Class

While some demographers expect the American middle class to disappear, Pew Research reports that just over half of all consumers consider themselves middle class.

Pew Research also reports that 4 specific segments make up America's middle class with unique characteristics as follows:

Top of the Class (39%)

  • Male 56%
  • White 79%
  • Married 69%
  • Family income of between $50,000-$99,000 68%

Satisfied Middle (25%)

  • Male 45%
  • White 75%
  • Married 37%
  • Family income of between $50,000-$99,000 1%

Anxious Middle (23%)

  • Male 49%
  • White 73%
  • Married 67%
  • Family income of between $50,000-$99,000 62%

Struggling Middle (17%)

  • Male 37%
  • White 56%
  • Married 22%
  • Family income of between $50,000-$99,000 0%

Read the rest of the demographic details here and when your clients start talking about marketing to the middle class remind them of the differences that exist in this consumer group.

[Source: Morin, Richard. "America's Four Middle Classes," Pew Research Center, 7.29.2008]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.