A top executive from a Fortune 500 company and a celebrated high school teacher walk into a bar. Who would most likely be considered the successful one?
If the definition of success relies on a number of well-known, income-based lists, the executive would easily snag the title. But subjective concepts like success and even wealth aren’t strictly defined by a certain dollar amount or job title.
To explore this idea further, whisky mainstay Glenfiddich and agency IfThen Company recently surveyed 2,000 Americans on their perceptions of success and wealth. According to the brand, participants privately characterized success by their relationships, well-being and commitment to their communities, while believing that society bases success on status and material wealth.
With a desire to shift the narrative, Glenfiddich has partnered with activist and MSNBC contributor Brittany Packnett Cunningham for its inaugural #Richest25 list honoring influential authors, creators, filmmakers and community builders as they redefine what it means to be wealthy.
“We acknowledge Scotch whisky, as a category, has long perpetuated wealth as the primary status symbol, which is a cycle we intend on breaking,” said Michael Giardina, brand marketing director for Glenfiddich, in a statement. “The findings of the study could not be ignored and propelled us to begin a mission to explore and redefine what it means to lead a life of riches and fulfillment. The #Richest25 is the first step of a longer Glenfiddich journey.”
The brand’s first list of 25 honorees includes All Boys Aren’t Blue author George Johnson; author and #DisabledAndCute campaign creator Keah Brown; Netflix’s High on the Hog host Stephen Satterfield; and national spearfishing medalist Kimi Werner. Five slots are being held for fans, who are asked to nominate friends, family or “any person of inspiration” through Oct. 20.
Finding the right partner
For this initiative, the brand tapped Cunningham, who has been an active voice in the social justice space for years.
“One of the things that’s so beautiful about a list like this it is genuinely diverse,” Cunningham told Adweek. “There are folks from all kinds of backgrounds on there, but there were also people who were representing so many different industries, so many different approaches to life—people who often get locked out of lists.”
Cunningham, who rarely partners with brands, also applauds Glenfiddich for commissioning the study and using its platform for such an unexpected, substantive initiative. “Here you have a legendary brand that realize they have been part and parcel of the conversation of traditional views of wealth,” she says. “I love that they take this idea so seriously and instead of just throwing up flashy ads, they basically said, ‘How can we build a bigger table?'”
Consumers can view the list in full and nominate their own potential additions to the list on the campaign’s dedicated website.
