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In addressing consumers, should a marketer assume they feel (a) better off financially, (b) worse off financially or (c) about the same as they were four years ago? A CBS/New York Times poll (fielded late last week and early this week) suggests the answer is (d) any of the above. A narrow plurality of respondents, 36 percent, said their family finances are about the same as they were four years ago, while 29 percent said they’re better off and 33 percent said they’re worse off.
Another question in the survey gauged respondents’ financial condition by asking about their household income: Is it “more than enough so that you can save money or buy some extras, just enough to meet your bills and obligations, or is it not enough to meet your bills and obligations?” A majority said the income isn’t enough to cover their bills (17 percent) or just suffices to...
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