Data & Insights

Marketers Are Failing to Personalize to Lower Income Consumers

Lower earners have untapped spending potential, new study contends

brands-overlook-low-income-CONTENT-2020 — Covid-19 is subverting conventional expectations about low-income consumers.Getty Images

September 11, 2020

Less than one fifth of consumers making less than $31,000 per year felt that the marketing they see from brands is personalized to them, compared to around half of people in top income brackets of $188,000 or more.

Patrick Kulp

@patrickkulp
patrick.kulp@adweek.com

Patrick Kulp is Adweek's senior reporter covering emerging tech.

Data & Insights

Marketers Are Failing to Personalize to Lower Income Consumers

Lower earners have untapped spending potential, new study contends

Patrick Kulp

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Patrick Kulp