The Private Bank



How are shifting attitudes towards wealth changing attitudes towards banks? 



55-65 percent of wealth is earned rather than inherited (Brookings Social Mobility Report, 2015.) As part of exploring this shifting culture of wealth, we hosted dinner parties in the homes of earned-affluence individuals. We discussed the role of money in life and the impact affluence has on values and expectations. 

Fundamentally, earned-wealth is upper-class resources meeting middle-class values. At the intersection of these values lies a different set of needs and desired experiences that have stark implications for bank marketing. Our work generated ideas designed to evolve the bank in the minds of this modern-day target.


Other related category experience

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  • Old Second Bank

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