Starcom：2023年秋季美国中产阶级人群画像与生活状态分析报告（第三章）（英文版）（19页）.pdf

1、Issue#007Fall 2023Middle ClassThe AmericanChapter 4The RealMiddle Class“We are all different.However bad life may seem,there is always something you can do and succeed at.”-Stephen HawkingBackgroundPreviously on The American Middle Class.In order to better understand the lives of middle class Americ

2、ans,Starcom embarked on an extensive,multifaceted study to explore this evolving group.The first three chapters of our resulting report have relied heavily on our 1500-person survey,social listening and a myriad of rigorous research sources.In them,we explored:4The RealMiddle Class5BrandOutlookShowc

3、asing the incredibly rich and diverse array of middle class experiences through the stories of real humansToday on The American Middle Class.The middle class is as diverse as the number of people in it.No two people or households have the same experience.Each has their own set of hopes,dreams and st

4、ruggles,and theyre looking for different kinds of support from brands as a result.In order to understand the variety of middle class experiences,we spoke to several people who both self-identified as middle class and met a generic economic definition as well.In a series of extended interviews,we exp

5、lored their attitudes toward money,life and family,and explored how they define not just the middle class,but also success and themselves.In this section,we profile six Americans who represent a mix of genders,races,regionalities and family structures.1Defining theMiddle ClassTakeawayMedia and marke

6、ters have had a leading role in shaping not just who we think the middle class is,but what we think they stand forOverviewThe many ways,both economic and cultural,we define the middle class,and a historical look at where weve landedTHE REAL MIDDLE CLASS|3THE AMERICAN MIDDLE CLASS2Elements of the Myt