Each month, I sit down to consider the meaningful results of the Ipsos Mendelsohn Affluent Barometer, a ongoing study of America’s Affluent. On New Year’s, I took my cue from the promise and potential 2013 holds for each of us, especially Affluent consumers. Fully 81% tell us they set specific goals or resolutions for 2013, a figure consistent with previous years. But what is particularly telling is the nature of those goals.
The goals we choose for ourselves are incredibly revealing about who we are. There are many parts of our lives, and ourselves, that we can’t choose. But our goals and ambitions are relatively freely chosen, and as a result, reveal much about who we are, and who we aspire to be. And Affluents’ goals tell us much about them, particularly when we dig a little deeper, beyond sound bites and top-of-mind responses.