The Affluent Outlook 2020: Finding Clouds in a Silver Lining

For over 40 years, Ipsos Affluent Intelligence has been the foremost authority on Affluent Americans (currently defined as adults age 18+ with household incomes over $125,000), developing insights into their attitudes and behaviors for media companies, brands and agencies. For the past 10 years, in January, we’ve reached out to our Survey respondents with an Outlook questionnaire designed to gauge their views on the year just passed and their level of optimism with regards to the one ahead.

One thing we can say with surety is that context matters. A lot. Last year’s study was conducted just after the 2018 mid-term elections, and in the context of a newly volatile stock market and a 35-day government shut down. This year’s survey was delivered on the heels of a banner year for the stock market, with the Dow Jones Industrial Average up 22.3%. You can be sure these differences in context shape this year’s data.

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