In recent years, a new segment of wealthy Americans has emerged that represents 11 percent of all U.S. households. Known as the Mass Affluent, they typically were born during the post-war baby boom and grew up in middle-class households, earning rather than inheriting their money. For the financial services and retail industries, they represent a significant and highly sought-after market, especially now as they enter a pivotal period when many are rolling over 401(k) funds into retirement accounts and anticipating inheritances.

This report provides a general foundation for building effective strategies that will increasingly be the primary drivers of growth in virtually all product and service categories for the Mass Affluent. Understanding the distinctive patterns of demographics, lifestyles and consumption can lead the way to a sizeable and growing impact on total market share.