Defining what prosperity means for modern families
The Challenge
WG partnered with a global banking and financial services company to unlock deeper insights about their US target consumer and private client services, supporting a brand refresh to drive brand preference and loyalty with these high-value consumers.
The Approach
WG rooted our insightful deep dive in socio-economic analysis, enabling a sharp focus on the emerging “Upper Middle Class,” which is surprisingly underserved by traditional financial banks and financial services companies. We went deep into the cultural context of class dynamics and markers of prosperity, and crafted a layered virtual consumer ethnography to study the lives, dreams, and challenges of this dynamic consumer target to discover where banking can play a more meaningful role.
The Opportunity
Through deep research and analysis, a tightly defined and inspiring new consumer target emerged, revealing highly intimate insights about the financial psychology and needs of the new consumer target. The work informed a new brand campaign and re-imagination of the Private Banking innovation stream.
