Marketing’s Obsession With the 10% Comes at the Expense of the Other 90%

This article is part of ADWEEK’s Marketing Vanguard program and was written in collaboration with one of its members.

When I look at consumer spending patterns in this country, one statistic hits hard: the top 10% of households – those earning $250,000 or more annually—account for nearly half of all consumer spending. This isn’t just a number; it’s a reflection of a system that too often leaves communities on the margins.

This leads to a question that’s both uncomfortable and urgent: As stewards of brand growth, are we feeding the wealth divide?

For decades, marketing has been built to chase the “high-value” consumer. Luxury goods, aspirational brands, and premium services dominate campaigns aimed at affluent audiences. 

It makes sense from a business standpoint. These households have the disposable income to drive revenue now. 

But the consequence is insidious: by consistently prioritizing those at the top, we risk alienating the majority, particularly consumers from communities historically excluded from economic privilege. When everyday brands tier products into “premium” or “value,” it’s not just about choice – it’s about signaling who belongs and who doesn’t.

I see this in my own life, in my family, and in the communities I care about. Marketing decisions subtly shape identity and aspiration. Over time, they define not only what a brand is, but who it is for. If the messaging consistently speaks to wealth, exclusivity, and aspiration unattainable for most, many consumers begin to feel invisible. They’re not just excluded from a product—they’re excluded from the conversation.

But here’s the truth: this isn’t just a social observation—it’s a strategic opportunity. Today, AI and advanced analytics give brands unprecedented precision, but only if the data is representative. 

Skewed datasets favoring affluent consumers drive campaigns that may miss the mark, wasting promotions on audiences for whom they aren’t relevant. Meanwhile, value-seeking consumers may be overlooked, leaving untapped revenue and loyalty. The most innovative brands ask: “Is our data diverse enough to capture the full spectrum of our audience and deliver the right offer to the right consumer?” 

Precision in both targeting and messaging isn’t just ethical, it’s profitable.

Unfortunately, DEI programs have sunsetted in recent months; marketing should not be a place where brands scale back efforts. Simply put – you’re leaving money on the table. Backed by evidence-based tools, industry standards, and common sense, the ANA recently announced its SeeAll Marketing Alliance (SAMA) to help brands unlock new pathways to reach every consumer.

By ignoring the broader consumer base, brands miss opportunities to innovate, to build loyalty, and to remain culturally relevant. Inclusivity in marketing, in product design, and in pricing isn’t just ethical, it’s smart business. Brands that embrace this approach expand their reach and, more importantly, their resonance.

I’ve seen companies that get it – GAP and Dove – that offer both premium and accessible options, celebrate diverse stories, and acknowledge communities long overlooked. These brands aren’t just driving revenue, they’re cultivating a sense of belonging. They’re showing that aspiration and access can coexist, that growth doesn’t require exclusion.

Being intentional about who we market to, how we price, and whose stories we tell doesn’t mean abandoning profit. It means redefining it. Profit today is tied to purpose, cultural resonance, and inclusivity. The brands that thrive will be those that expand the pie, growing revenue and loyalty while creating access and belonging for more consumers.

The wealthiest 10% will always command attention, but the future belongs to brands that grow the market, not just chase spending power. The question isn’t whether we can serve everyone. It’s whether we choose to create a marketplace where all consumers have a seat at the table.