Aim Rich, Reach Everybody

“The very rich are different from you and me,” wrote F. Scott Fitzgerald in the early 20th century. “Yes, they have more money,” responded fellow novelist Ernest Hemingway. Fast-forward 100 years. According to the Worth–Harrison Taylor study on the Status of Wealth in America, Hemingway was right. Today's newly minted millionaires—and even some not–so–newly minted—have more in common with the middle class they came from than with the traditional moneyed class. And they're not hidden away in the kind of rarefied, closed circles that old-money customers often are. But while they have plenty of money to spend, they don't automatically shop in the places one would expect. The study, conducted by the Harrison Group and developed with the editors of Worth magazine, was completed in the winter of 2005. It examined the attitudes, desires, and shopping habits of 500 hous

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