The share of American adults who live in middle class households has steadily contracted in the past five decades, while the percentage of low income households continues to rise. Almost one-third of households in the U.S. now qualify as low income, and this trend shows no sign of stopping. Marketers who currently focus their advertising efforts on middle and upper class audiences would do well to consider reaching out to this growing sector of the population. Advertising to low HHI college students (those who come from low income households) offers several significant benefits.
