Beyond all-inclusive labels

The rich are often treated as a single group, yet their values, opinions and behaviour are not all the same. In our analysis, we look at 2,315 people in the top 5% of earners in 20 countries, using data from a wider Glocalities survey of 48,041 respondents.

Who are the affluent?

We define the affluent as respondents whose reported household income places them in the top 5% in their country. Our research looks beyond income to explore how this group approaches work, consumption, social life and the issues shaping society.

Two perspectives on inequality

The affluent are not unanimous in their views on wealth distribution. We distinguish two subgroups based on their attitudes to reducing the difference between high and low incomes: the Social Rich, who are more supportive, and the Self-oriented Rich, who are less supportive.

Different values and relationships with society

The Social Rich are more connected to the wider world and more personally motivated to contribute to social change. The Self-oriented Rich are more detached, more trusting of institutions such as banks and multinational companies, and more supportive of the current economic system.

The Glocalities values segments

These differences also appear across the Glocalities values segments. Creatives and Conservatives are more prominent among the Social Rich, while Challengers and Achievers are more prominent among the Self-oriented Rich. The report explores how these values relate to views on inequality, trust, business and finance.

From insight to action

At Glocalities, we use international values research to look beyond broad labels and understand the motivations within different audiences. This report explores how the Social Rich could contribute to more equal and sustainable development, and why progress also depends on collaboration with broader segments of society. Download the full report to explore the analysis in greater depth.