Middle-Class Millionaire Moments

February 10, 2009

Don't Waste This Crisis

The Friday after President Obama was inaugurated, I had a chance to spend a day in Toronto in the company of about 25 business owners from all over the U.S. and Canada. The gathering’s agenda was wide-ranging but focused mainly on ways for each of us to make smart decisions about our individual companies. In one exercise, for example, we devised concrete steps we could take to grow our businesses by a factor of 10--either in profits or revenues. Keep in mind that all of this took place as the economy was enduring its biggest swoon since WWII and many in the room were having their worst quarters in their professional lives. Still, the participants, from varied industries such as real estate, finance, manufacturing and technology, approached the day’s activities--including the “10X” exercise--with relish.

The setting was labeled as an entrepreneur’s event but I prefer the term “wealth creator” to describe the attendees because we were all there to grow and create more wealth--for ourselves, for our families, for our employees and shareholders, and for our customers and communities. When the talk turned to current events, these wealth creators urged a common refrain: “don’t waste this crisis.”

What a refreshing sentiment! While most people I know are preoccupied with how to survive through dark economic days, here was a group that sees it as an opportunity! Coming from gloomy Gotham where I live and work, it was comforting to bathe in the warm waters of their optimism. I was more than happy to spend the day away from the squabbling and dysfunctional siblings that monopolize the conversation on the east coast: big money, big media, big government and corporate America.

What’s more, this group’s ideas stretched far beyond personal enrichment. Several felt they had enough money already and now wanted to use their wealth and influence on behalf of their community at a time when people needed it most. Or to modernize their business to sustain itself for future generations.

Continue reading "Don't Waste This Crisis" »

December 10, 2007

Thoughts on Race, Class & Wealth

The Pew Research Center recently released controversial poll results about the African American community. In it, they report that “we see a widening gulf between the values of the middle class and poor blacks.” They go on to state that 37% of blacks believe “blacks can no longer be thought of as a single race.”


This was enough to get Henry Louis Gates, who heads Harvard’s African American Studies program, to put out a widely published opinion letter entitled “Forty acres and a gap in wealth.” He decries the survey findings as a loss for the black community and a threat to their shared history as embodied by civil rights giants such as Frederick Douglass and Martin Luther King Jr. He quotes the following statistic from the report: “by a ratio of 2 to 1, blacks say that the values of poor and middle-class blacks have grown more dissimilar over the past decade.” He suggests that this trend is potentially dangerous to the cohesion of the African American community.


My own research into the nature of wealth and money suggests a more nuanced view of Pew’s results. People can share pride in their aspirations while increasing success can lead to an estrangement between themselves and those they’ve left behind.


Hot off the research for my upcoming book, The Middle-Class Millionaire: The Rise of the New Rich and How They Are Transforming America, I recognized this duality in the Pew results but I found myself surprised by Gates perception that a robust and growing middle-class in the black community poses any kind of a threat.


When I point out to people that The Middle-Class Millionaire compares middle-class households to households of self-made middle-class people who’ve gone on to accumulate substantial wealth (net worths between $1 million to $10 million), one of the first questions I’m asked is “how do you define ‘middle-class’?” 


While writing the book, I spent a great deal of time looking for a commonly accepted definition of “middle-class”—a formula, a litmus test, a clear expression of boundaries—but was unable to find one that captured the essence of middle-class values. (For the study, we used an income-based definition: middle-class households had an income that fell between $50,000 and $80,000). During my research, however, I continually came across data and opinions about the emerging black middle-class dating from the 1970s. It seemed to me that the black community has been exploring this question of “what is the middle-class?” for a very long time. But more than that, the texts consistently place this aspiration in high regard and describe it as proof of success and assimilation in America.


For the purposes of The Middle-Class Millionaire, I finally settled on a quote from George Bernard Shaw to define middle-class values. He said, “I have to live for others and not for myself; that’s middle-class morality.” This statement naturally calls for some further explanation. Shaw’s expression of the sacrificing instinct of middle-class morality certainly has its own iterations among both the working classes and the very high net worth. However, it has a distinctly important meaning to the middle-class, the most openly aspirational of all the classes.


When we asked our two middle-class samples, the middle-class and the Middle-Class Millionaire, what are some “very or extremely important values,” they both agree that “being a good parent,” (about 90%) and “providing your children with the best possible education (about 86%) rank at the top.  This suggests that, even though Middle-Class Millionaires have assets several times greater than the rest of the middle-class, they still share common middle-class beliefs about home and family life. By contrast, our research shows that with extreme wealth come new priorities. Survey respondents with a net worth greater than $25 million gave these same values a ranking of 67% and 60.5% respectively. We did not survey any lower-income groups.


Gates himself is a big fan of many of the hallmarks of prosperity, particularly home and land ownership. In fact, he’s currently working on a study of the family trees of 20 successful and prominent African-Americans, from astronauts to Oprah, and he points out that 75% of them came from families who owned land before 1920, before land- or home-ownership was common among blacks. This research suggests that the seeds of accomplishment within these families were planted long ago.


One of the common misperceptions among the middle-class people we interviewed for the book was that somehow hardship and setbacks didn’t affect our Middle-Class Millionaire population as intensely as it affected the middle-class—that somehow self-made people were innately more able to shake off adversity than others. In our survey and our individual interviews, this didn’t bear out. Stories of crushing failures were common among both groups. The difference was the response.


When we asked our middle-class sample and our Middle-Class Millionaire sample if they had made “major career or business decisions that had a very bad outcome” they both reported “yes” at relatively equal rates, both around 90%. But when we asked them what they did after bad career or business decisions, the Middle-Class Millionaire’s most common response was, “I tried again in the same field,” (72.9% versus 14.3% for the middle-class sample) while the middle-class sample’s most common response was I “gave up and focused on other projects” (51.5% of the time as compared to 2.2% for the Middle-Class Millionaire survey sample).


While our Middle-Class Millionaire sample told us tales of the despair and rejection they experienced, they also said that, when faced with failure, they simply didn’t allow themselves to consider the idea of giving up. These and other attributes set them apart from the middle-class cohort even if their shared aspirations to lead a middle-class life and sacrifice for their families suggest common ground. The Middle-Class Millionaire possesses the values of the middle-class community while at the same time are set apart from that community by their behavior and attitudes.


In the black community, both the desire and the opportunity to enter into the middle-class appear strong—recent census data on the New York City borough of Queens revealed that its black population had surpassed whites in median income. Never has wealth been in the hands of so many Americans, nor has the belief that wealth is attainable ever been as widely held, as it is today.


As evidenced by the Pew poll results, the experience of those who are pulling themselves into higher economic status tends to bring people together, not separate them. When asked “in the last 10 years have the values held by black people and the values held by white people become more similar or more different?” A majority of blacks (54%) and whites (72%) said “more similar.”


Gates, who is focused on how to bolster the civil rights movement that dates back to the Reverend King and others, writes, “The sad truth is that the civil rights movement cannot be reborn until we identify the causes of black suffering, some of them self-inflicted.”  There’s no reason why a civil rights movement can’t emerge from within the stratified environment the Pew poll describes. While aspiration, unfortunately, is not equally distributed among any population, the pull towards a middle-class lifestyle remains a quintessential American goal. Public intellectuals like Gates have many great examples to choose from when looking for ways to turn the success of the few into policy for the many.



October 24, 2007

Whole Foods is the New Wal-Mart

“I’m not there, yet” says Janie Pryor when asked if she’s ready to eliminate her regular Botox treatments in an article entitled, "The Latte Era Grinds Down"(Newsweek, Oct. 13, 2007). Written by Daniel Gross, the very astute observer of money and culture for venues including Slate.com and Wired, this article introduces us to affluent Americans like Pryor, an L.A.-based jewelry designer who claim that rising interest rates, falling real estate values and higher gas prices have caused them to consider living a more frugal lifestyle.


From the latte lover who cut his daily coffee bill from $8 to $1 by buying his own espresso maker, to the couple who put their Dallas McMansion on the market because “I find myself going into rooms I haven’t been into in a couple of months,” this story paints a picture of economic hardship that would have been hard to believe a decade ago. We’ve become an affluent nation where the cut backs from the heights of our spendthrift ways have reduced us to merely living very, very well.


While I don’t doubt there are well-to-do Americans who’ve been touched by the meltdown in housing values, it seems as though any efforts to rein in spending are more a matter of defensive lifestyle adjustments than any real experience of hardship, based on Gross’ account. This kind of reaction is echoed by my friend, Russ Prince’s recent research that compares the spending habits of the super-affluent to the more earth-bound affluent. In his recent book, The Sky’s The Limit, Prince shows us that both lead increasingly expensive lives but the spending of the super-affluent (average net worth of $20 million or more) seems to roar on no matter what the economy is doing while the more broad-based affluent (net worth of $1 million to $10 million) seem to fluctuate based on their sense of the economies overall strength.


For example, while annual spending on wine and spirits for the super-affluent has climbed from $4,500 to $6,300 between 2004 and 2006, according to Prince, wine and spirits expenditures for the broad-based affluent has dropped from $1,000 to $900. About these groups, Prince writes the super affluent “maintain their buying capacity and tendencies irrespective of the state of the economy as a whole,” whereas the more broad-based affluent “are dramatically impacted by the ups and downs of the economy; they spend more when the economy booms than when it merely simmers.”


In that regard, the broad-based affluent can be seen as an indicator of economic health, although I couldn’t say whether they are predictive, reactive or just on their own economic track altogether.


Yet, there is some evidence that the economic activity of the affluent is having an increasingly visible role in certain parts of the retail sector. In a recent article in The Wall Street Journal, entitled  "Wal-Mart Era Wanes Amid Big Shifts in Retail"
(Gary McWilliams, Oct. 3, 2007) the reporter points out that Wal-Mart, once the dominant figure in all of retailing in the U.S. seems to be slipping in their role as gatekeepers to the American consumer. Picking up the slack in customer influence are higher-end retailers, such as Whole Foods. Even Costco is getting into the luxury act, selling $500 bottles of wine and $4000 watches from Cartier.


These two articles—the first about buying espresso machines instead of individual cups of coffee as a way to save money and the second about Americans changing retail loyalties—communicate a larger point that’s worth noting: the American affluent consumer is now a dominant fixture in the retail landscape. They aren’t just shopping at Hermes and Tiffany. Now they’re bringing their ideas for living well to the big box stores and supermarkets that speak to their aspirations and lifestyle. Not only are they changing their brand loyalties but, based on my research with Russ Prince for our forthcoming book, The Middle-Class Millionaire
they’re also very influential, telling many other people about the products and services they buy and the brands they cultivate.


If the impact of the affluent is being felt at your local supermarket and Wal-Mart, what other areas of daily life await the touch of the affluent, I wonder?


Where have you seen the impact of the affluent in your community? At your child’s school? Your place of worship? Your local government or community-service organizations? I’d like to hear your thoughts on this…