The Reminder is making its archives back to 2003 available on our website. Please note that, due to technical limitations, archive articles are presented without the usual formatting.
Canada's most affluent consumers have a more relaxed and balanced attitude towards money, success and status than they did 20 years ago, and enjoy life more today because of it, says American Express. Amex conducted the retrospective study as part of the 20th anniversary of the Platinum Card, interviewing 1,000 Canadians earning $200,000 or more who would qualify for the premium Card. Money made the person? That's what respondents cite as a key sentiment 20 years ago, with status symbols like fashion labels, cars and salary levels all being reflective of a person's success and wealth. A good portion of the respondents said they used to think a lot about their "image" placing a great deal of emphasis on social status and worrying about how people perceived them. In fact, many admit to living beyond their means or say they thought about buying things they couldn't afford in order to live up to the persona of being a high roller. Virtually all of the respondents agreed that they were very ambitious - driven to get ahead and half setting a goal to be "rich". Half say they worked harder 20 years ago than they do today. But now that they have "made it," only one in 10 look back and completely agreeing that having money is a true sign of success. "The Platinum Card was launched during the height of the image conscious '80s. Twenty years later, things have changed. We know that our Platinum Card members are a group who are willing to spend money if they feel they're getting the best. They want relevant experiences and real substance - more than just flash value."
