When it comes to money and life decisions, some people don’t leave answers to chance. They plan. Planners are among the fastest-growing and most influential consumer personas in today’s financial landscape. Over one in ten adults fit this profile, and our Mastercard proprietary research shows they’re intentional, research-driven navigators who value calm, control, and clarity in every decision they make. They’re thoughtful spenders who prioritize meaningful experiences with loved ones—dining, cooking, travel, and other purposeful moments. So how do brands earn their trust? The answer lies in alignment. Planners want clarity, consistency, and tools that help them level up with confidence. They value expert guidance from trusted professionals. And when it comes to spending, they believe in intentional indulgence: rewarding the experiences that matter most. This content series breaks down Mastercard’s proprietary research, thousands of qualitative interviews, and quantitative surveys across the Americas to uncover the real attitudes and behaviors shaping today’s consumers. The insights featured here come from our Powering Prosperity study. Each insight is delivered as a short-form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal: help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe for the latest insights from Tobias Puehse, SVP Insights & Intelligence Americas. Stay Curious!

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