What does it really mean to be “rich”? It’s a provocative question, especially in current times. Glenfiddich Single Malt Scotch Whisky teamed with If-Then Company to conduct a study that gets right to the heart of the matter: individuals’ personal definitions of professional success — and how those same individuals believe most people in society define professional success — are fundamentally misaligned.
The study, titled “Professional Success in America: Personal Priorities and Social Misunderstanding,” suggests that Americans at large believe society holds a definition of professional success that devalues what truly matters most to them, such as relationships, community and well-being. This results in a troubling cycle where professional goals are unduly influenced by a mistaken perception of what society glamorizes, rather than what individuals find fulfilling on a personal level (see the infographic below for more).
The study has instigated an exploratory mission at Glenfiddich into contemporary ideas of wealth, beginning with the introduction of the inaugural Glenfiddich #Richest25: a new body of work that challenges the collective idea of what it means to be rich. Curated in partnership with activist Brittany Packnett Cunningham, the Glenfiddich #Richest25 breaks from the conventions of a traditional rich list, spotlighting 20 individuals from across the United States who broaden the definition of wealth by reimagining its true meaning. Glenfiddich and Packnett Cunningham have opened up the final five spots for nominations by anyone via Glenfiddich.com/richest25. Entries close on October 20, 2021 at 11:59PM EST and the final lineup will be featured by Forbes later this year.
“I’ve dedicated my life to advancing social change, which has afforded me the tremendous pleasure of meeting diverse people who embody a broader and more inclusive vision of the world,” says Brittany Packnett Cunningham. “Glenfiddich is taking an innovative step in helping to change the perspective of what a wealthy life looks like and I’m excited to work hand in hand with them as we embolden others to define richness for themselves.”
The inaugural list of honorees have earned a range of riches that reimagines wealth’s true meaning, whether it’s through impact on their community, staying true to a set of personal values or finding a career that is personally fulfilling.
“Glenfiddich believes a full, rich life is also about family, community, values and fulfilling work – these are the values that led a 135 year old family-owned brand to become the world’s most awarded single malt Scotch whisky,” says Michael Giardina, Brand Marketing Director for Glenfiddich. “We acknowledge Scotch Whisky, as a category, has long perpetuated wealth as the primary status symbol, which is a cycle we intend on breaking. The findings of the study could not be ignored and propelled us to begin a mission to explore and re-define what it means to lead a life of riches and fulfilment. The #Richest25 is the first step of a longer Glenfiddich journey.”
The Glenfiddich #Richest25 will be supported through an integrated digital campaign through 2021, headlined by a cross-platform content partnership with Forbes. Upon the release of the Forbes 400 in October, select #Richest25 honorees will be featured as an alternate perspective on what it means to be ‘rich’.
The Glenfiddich #Richest25 is the first action the brand is taking as part of a larger mission to reassess how we look at value, wealth and ‘riches’ through a societal and personal lens. In Fall 2021, Glenfiddich will introduce a series of fashion collaborations that uniquely reimagine antiquated symbols of wealth and status, with all proceeds going to GoFundMe.org, benefiting a variety of funds that are focused on entrepreneurial pursuits and innovation.
