44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
44.7 million Americans have outstanding student debts averaging more than $32k per person and totaling in $1.56 Trillion in student loan debt across the US (Forbes)
Only 2.5% of households are utilizing 529 college savings accounts (Federal Reserve)
When asked about their ability to repay their student loan debt, more than 54% of Millennials expressed concern (WSJ/PWC)
79% of millionaires did not receive any inheritance at all from their parents or other family members. (Everyday Millionaires, Chris Hogan)
74% of employers believe financial education can improve employee productivity, leading to more companies offering such programs. (MetLife, 2023)
78% of US workers are living paycheck-to-paycheck (Forbes)
32% of women reported investing outside of retirement in 2023, up from 24% in 2020, indicating growing confidence and participation in the financial markets. (Ellevest, 2023)
39% of adults have no retirement savings, underscoring a significant gap in financial planning (Bankrate, 2023)
83% of people that set financial goals feel better about their finances after just one year (Business Wire)
Nearly 30% of Millennials are overdrawing on their checking accounts. (WSJ/PWC)
54% of Americans have credit card debt, with an average balance of $6,194 (Experian, 2023)
63% of Americans are living paycheck to paycheck, struggling to meet basic financial obligations (LendingClub, 2023)
58% of parents report that they lack confidence in teaching their children about money (Chase Slate, 2023)
46% of Americans do not have enough savings to cover a $400 emergency expense (Federal Reserve, 2023)
Only 24% of millennials demonstrate basic financial literacy knowledge, yet they are managing significant student debt and credit (Stanford SIEPR)
48% of adults who sought financial advice say they did not fully understand the advice they received (Brookings)
33% of millionaires never had a six-figure income in a single working year (Everyday Millionaires, Chris Hogan)
KIPLINGER
Challenge
Kiplinger, with its long-standing legacy, faced the challenge of an aging consumer base that lacked racial and gender diversity. To maintain its competitive edge and drive growth, the company needed to address these gaps to stay relevant in a rapidly changing market with an increasingly diverse consumer base.
Solution
To tackle these challenges, Kiplinger partnered with Copeland Media to build trust and relevance with a younger, more diverse demographic. Recognizing Brandon Copeland's broad appeal within this cohort, Kiplinger appointed him as a contributing editor. Through a comprehensive audit and exploratory process, Copeland assessed the existing content strategy and identified the need for a modernized approach. He spearheaded the creation of educational video content that democratized financial conversations, using a more casual, human-centered delivery method. By transitioning from a text-heavy format—relying on articles, emails, and blogs—to dynamic, video-based tools distributed across the web and social media, Kiplinger effectively captured the attention of a younger, more diverse audience.
Results
The shift in strategy led to a substantial increase in engagement with younger millennials, significantly expanding Kiplinger's reach. The success of these efforts not only drove business growth by attracting a new audience but also prompted Kiplinger to further implement these tactics, underscoring the lasting impact of Copeland Media's contributions.
