UK: STRIVING TO BE CORRECT - CHANGING WEALTH PROFILE.

UK: STRIVING TO BE CORRECT - CHANGING WEALTH PROFILE. - Could this be the latest advance of political correctness? In its profile of the changing wealth of Britain's households, market researcher CACI provides an original, if euphemistic, form of classif

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Last Updated: 31 Aug 2010

Could this be the latest advance of political correctness? In its profile of the changing wealth of Britain's households, market researcher CACI provides an original, if euphemistic, form of classification. At the top end of its scale are the wealthiest households, what it terms the 'thriving'. Next down are the 'expanding', followed by the 'rising', the 'aspiring' and so forth. Yet when it comes to the bottom of the heap - those households on the lowest income - it clearly has difficulty in finding an acceptable name. 'Poor', obviously, will no longer do - far too negative and besides, it doesn't even rhyme.

It settles - why,of course - for 'striving'.

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