Glenfiddich—a luxury whiskey brand— challenges the status quo of wealth and success with its new revolutionary campaign.
In response to the profound global movement known as ‘The Great Resignation’, the #Richest25 was inspired by a landmark study commissioned by Glenfiddich titled “Professional Success in America: Personal Priorities and Social Misunderstanding.”
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This study uncovers a jarring illusion permeating American society: individuals’ personal definitions of professional success — and how those same individuals believe most people in society define professional success — are fundamentally misaligned.
Curated in partnership with Brittany Packnett Cunningham, one of the most sought-after voices in the world of social change and empowerment, the #Richest25 list takes the foundations of the Forbes Billionaires list and subverts it entirely.
"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 campaign breaks from the conventions of traditional rich lists by spotlighting 20 individuals who challenge the collective idea of what it means to be rich, with the final five spots open for nomination.
Inherently influenced by its predecessors, the #Richest25 list takes an all-new shape, highlighting emotional riches and meaningful stories, rather than financial success.
Those recognized on the #Richest25 have earned a range of riches that reimagine 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. Among those honored are:
"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 one of the world's leading single malt Scotch whisky," says Michael Giardina, Brand Marketing Director for Glenfiddich.
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"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 redefine what it means to lead a life of riches and fulfillment. The #Richest25 is the first step of a longer Glenfiddich journey."
The Glenfiddich #Richest25 is the first action the brand is taking as part of a larger mission to reassess how they look at value, wealth, and 'riches' through a societal and personal lens.
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This Fall, 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.
The full lineup of honorees is available on Glenfiddich.com/richest25, where Glenfiddich and Brittany Packnett Cunningham invite those across the country to visit the site and nominate a friend, family member, colleague or any person of inspiration to be named on the list.
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Entries close on October 20, 2021, at 11:59 PM EST and the final lineup will be featured by Forbes later this year. For terms and conditions, click here.
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'.
Photography by: Courtesy Glenfiddich
