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Top 3 Campaign in Finance · May 2026

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Finance · May 2026

Northwestern Mutual Personal Prosperity Index Launch

PR Campaign

Wednesday 6th May, 2026

Northwestern Mutual partnered with Ipsos to publish a new ‘Personal Prosperity Index’ and report, using original survey research to frame a narrative that most Americans feel personally prosperous despite macroeconomic anxiety — positioning the insurer as a trusted voice on financial wellbeing and prompting mainstream coverage.

Why it worked: It flipped the economic doom narrative with proprietary Ipsos data showing a macro‑micro gap, plus a simple 0–100 index journalists can headline and track.

The lesson: Consider fielding a recurring index that quantifies a counterintuitive tension, with a clean headline metric and segment cuts editors can localize.

Northwestern Mutual

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