Marcus by Goldman Sachs

The Solution

Wealth Being was developed by Goldman Sachs as a proprietary offering for Marcus, designed to provide an individualized snapshot of members’ spending habits through a multi-capital lens.

By identifying their key audience as “sensible radicals,” the goal was to create a service that celebrates hyperindividuality while fostering a sense of community
and collective action for meaningful change. Wealth Being empowers members to align their financial behaviors with their values, offering guidance on how to make impactful choices. For instance, if environmental stewardship is a priority, a Wealth Being profile will highlight how a Marcus member's habits reflect this value. It will also suggest actionable steps to enhance their alignment with natural capital, incorporating local opportunities and community-driven initiatives.

As part of the rebrand rollout, eight key cities were chosen to represent Marcus’
new multi-capital framework. Each city served as a hub for one of the eight capitals:

• New York City: Financial Capital

• Chicago: Built Capital

• Denver: Natural Capital

• Boston: Intellect Capital

• Atlanta: Community Capital

• New Orleans: Culture Capital

• San Francisco: Creative Capital

• Seattle: Health Capital

The campaign highlighted each city’s corresponding capital through a reflection of the community and its needs. This included public installations, interactive events, and educational initiatives that bridged local awareness and broader action, connecting members to Marcus’ mission of driving change through informed investing and thoughtful spending.

View the full thesis presentation here.