Money-rich, time-poor

Money-rich, time-poor, is an expression used to describe groups of people who have relatively little leisure time despite having a high disposable income through well-paid employment. Time poverty has also been coined as a noun for the phenomenon.

White collar workers hurry to their trains during rush hour in Tokyo.

Marketing researchers Kenhove and De Wulf have suggested that grocery-shoppers can be divided into four segments: 'money-poor, time-rich', 'money-poor, time-poor', 'money-rich, time-rich' and 'money-rich, time-poor'. Their analysis suggests that these groups have significant differences in behaviour and attitudes which impact their buying habits.[1]