Meet the Working Poor
Who are the working poor? The working poor are the new American middle class. This exciting, fast growing demographic includes: military personnel, most minorities, and a growing percentage of the middle class. The PLA also targets the retired poor, who often use payday loans for their prescription drug co-pays.
Why are the working poor so profitable? The 2 week term of a payday loan traps the working poor in a debt trap. When they are unable to pay back the original loan, they must take out a new loan and pay new loan fees.