3 Considerations when targeting “HENRYs” (High earner, not rich yet)

In today’s quest to effectively reach and target new audiences, one group gaining popularity is the “high earner, not rich yet” consumer, or the HENRY. The acronym clearly defines why these consumers are so popular: HENRYs have a great possibility for accumulating wealth in the future, coupled with the potential for high discretionary spending in [Read More…]

HENRYs Represent a Starting Point, Not a Target Affluent Audience

Recently, the concept of the HENRY — High Earner, Not Rich Yet — has become very popular with marketers, especially those looking for audiences with the potential for high discretionary spending. Advertisers looking to reach consumers on their way toward affluence have likely viewed this audience as the perfect target for their advertising campaigns. In [Read More…]

A New Generation’s Behaviors Will Change Affluent Marketing

Industries like insurance are struggling to capture the attention of younger generations because fewer of these consumers are conforming to the “normal” behaviors these marketers have come to expect. While marketers still have a massive base of older consumers to fall back on at the moment, surviving market disruption will come down to how they [Read More…]

What To Ask About Your Marketing Strategy Before You Ask About Millennials

Millennials have been a marketing obsession for several years now as the generation develops into a larger percentage of the work force and begins to earn and spend more. Yet, a new storyline has recently emerged around Millennials: It turns out, they’re not a uniform generation with identical traits that apply to every single member. [Read More…]

Fastest Growing Segment of Car Buyers – Millennials

How Can You Amp Up Your Underwriting Process To Reach Them? Despite all the handwringing about the millennial generation’s lack of enthusiasm for cars, they now represent the second-largest and fastest growing segment of car buyers. This burgeoning cohort, which the U.S. Census defines as 16-34 year olds, overtook baby boomers as the largest living [Read More…]

Are Affluent Millennials Worth the Marketing Dollars Right Now?

Lena Bourgeois, VP of the consumer markets group, IXI Services, a division of Equifax Early last year, Millennials became the largest generation in the U.S. labor force. As this generation starts to reach maturity, it has prompted many brands to turn their focus toward building brand loyalty and forging lifelong relationships with Millennial consumers, even [Read More…]

Mass Inheritance: Here’s What The Next Generation Of Wealth Wants From Their Bank

Financial gurus are calling it “the greatest transfer of wealth in U.S. history.” “It” is the estimated $59 billion will be transferred from older generations to younger ones all the way out to 2061, according to recent data from Boston College’s Center of Wealth and Philanthropy1. In the short-term, economists expect about $30 million of [Read More…]

Millennials, Mortgages and Student Debt

Student Debt is One of the Reasons Young Adults Are Now Less Likely to Borrow Money to Buy a Home Twenty-somethings are not borrowing money to buy homes at the rate they were a decade ago—a trend that may have as much to do with high levels of student debt and poor job prospects as [Read More…]

The Reduced Buying Power of Millennials Is Hampering Homeownership

The reduced buying power of millennials has forced many to avoid homeownership. Here’s how to get them engaged in the real estate game.