How well do you know your socio-economic and demographic grouping acronyms"
Abercrombie & Kent founder and LUX contributor Geoffrey Kent discusses how a new generation of consumers are influencing brands
How well do you know your socio-economic and demographic grouping acronyms" From the best-known, like Yuppie and Wasp, to the more recent, Sinbad ? there seems to be an acronym for everyone.
If you are a frequent reader of my columns here on LUX or if you?re familiar with our luxury travel company, Abercrombie & Kent, you might be forgiven for thinking that we concentrate on attracting Dinkies, Tinkies (two incomes, nanny and kids), Glams (those who are greying, leisured, affluent and middle-aged), or even Rappies (retired affluent professionals), but in fact, we, like all brands, are increasingly turning our attention to the Henrys. Follow LUX on Instagram: the.official.lux.magazine
Nothing to do with the Hooray Henry, this term was coined by Fortune magazine and stands for ?high earners, not rich yet?, Henrys are those on their way to affluence, but not quite there yet due to high living costs and other factors. While Henrys span both the millennial and GenY generation, it is millennial Henrys, which are of so much interest to entrepreneurs and their marketers for two simple reasons.
Firstly, their numbers: as revealed in an all-important announcement in 2015 from the U.S. Census bureau, millennials (born between 1980-2000) surpassed Baby Boomers (those ...