The Rise of HENRYs

Abstract

HENRYs is a buzzword to refer a new segment of social class. It is an abbreviation for “high earners,
not rich yet.” In recent years, they have played an influential role in the world economy given their share of
consumption, especially in the luxury goods market. Yet marketers have little understanding of this important group of consumers. This article therefore investigates consumer behaviors of HENRYs to provide
insights for brands and marketers to devise strategies to target HENRYs.