Gartner Research

Best Practices for Marketing to Affluent Millennials

Published: 09 July 2019

ID: G00433880

Analyst(s): Tim Barlow


To win over anxious affluent Millennial consumers, marketing leaders need to emphasize long-term stability and security and incorporate a broader definition of value in their messaging.

Table Of Contents


  • Key Challenges
  • Recommendations


  • Connect to Affluent Millennials’ Inner Striver and Broader Sense of “Value”
    • Recommendations
  • Build Trust With Anxious Affluent Millennials Through Straight Talk About Larger Economic Volatility
    • Recommendations
  • Adjust Your Sales Tactics to Overcome Affluent Millennials’ Cautious Spending Mentality
    • Recommendations

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