Gartner Research

Marketing Best Practices: Winning With Low-Income U.S. Consumers

Published: 23 July 2019

ID: G00434128

Analyst(s): Derek Stubbs


Low-income consumers are a large and loyal segment that brands in the U.S. tend to ignore. Marketing leaders must include low-income consumers in their marketing plans to unlock this group’s surprising potential.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Expand Your Definition of Saving to Win With Low-Income Consumers
  • Increase Selling to Low-Income Consumers by Leveraging the Same Technology Used to Reach Other Segments
  • Methodology

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