Gartner Research

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

Published: 23 July 2019

ID: G00434128

Analyst(s): Derek Stubbs

Summary

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

Overview

  • Key Challenges
  • Recommendations

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.