Join me at the 2018 American Lighting Association Conference in Asheville, NC, Tuesday September 25, where I will present in a general session:

Let There Be Light: A Design Guide for Millennials’ Homes

Millennials are the next generation of home owners. The millennial generation, numbering 75.4 million people and aged 21-37 years, are in the sweet spot for first-time home buying as well as major fixer-uppers.

Looking across that huge millennial generation, those with higher incomes and higher lifetime earning potential are the best prospects for higher-end home furnishings and lighting retailers and product manufacturers, like you. Called HENRYs (high-earners-not-rich-yet), these affluent millennials are the new customers critical to attract to grow your lighting businesses in the future.

But these HENRY millennials have different ideas of what a home should be and how they want to live. What worked selling lighting to previous generations is not going to work for millennial HENRYs. You must market your higher-end products and services in a brand new style.

In this presentation, Pamela Danziger, a marketer that studies the world’s most powerful consumers, the American affluent, will identify 10 design trends to capture the attention, imagination and spending of this next generation affluent consumer. Based upon in-depth research, she will provide inspiration for Conference attendees to help them understand the nuances of this next generation consumer and how to appeal to their new sensibilities and preferences in homes.