[Luxus Magazine] Who are the Hifi generation, this high-income but financially insecure generation?

After the Yuppies, the Dinks and the Henrys, a new type of consumer profile has emerged on the luxury scene: the Hifi, an acronym for ‘High Incomes, Financially Insecure’. Despite their fragile wallets, these consumers are still able to afford premium items. Here’s how it works.


While old money (a style of dress and lifestyle relative to previous generations), quiet luxury (discreet, non-ostentatious luxury) and Mob Wife (the glamorous, charismatic woman inspired by the popular image of mobster wives) are galvanising young consumers, they all require one essential element: money.


And recently, America has seen the emergence of a new type of customer. These are the ‘High Incomes, Financially Insecure’ (Hifi), a population largely made up of millennials and GenZers who may have high incomes but find themselves in an unstable financial situation, with no reassuring safety net. While these people aspire to a wealthy lifestyle, they don’t feel completely entitled to it.


Click here to read the full article on Luxus Magazine.

Featured photo : © Nicolai Berntsen / Unsplash

Picture of Pauline Duvieu
Pauline Duvieu
Fashion, hotels, gastronomy, jewelry, beauty, design... Pauline Duvieu is a journalist specializing in luxury and the art of living. Passionate about the high-end spheres that arouse emotion, she loves to describe the creations of the houses and tell the stories of the talents she meets.

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