Marketing to Yummies — Young Urban Males

Forget those aging Baby Boomers—and let other businesses market to fickle tweens: New research points to young urban males or “Yummies” as the hot market to target. This evolving cultural set wants to look good, buy luxury goods and carry smartphones. They also have a bit of a self-esteem problem. So what makes these luxury buyers different from other luxury buyers who buy quality over brand name? It’s all about the image: Yummies are spending big bucks at an ever-increasing rate to impress … [Read more...]