Gary Leopold makes a case for tar­get­ing HEN­RYs — High Earn­ers Not Rich Yet – in Marketing:Travel. It’s a name that For­tune Mag­a­zine coined back in 2003, and today stands for a fast-growing audi­ence that are in high-paying jobs and increas­ing­ly look­ing to expe­ri­ence lux­u­ry goods and ser­vices.