Remember YUPpies and DINKs, those oh-so-sought-after income brackets from the 1990s? Old news. The sub-demographic now being courted for its buying power and economic potential are HENRYs—High Earners Not Rich Yet—aka top-earning millennials about age 26.

According to researcher Harry Dent (Dent Research) in a study covered in the Wall Street Journal, HENRYs are typically more educated and informed than their peers, and will continue to lead, innovate, and out-earn others of similar age. Attracting these consumers now, as they begin moving into even higher income brackets, is key to creating customers into the future.