Target Market: The Millenials (Gen Y) and Gen Z

Updated: Feb 12, 2019

Born in the exercise phase of the 1980's the Millenials have grown up in a culture where taking care of themselves is the norm. They were raised by doting parents and have grown up learning proper grooming techniques and leading a healthy lifestyle. They were the first generation to grow up watching their parents turning to spas in the 1990s, when the industry experienced significant growth.

The Millenials celebrate diversity, are optimistic yet realistic, they re-write the rules, and live a killer lifestyle. They have been brought up in the age of the internet and are technologically fluent. This is the group whose multitasking lifestyles rely on instant messaging, cellphones, and social networking sites such as Facebook.

Gen Z, the generation following Millenials born from the mid 1990s to the eary 2000s, is even more comfortable with technology and social media. This generation has grown up on cell phones and aps. By 2020, this generation will account for 1/3 of the US population, so they are definitely a generation worth paying attention to.

They have higher expectations and care less about prices than the Millenials. Marcie Merriman, executive director of growth strategy at Ernst & Young says, “They (Gen Z'ers) expect businesses, brands and retailers to be loyal to them. If they don’t feel appreciated, they’re going to move on. It’s not about them being loyal to the business.”

Many Gen Z'ers are leaving high school, forgoing traditional post secondary institutes, and going straight into the work force (can we say...disposable income???)

Here's a couple of cool stats I found that would affect the way you market to each of these generations:

Sixty-seven percent of millennials surveyed said that they would go to the website to get a coupon, whereas only 46% of Gen Z polled said they would do the same.

Millennials also tend to click on more ads; 71% of Millennials said they followed an advertisement online before making a purchase, however only 59% of Gen Z’ers said the same.

Have you thought about what you are doing to target these two generations? They now make up a large number of the population so it is imperative that you do.

Does your salon or spa have a website and email address? Many still do not! Do you post your promotions and offers on your website and social media channels? Do you engage your clients via email marketing? Do you offer online booking, product, and gift certificate sales? Are you blogging? Have you created groups, pages and ads on Facebook and Instagram? Do you Tweet? Many salons/spas are also now using text message and proximity marketing to reach these markets through their phones.

Another note about marketing in general, NEVER quit advertising (even if times are tough). You should be spending 5% of your gross margin on marketing/advertising and promotions. If you are finding this difficult due to lack of funds, the please download my FREE e-book " Attract New Clients-with little or no money".

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