As Millennials age into their thirties, Generation Z, a new and vibrant wave of would-be professionals, is emerging. Is your salon ready to market to this new crowd, let alone to hire them?
Gen Z’s, or those who were born after 1995, have an advantage over their Gen Y predecessors. As the first digital natives this energetic bunch have grown accustomed to personalizing their path for knowledge, devouring information at a rapid pace. Thanks to the Internet, Gen Z is far more resourceful and informed than generations past.
The oldest Gen Z patron is now a young adult who is naturally savvy and emotionally intelligent. 24-7 access to information has fueled their curiosity and transformed them into master self-educators. Today 20% read textbooks on digital devices, 32% engage with classmates online, and 33% percent take online lessons. These kids are so mature and eager to listen that they learn fast and this passionate yet pragmatic nature sets them apart.
Gen Z’s perceptiveness is rewarded with an innate entrepreneurial spirit. From a young age they’re making calculated life decisions and investigating how to obtain relevant professional experience long before college. Businesses, including salons and spas, must take decisive action and adapt their recruiting techniques now in order to secure the interest of this future work force.
The Gen Z crowd are loyal to businesses who champion personalized service and would gladly trade online discourse for an authentic, in-person interaction. Furthermore, growing up in a recession has steered their entrepreneurial spirit and keen frugality. For salon owners this means you must find a way to be present during the formative years.
To be successful in recruiting from the new generation businesses should develop relationships now with teenagers in grades seven through 12. About 72% of current high-schoolers want to own their own businesses, and 76% hope they can turn their hobbies into full-time jobs. Through thoughtful, on-campus mentorship and programs, salon owners and managers have a unique opportunity to harness the excitement of high-school-age kids and help them explore their options in the salon or spa industry.
It’s estimated that by 2020 the Gen Z population will hover at around 82 million people. That makes this the largest generation segment in history, accounting for roughly 40% of all consumers. Salons will have to rethink their marketing approach to attract new business.
Generation Z consumers spend a staggering 7.6 hours per day on average socializing with friends and family. Conversely their attention span averages around eight seconds, having grown up in a time when they’re being served media and messaging from all angles. In order to stay relevant businesses must cater to a new set of ever-evolving style trends and always offer a fresh approach to any services, promotions or events.
So, are you and your salon ready to welcome the next generation?