If you are looking for future generations of spa-goers to gear your business or practice towards, look no further than Generation Z (Gen Z). This group of teenagers, ages 13 to 19, will comprise 40% of the population by 2020. In the U.S., they will spend $44 billion dollars this year and influence $600 billion in terms of family spending.1
Not only do Gen Zs easily impact one another, they also carry powerful influence over their parents’ and families’ buying habits. Teens often have more knowledge about brands and products than their parents. Having advanced digital knowledge and the ability to access price and availability at their fingertips alerts us that the time to engage with Gen Z is now. Gen Zs are not miniature millennials, and we cannot regard this generation as an extension of them. There are vast differences in their truths.
Gen Zs have never known a world without the internet. They are the most socially connected generation in history. Gen Zs aren’t mobile first; they are mobile only. To them, a phone isn’t just a phone. It is a personal portal between their offline and online worlds. In fact, it can’t really be considered a phone at all, because they rarely make actual voice calls. They prefer emojis, Instagram, Twitter and Snapchat. They use their phones instead of laptops, home computers and TVs to get their news, information or entertainment; everything they need is already in the palm of their hand. Educators are even allowing phones as a way of learning.
- J Fromm and A Read, Marketing to Gen Z: The Rules for Reaching This Vast and Very Different Generation of Influencer, American Management Association: New York (2018)
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