Issue link: https://www.ascpskindeepdigital.com/i/857404
74 september/october 2017 What makes this generation special is its sheer size and buying power. According to US Census Bureau statistics, there are more than 80 million millennials in the United States. Often called the most studied generation to date, millennials connect to the world through technology. On average, millennials (also called Gen Yers) make almost $700 a week, or a little over $35,000 per year, which is less than their predecessors at their age. They also have more education than previous generations. And they have big hearts, with more than 81 percent of millennials donating time, money, or items to causes they care about, says a study from Walden University and Harris Interactive. But rather than dissect this generation, fact after fact, let's put it all together and, with the help of a few millennial voices, discuss what this information means to the skin care and spa business. 1. GO FOR ALTRUISM What they're saying: "I don't really care how great a spa thinks it is or what awards it has won. If it doesn't give back in some way, then I'm less interested in giving the spa my business," says Olivia Gianella, a 20-year-old communications student in Fair Lawn, New Jersey. What it means: Millennials don't care how great you think you are. They're impressed by your actions and service. Passion, community involvement, and your ability to make a difference in the lives of others are what matter. It's not the label you carry, the machine you wield, or the names you can drop. Rather, it's about your heart and how you show it with actions. Millennials have a great distrust of institutions; they place a high mark next to companies or businesses that have transparency. Do you give to charity? How often and to whom? Show this generation of truth lovers where your money goes and you'll get their attention for your honesty. What to do: Highlight your civic involvement. Show how you've impacted the community on your social media pages. Use video, testimonials, interviews, or live Inclusive spas that mentor, educate, and speak to millennials without condescension will win over these clients who seek coaches and teachers. streaming at functions, and report your successes and how your actions make a difference in the community through organized or sponsored charity events. Consider donating a portion of a special facial service to a cause. By letting millennials know they're able to help make a difference by supporting you, they will place a higher value on your business and continue to visit. 2. BE INCLUSIVE What they're saying: "Sometimes spas feel like they're really a place more suited for my mother than a place for me," Gianella says. What it means: There's a gap in luring in millennials. Spas are no longer just for the elite; they can be for everyone. When it feels inclusive, millennials will come. This generation yearns for education, mentorship, and guidance. It is possible to appeal across several generations by making a few adaptations to your business. One of the biggest complaints about this tech-sav v y generation is that they don't reach out in the traditional sense. It's not that they're snobby, it's that they have learned to communicate differently. For this generation, technology has become the communicator. Inclusive spas