Gen Y | Millennials..... the perception of this Generation is polarised.
Researching Gen Y has been an eye-opening experience. We have tried to create a fairly unbiased summary to engage them as patients/consumers.
Millennials are obsessed with technology, social media, and engaging through social media, resulting in an obsession with their health and physical/mental well-being.
They are digital nomads, which results in a lack of brand loyalty. Therefore, engaging them as loyal patients for an Aesthetics HCP is challenging. Your level of education and authority on new products and how they will advance their self-improvement and ensure they feel special is essential in engaging with them and gaining some loyalty.
Understanding the Millenials' Mindset
Millennials are the biggest, most learned, well-connected and most diverse generation that has ever existed. They prioritise personal improvement and personal care and possess innovative power that can eventually change the universe.
Past generations pushed their challenges far from their minds by taking coffee, smoking a cigarette or even sleeping for fewer hours. However, millennials' preferences are entirely different; they prioritise their spiritual, mental and physical well-being differently from all other generations.
Millennials are generally into self-improvement. But, whether it is learning to become great leaders or change-makers, they never seem to get enough of it. With advanced workout regimes, diet plans for therapy, training, and applications meant to enhance people's well-being, millennials are a population that puts so much into self-improvement.
What is interesting is other millennials taunt them. Emotional inconsistency is among the most telltale millennial traits. It makes them impatient, so they run daily to get something new. Yet, they are always curious and never get tired of discovering new things.
And on social media sites, they see other millennials doing so well, leaving them envious. They then develop a desire to do better than them even. This obsession pays off since many millennials end up meeting their resolutions. They are also a dream patient for an Aesthetics HCP. However, they lack brand loyalty and always look for the next big thing. Your level of education and authority on how new products can advance their self-improvement is essential to their engagement and loyalty.
Millennials tend to be tolerant of differences, which is attributed to the fact that they are the most ethnically diverse generation.
Millennials are also very confident since they were raised being encouraged, "they are special", and the phrase "follow your dreams" has helped increase their esteem in society.
Unfortunately, it has resulted in many having a fixed mindset.
Other Generations perceive them as entitled and narcissistic.
Millennials – are generally more tech-savvy and extremely self-confident. In addition, many are university-educated and have a clear career development plan.
Unfortunately, they are renowned for their "addiction" to the online world. A study showed that 65% of millennials state that their routine would be more affected by losing their phone or computer than by losing their car.
The traits and values of the Millennials will pass on to future generations. It will result in greater acceptance and less stigma around self-help, and therapy will continue. To some, members of Generation Y, also known as Millennials, are liberal, insanely tech-savvy, self-expressive, confident, and open to new ideas and ways of doing things.
To others, Millennials are overly selfish, narcissistic, lazy, delusional and disloyal to a fault. They are materialistic and care little about civil and political affairs. They are constantly checking their Instagram feeds and seeking validation on social media.
Quick Facts
Annual Spend: $322.5 billion
Social media channel of choice: Instagram, Facebook, Pinterest
Most responsive to Reviews, Blogs
The device of choice: Multi-Device
Key Characteristics:
The largest group in the workforce
Does not like traditional ads
Prefers user-generated content, social selling, word of mouth
Suspicious of being sold or lied to by brands
Prefers companies that support a cause
Very price conscious/seeks the best value
Motivated by brand engagement, especially through social media