Prioritizing inclusion, wellness, and sustainability

Zoomers. iGen. Post-Millennials. Born between 1996 and 2010, Generation Z goes by many names. As its older members enter the workforce and approach their 30s, we’re now seeing the impact this generation is having on many industries — and when it comes to wellness, they’ve got some new ideas. By merging wellness with the technology they’ve grown up with and using their values as a compass, Gen Z is transforming how we think about self-care, and business owners should be ready.

Meet the zoomers

Sandwiched between Millennials and the incoming Generation Alpha, Generation Z has been indelibly shaped by the digital age. As digital natives, they’ve grown up surrounded by screens; in fact, they can type faster on smartphones than they can using traditional keyboards. They expect businesses to meet them where they are; brands without a mobile-friendly digital footprint will likely be ignored.

Having grown up in a shifting financial landscape, they’re more pragmatic than previous generations. They’ve learned to expect economic struggles and aren’t counting on a social safety net to catch those who fall through the cracks. Despite these struggles, they often prioritize brand values over price tags. That means understanding those values is key to connecting with this particular demographic — more on that below.

If you’re wondering why appealing to Generation Z is so important to the future of your business, just consider their impact on the market. Zoomers make up 20% of the United States population, and their spending power is expected to grow to $12 trillion by 2030. They are, in many ways, the future of your business.

Understanding Gen Z’s values (and why they matter)

Social justice and activism

According to a survey by the United Way of California, Generation Z is particularly active when it comes to fighting for the causes that matter to them. More than half have attended a rally or protest supporting a specific cause or social issue, and 33% have contacted politicians to lobby for these causes. 

So what are they fighting for? At the top of the list are inflation and cost of living, healthcare access, affordable housing, and climate change. Social justice is also a priority, particularly racial, LGBTQ+, and gender equity. When it comes to self-care, they’re looking for businesses with diverse hiring practices and inclusive menus.

Sustainability

Gen Z’s commitment to sustainability is already influencing how businesses operate. Two-thirds of Zoomers say that sustainability is a critical feature of their purchases, far more than the name brand that appears on the package. Speaking of brands, 62% prefer to buy from companies that have made a commitment to sustainability. 

Business leaders can meet these changing consumer expectations by making their own commitments to sustainability. For example, salon owners can team up with Green Circle Salons to significantly reduce waste and become carbon neutral. These kinds of initiatives go a long way toward building trust with Zoomers.

Authenticity and belonging

According to EY Insights, “Authenticity is the most important value for Gen Z — even beyond future plans and being rich.” A whopping 92% said that being true to themselves is extremely or very important. Zoomers desperately want to find places where they belong, particularly in the workplace. They’re looking for employers whose values align with their own, and they expect authenticity in workplace interactions. They won’t be shy when it comes to inquiring about a business’s policies regarding fair hiring, climate policies, DEI initiatives, and celebrating employee performance. If you want to attract Gen Z stylists and service providers, you must find ways to show them you adhere to these tenets.

A different approach to self-care

What does all of this mean for business leaders in the self-care industry? Whether you’re hiring Zoomers, taking them on as clients, or just keeping up with social media beauty trends, you can expect Generation Z to influence the industry at large and your business in a few key ways:

• An obsession with wellness: Along with Millennials, Gen Z is spending more on health and wellness products than previous generations. However, their definition of wellness has less to do with how others perceive them and more to do with how they feel about themselves, particularly when it comes to health, sleep, nutrition, fitness, appearance, and mindfulness. Instead of simply advertising your services by listing the aesthetic benefits, be sure to explore how they’ll help clients feel better or relieve stress.

• Tech-driven trends: Even Zoomers aren’t immune to social media trends. As a self-care business owner, it’s critical to stay plugged into these trends, even if they’re controversial. That means you’ll have to be active on the visual-focused social channels Zoomers prefer, starting with TikTok and Instagram.

• A seamless online experience: Let’s face it — younger generations simply do not want to talk on the phone. They expect modern businesses to have intuitive online experiences for shopping, contacting customer support, and — for self-care businesses — booking appointments. If you’re still waiting for Zoomers to call your salon or spa, you might be missing out on this demographic.

• Leaving gender roles behind: Once seen as a women’s industry, self-care businesses are taking on more and more male and nonbinary clients. They don’t see things in terms of men’s services and women’s services; after all, if getting a sparkly pedicure makes a guy feel more authentic to himself, why shouldn’t he indulge? Keep this in mind when making service menus and don’t split them into gendered sections.

• More authentic marketing: You can reach Gen Z on social media, but remember that they can spot inauthentic marketing from a distance. Don’t use filters or selective editing when advertising your business or before-and-after client transformations, and don’t make promises you can’t fulfill.

• A personalized approach: No one wants to feel like just another appointment, but Generation Z responds particularly well to personalized service. Use client profiles to keep track of important details and build trust.

As Generation Z continues to grow, it will have even more of an impact on the self-care industry. By embracing these changing attitudes and expectations, business owners can create the authentic client experiences that Zoomers crave and give them a sense of belonging.