They came after the millennial generation and if their predecessors were digital savvy, this group has the distinction of being the first generation never to know the world without the Internet. We are talking about Generation Z or Gen Z, which Pew Research identifies as those born between 1997 and 2012.[1] They make up about 27% of the population today. If you have Gen Zers among your clientele, you may already know that they care deeply about others, strive for a diverse community, are highly collaborative and while striving for a better world are pragmatic about what needs to be done to address issues like climate change. [2]
There is something else about Gen Z that is of relevance to the massage therapy and spa communities. Wellness is at the top of Gen Z’s list of “what’s in.” According to McKinsey’s 2024 Future of Wellness Research on Gen Z health trends, Gen Zers (and millennials, too) now are purchasing more wellness products than older generations. In fact, the Gen Z health-conscious generation is most interested in wellness spending that is focused on appearance and overall health. They also outspend older generations on mindfulness wellness products, such as meditation classes, mindfulness apps and therapy sessions.[3]
What is driving the Gen Z wellness focus, according to McKinsey researchers, may have something to do with their access to health and wellness information at an earlier age due to social interaction with such sites as TikTok, which features a site call FitTok where people share information on workouts, food plans and other fitness-related content. It also could be that Covid-19, which focused people around the globe on health and wellness coincided with this generation’s formative years, leading to the Gen Z health-conscious mindset. [4]
Marketing to the Gen Z health-conscious client
As digital native, Gen Zers spend more time online than any other population, so they expect their providers and healthcare experiences to be digital too. First and foremost, mobile is paramount to the Gen Z health-conscious buyer. Not only must content – including videos and imagery – be optimized for mobile, it also should be concise without a lot of commercial interruptions. Gen Zers also rely heavily on online reviews, in addition to social media.
The importance of social media to Gen Z wellness-seeking individuals means that you need to be active on social media to reach this consumer. Keep that in mind as you are reaching out to them, it is not the platform that they value as much as the community of participants. Whatever platform you use to support Gen Z health trends – and that may include more than one – customize the content and be sure to include expert information since this group seeks a lot of information before making a purchase decision. Also, content and messages should vary based on the social channel’s rules of engagement, since each one is different.
You also may want to engage with healthcare influencers, especially those that can speak to the value of massage therapy and skin care treatments you offer. Recommendations from peer influencers as well as friends are considered trusted sources for learning about products and services for the Gen Z health-conscious consumer
Messaging that matters
Also consider as you craft your marketing messages to support Gen Z health trends, this consuming audience:
Wants to know why they should care: If you want them to engage with your content, whether a blog, a video or photo, help them understand what the content is about and why they should care about it. Educate and entertain them.
Wants to change the world: When selling to Gen Zers emphasize how your spa or massage practice is contributing to the betterment of the community or to a larger global social or environmental cause. This group wants to be part of something special.
Is inclusive: It’s not about your business being right and others are wrong; it’s about making the world a place where everyone thrives together. Your messaging should be about your business being thoughtful, intelligent and inclusive.
For the Gen Z wellness is imperative. As such, they are great candidates for your products and services. Match your marketing and offerings to their needs, meet with them online to have meaningful conversations, contribute to their education and show your dedication to contributing to the health and wellness community. You will forge relationships that will last for years.
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#genz #genztrends #healthtrends #wellnesstrends
[1] Dimock, “Defining Generations: Where Millennials end and Generation Z begins,” January 19, 2019. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
[2] “Gez Z are not ‘coddled. They are highly collaborative, self-reliant and pragmatic, according to new Stanford affiliated research,” Stanford Report, January 3, 2022. https://news.stanford.edu/stories/2022/01/know-gen-z
[3] Segel, Liz Hilton, Hatami Homayoun, “Mind the Gap,” Accessed October 2, 2024. https://www.mckinsey.com/~/media/mckinsey/email/genz/2024/01/2024-01-23d.html
[4] Segel, Liz Hilton, Hatami Homayoun, “Mind the Gap”