The Secret to Bonding Millennials to your Business
by Hadley Larsen (a real life millennial)
Yes, I’m part of the generation most of the world views as “lazy, entitled, self-absorbed, narcissists”, “the most high-maintenance workforce in the history of the world” and my personal favorite “generally hateable”. While these stereotypes are debatable, some things we are undeniably passionate about is our pets, technology, being efficient and brand authenticity.
The term millennial is defined as a person born between 1981-1996 this means all people between the age of 22 and 37 years old. Not only have we overtaken the Baby Boomers as America’s largest generation, we are also spending more money on our pets than any previous generation.
As a millennial looking for a vet practice (or pretty much anything else), I ask a friend for a recommendation and go straight to the internet to do my research before I make a decision. I’m looking at a few things that are important to me.
1. Do you look modern and up with the times?
2. What’s the vibe on your social media and online review?
3. Do you seem nice?
4. Do people like you?
5. Do you have a reward program?
My preferred method of connecting to any business, even my veterinarian is through a mobile app because I can avoid the clutter of an email inbox (which is primarily only used when I’m forced to for my job). Most of us millennial clients have a smart phone with an average of 35 apps downloaded, while spending an average of 90 hours per month on mobile apps alone.
With a mobile app:
I am reminded via push notifications when my fur baby is due for anything! (Allergy shot, parasite prevention, appointments, etc)
* I can easily order food, medications, and request an appointment without having to call and be put on hold
* I can research any diagnosis or diseases endorsed by you
* I am up to date with anything happening in the practice and feel like I’m a part of your community.
In addition to the features above, I can share photos of my pup with my practice in hopes of ending up with a social media shout out that I can share with my friends. Did you know 43.5% of millennials use social media to spread the word about products and services they enjoy? These highly-liked pet posts are influencing other generations to do the same which leads to brand loyalty and referrals.
And, hands down, the best part of an app is the loyalty program. Millennials like myself love, love, love loyalty programs and incentives to shop certain brands over others.
80% of millennials participate in loyalty programs and are more likely than other generations to remain loyal to a brand because of loyalty rewards.
And, even though the average income of a millennial is around $36,000, when we spend money, we prefer to do business with brands that reward us for choosing them.
According to a recent survey by SunTrust Mortgage, a third of millennials who already purchased their first home said they were influenced by the need to have space for their dog. “Millennials have a strong bond with their dogs, so that makes sense that their furry family members are driving their home buying decisions”. If we are buying homes for our dog’s comfort, I think it’s safe to say we are more engaged with our pets than any other generation. So from all the millennials out there to you (our veterinarian), please give us modern tools to connect with you and help our pet’s get the care they need!