20th March 2023
There’s a lot of talk going on right now about generations, it’s the buzz thing for everyone. Marketeers have been shouting out about it for years now, but it’s reached the masses…. the [actual] generations if you will, and there are all sorts of complicated ideas about how you as a business owner, or you as a member of a given generation should behave, what excites and engages you, what makes you purchase etc.
Over the next 6 blog posts we will look at each key generation and try to simplify what the age group means from the perspective of clients, what they actually want from a visit to your salon.
Let’s start with ‘The Silent Generation’ as this is the oldest age group we will come into contact with. Personally I think the name of this group is wrong, it should really be ‘the ignored generation’ as they tend to get missed out in most discussions about the significance of each generation. The oldest members of this group are 98 years old, perhaps that’s why marketeers don’t look at what might be appealing to these folk. However the youngest of the silent are 78, still a good age, and, in this day and age one that needs to be looked at with fresh eyes.
We all know the saying ’50 is the new 40 and 60 is the new 50′ that means that 70 is the new 60 and as such its imperative that we recognise the purchasing power this dynamic age group have.
For reference purposes, the name ‘The Silent generation’ stems from this particular group growing up quite traditionally, in times of upheaval, war, economic crisis and then a boom in industry across the globe. In the UK especially the phrase ‘be seen and not heard’ was specifically related to them.
Now, we see that the 70+ age group have got, in the majority, a comfortable life with no financial burdens, they enjoy leisurely life, holidaying and socialising as much as they choose because they have the freedom to do whatever they want whilst still physically and mentally able.
This ultimately means that appearance and how they perceive themselves to fit in with the modern world has had an impact on their self awareness. If 70 is the new 60 it means style is still important. It’s not the defining characteristic of this age group but it is relevant. A 70+ lady doesn’t necessarily want a shampoo and set, it’s much more likely that they would like a classic bob, or a short layered style that flatters their face shape, enhanced with soft colours that embrace their natural grey or mask it. Looking after their hair is as important as looking after their skin and they are keen to experiment with products that help them achieve good results at home as well as whilst in the salon.
Although money isn’t an issue for the majority of this age group, their upbringing means they are cautious and will only spend on what they know to be good value. That doesn’t mean they only purchase entry level products, be it haircare, beauty, clothing, whatever, What it means is they will invest as long as they believe that the products are going to help them achieve good results. That;’s where your expertise comes in to play, share your knowledge, your client will thank you for it.
So don’t give up, don’t frown when that ‘little old lady’ walks through your salon doors, be as excited about the possibilities she brings as you would be about the youngster who wants a complete change. And don’t forget, older guys want to look as good as possible for their age as well.
Coming next: Baby Boomers.