If there’s one common thing about all the current generations, it’s their unconditional love for their pets. There are pet owners in the UK from Gen Z to Gen X, Baby Boomers, and even Builders! Although the Millennials are considered having the primary purchasing power as of the moment, most pet stores and businesses forget to address other generations in their marketing efforts.
If there’s one necessary change to consider for these businesses, it is the inclusion of the different generations in the picture.
The Generational Report
According to a Pet Owners Survey conducted by the American Pet Products Association (APPA), although Millennials play an essential role in the animal care industry today, Gen Z is the generation who will be the next successors.
Here are some essential data generated from the report:
- Millennials and Gen Z comprise more than half of the pet owners in the US for the entire decade.
- The number of Baby Boomers pet owners are declining. Yet, they have the most disposable income, and they can afford items with higher price tags.
- Gen X pet owners are heavy spenders when it comes to pet products and services, but they are a relatively small population compared to others.
- 8 out of 10 Millennials and Gen Z pet owners consider their pets as part of the family. It also makes them more prone to impulse buying any product for their pets, as well as celebrating every special occasion their pets have.
- Millennials see having pets as a practice in raising children. It is one of the many reasons there is a strong connection between them and their pets.
- Gen Z’s love for their pets is said to be greater than previous generations.
Although the data gathered is relative to the US, this gives a valuable insight as to how the world perceives and relates to their pet. Taking that into consideration, one can further their marketing needs for a better marketing directive that takes to heart this excessively wide audience market.
How Generations See Pet Ownership
The love out of pet parenthood is universal; however, there are specific differences in how each generation sees the role of pets in their lives. While cases may be unique for each individual, here are the most common perspectives for most pet owners.
- Baby Boomer – Sees pet as a new child to care and love for
- Gen X – Answer for their need for companionship
- Millennial – A rehearsal for potential parenthood
- Gen Z – A partner to take to hike with or to go running with
In general, each generation benefits from the pet relationship depending on how much they invest in terms of activity level, hobbies they share, and their lifestyle.
How to Incorporate Data in Your Customer Service
In every business, it is vital to understand your target market better to know how to communicate with them properly. The case may be special for pet shop owners since they can cater to all generations.
To give you an idea, here are some examples of how to utilize important information about your target audience into your marketing plan.
- Baby Boomer – Their priority involves the comfort and entertainment of their pets at home. You can highlight the products for senior dogs to this generation since most of them have older pets.
- Millennials – They purchase products and services that are aligned more with the values. For example, they tend to be cause-driven; that’s why environmentally-friendly options might ring a bell for them. Also, they are focused on gathering information about items before they purchase. Add more information into your website to provide their needs.
- Gen Z – Some of them might prioritise their health more than other generations. They are also more used to getting all information they need in an instant, so it would be best if all sales associates are trained enough to provide accurate information about the products you sell.
The Bottom Line
It is crucial to address the needs of each generation for every product or service you advertise, in order to achieve a more effective marketing communication. Diversifying your strategies can help you warm up for your presence for each market segment—after all, doing so can also help boost your sales.
Keep in mind, however, that you should also expand your marketing medium. Not all generations are active on social media, so be mindful even in terms and platforms where you promote your message.
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