They’re the Largest Group of Spenders
“Millennials”, seemingly the most hated generation so far, has made their presence in today’s society loud and proud. The 20-30 year olds are so vastly different than their predecessors that they’ve brought an entirely new way of thinking, acting, and looking with them. They’re the first generation to completely grow up with modern technology, and are currently the most influential consumers in today’s marketplace. Millennials are also particularly interested in social change, and have been taking steps towards change, even in places like men’s grooming.
They’re Bringing New Products to Shelves
The men’s grooming industry, which used to be a small marketplace that focused on men’s shampoo, body wash, and soap, has been revolutionized by millennials. Beard serums, men’s moisturizers, and exfoliates are more accessible for men than before. In the era of the “selfie” there has been a push for men to pay more attention to their appearance. Gone are the days where men were made fun of for wanting to look good and spending more on their products.
They’ll Spend More on Grooming Products and Services
Looking tough and manly has never gone out of style for guys, and this can still be seen in the millennial generation. Beards have never been more popular, and the number of millennials that shave everyday has dropped. Appearing well-groomed and professional is still important, so the new generation is more willing to spend on products that will help them maintain the look they’re going for.
Millennials have also re-revolutionized barber shops. A quick search through Instagram, YouTube, or Facebook, and you’ll find thousands of users showing off their grooming skills at their barber shop and attempting to gain a social media following. Marketing their skills via these social media platforms is direct advertising to millennials (that are always on their phones, and especially on social media). Millennial men are heading to barber shops with intentions of getting an awesome haircut and often more. Barbershops are now offering styling, shaving, skincare, products, and even manicures.
They Care About the Environment and Natural Products
Millennials activism doesn’t just stop at breaking down previous stereotypes for men, but they are also more caring for the environment. They’ve seen first-hand how generations before us have not cared for the planet, and have vowed to make a difference for the generations after us. In particular, millennials are distrusting of major brands. Often these brands include harsh chemicals in their products and are less caring about their effect on the environment. Natural skin products have become increasingly popular, and brands that have a set of values and morals behind them are favored over those that don’t. Research has even shown that men actually enjoy the process of picking out items and tend to be more brand loyal than women. So, when these millennial men find something they like, they will become a loyal consumer.
Millennials Have the Influence, For Now
Millennials may seem to be a difficult generation to understand, but since they’re the largest spending demographic currently, their influence will affect current grooming trends. There’s no telling how Generation Z will affect men’s grooming industry in the future, but for now we can expect an increase spending on men’s grooming products and grooming services, as well as an expansion in the range of products available (particularly focusing on natural products).