Gen Z (age 4-early 20’s) comprise 25% of the U.S. population, making them the largest cohort yet.
Research is indicating that the COVID-19 pandemic is the Generational Defining Moment for Gen Z, particularly as they transition into adulthood. COVID-19 has impacted almost every aspect of their lives. It will impact how Gen Z spends money, learns, and works.
Gen Z has strong heads and strong values, making them hard to attract from a marketing perspective and even harder to gain loyalty from. How do we translate the information we know about Gen Z into applicable everyday use to attract employees and patients?
Build a dental practice that speaks their language and meets their expectations now to guarantee future practice growth.
COVID-19 IMPACT ON GEN Z
SPENDING
- Gen Z is already more frugal than Gen Y, thanks to their conservative Gen X parents and growing up through the 2008 Great Recession.
- Gen Z are hyper-aware of their dental health, with the top oral health problem this generation reports being pain, predominantly with biting and chewing.
- Gen Z will not take risks they may not be able to afford to address in later life, which makes them more receptive to the latest research and treatment options to maintain dental health.
EMPLOYMENT
- Before COVID-19 Gen Z were already saving for retirement
- Job benefits are driving factors
- As employers, recognize that individuals within Gen Z are used to instant access and are motivated by efficiency
- Provide tools that promote ease and simplicity and tasks that are intuitive and not process-heavy
- Despite their technology knowledge, Gen Z crave human interaction, openness and collaboration
- Provide opportunities to grow and learn skills
While Gen Z may not have yet reached critical mass as patients or employees, they are already disproportionately driving changes the rest of us feel. Understanding who they are and what they want NOW gives us insight of what to expect for the future of our dental practices.
Being successful in attracting new employees and patients will require flexibility and adaptability to keep up and deliver on the wants and needs of this generation. If it’s not instant, it’s not for Gen Z!
For any leader, the pandemic creates a critical opportunity to understand and respect how Gen Z are experiencing these challenging times through their own generational lens.
BE INSPIRATIONAL
BE AUTHENTIC
ENABLE UNITY
STAY WITHIN THE REALITY OF THE SITUATION