Move over millennials, the iGeneration is here!

In marketing and pop culture, we’ve heard a lot about millennials overtaking baby boomers as the largest living generation. Born between 1981 and 1997, millennials are the best-educated and most diverse generation to date. But while they’ve been a central focus for businesses and media, another generation is quickly gaining ground: the iGeneration, also known as Generation Z.

The iGeneration includes people born between the mid-1990s and early 2000s, with the oldest members now in their early 20s. This generation is notable for being the first to grow up with smartphones and digital technology from birth, setting them apart as true digital natives. They are entering the workforce and beginning to contribute to the economy, making it increasingly important for business owners, including eye care professionals (ECPs), to shift some focus from millennials to this younger, tech-savvy group.

Why iGen Matters

According to Mintel, a market research firm, iGens make up about 17% of the population. This group, aged 11–23, is crucial for two key reasons:

1. They are beginning their prime earning and spending years and will soon occupy the coveted 18–34 demographic.
2. They are quickly replacing millennials as the young, influential trendsetters shaping future consumer habits.

To successfully engage this generation, it’s vital to understand what drives them and how their habits differ from the generations that came before.

What Matters to the iGeneration?

1. Trust and Authenticity
   iGens are known to prefer buying from brands they trust. A strong reputation for trustworthiness and efficacy is essential to winning them over. This is a generation that values authenticity above all else. Traditional advertising often falls flat with them—they can sense inauthenticity from a mile away. For businesses, this means building a relationship with iGens based on transparency, honesty, and consistent quality.
2. The Power of Peer Influence
   For younger iGens, peer influence plays a critical role in their purchasing decisions. Word of mouth, online reviews, and influencer endorsements have a much greater impact than flashy ads. In fact, studies have shown that 92% of consumers trust recommendations from friends and family over advertising. So, if you want to reach this generation, fostering organic, community-driven marketing is key.
3. Value and Convenience
   iGens are pragmatic and value-conscious. Unlike their millennial predecessors, who often favored experiences over material goods, iGens are more focused on practicality. They prioritize price and convenience, and they appreciate brands that make their lives easier. Businesses that can deliver both quality and affordability will win their loyalty as their spending power grows.
4. Hobbies and Passions Drive Their Spending
   iGens are deeply passionate about their hobbies and interests. Raised with the world at their fingertips, they are well-versed in music, movies, technology, and more. They appreciate brands that understand their passions and cater to them. Companies that can create products and experiences tied to these interests will resonate more deeply with this generation.
5. Cautious Risk Takers
   While past generations might have embraced more rebellious behavior in their teen years, iGens are generally more cautious. They are less likely to engage in risky behaviors such as drinking or smoking compared to teens of decades past. This doesn’t mean they aren’t adventurous—they just express their risks in different ways, such as experimenting with new technology or embracing unique hobbies. Businesses that tap into their desire for novelty while maintaining a sense of safety and comfort will find success.

Real-Life Example: Reaching iGens Through Authenticity

Consider the rise of brands like Patagonia, which have captured the loyalty of iGens by aligning with their values. Patagonia is transparent about its environmental practices and stands firm on issues like climate change and sustainability. This resonates with iGens, who care deeply about global issues and want to support brands that take a stand. Patagonia’s success is a perfect example of how authenticity and values can attract and retain this generation’s attention.

What Does This Mean for You as an ECP?

If you’re an eye care professional, understanding iGens’ behaviors and preferences can help you adjust your practice and marketing strategy. For example:

• Stay Current: iGens keep up with brands and trends, so staying current with technology and social media is vital. If you don’t have a YouTube channel or strong social media presence, now is the time to start.
• Emotional Intelligence Matters: iGens value people skills and emotional intelligence. Personal connections and customer service are essential to them, so be sure to train your staff to engage meaningfully with patients.
• Create Connections: Social connection can sometimes elude iGens in an increasingly digital world. Create opportunities for them to connect, whether it’s through community events, social media, or personalized outreach.
• Appeal to Their Interests: Engage iGens by tying into their hobbies, passions, and interests. Consider hosting themed events or offering services that cater to their lifestyle.

Inspirational Quotes for the iGeneration

• “The future belongs to those who believe in the beauty of their dreams.” — Eleanor Roosevelt
• “Don’t just be yourself—be your best self.” — Kendrick Lamar
• “Innovation distinguishes between a leader and a follower.” — Steve Jobs

How to Take Action

As the members of the iGeneration enter their prime, now is the time to adjust your business marketing strategies and marketing efforts to connect with this influential group. If you want to learn more about how to build a thriving, modern practice that resonates with iGens, sign up for our CEO of YOU® business coaching program. This program is designed to help you navigate the evolving landscape of optometry and build a practice that not only survives but thrives in the age of the iGeneration.

Sign up today at CEO of YOU® Private Practice Membership.

Let’s create a future where your practice resonates with both millennials and the iGeneration—setting you up for long-term success.

For Further Reading

If you want more insights into the iGeneration and how to connect with them, check out this excellent article on the iGeneration’s values and preferences based on a recent Mintel report: Read More.