Kitchen & Bath Design News

SEP 2015

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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32 | Kitchen & Bath Design News | September 2015 By Jamie Gold, CKD, CAPS Trend Spotting Y ou know that sharp new rep for your top line? The one who knows every hot social media app before you do, who has the latest phone in hand 24/7 and who has become everyone in the com- pany's technology, food and fashion expert in fve minutes fat? Yep, that person. That's the quintessential Millennial employee, vendor, publicist and, yes, potential client. If you're the parent of a 20- or 30-something, you may have a stra- tegic advantage in working with this largest demographic group in recent history. You know how they talk and think because you raised one or more. You understand their values, because they picked them up from what you shared and what they observed – or because you're one of the 87 million Millennials yourself. MAPPING THE MILLENNIAL First, not everyone agrees on the dates or ages. "If you ask 10 diferent market researchers how they defne this generation, you will likely get 10 different answers," shares Erin Gallagher, RICKI's Chief of Insights for the kitchen industry's market intel- ligence frm. "We defne it as those born between 1982 and 1996 (18 to 32 year olds at the time of this study)," she clarifes. Some studies start at 1980 and some end at 2000. Unlike with the Baby Boomers, this mega-generation's dates and names are more fuid. Millennial is a popular one, but so is Gen Y. Most studies over- lap the two, while choosing one name or the other. In the long run, it won't matter much. There are so many more important details to consider with this demographic. DESCRIBING THE MILLENNIAL "Many Millennials are highly educat- ed with powerful earning potential, so they have money to spend," notes Sarah Reep, director of Designer Relations & Education for Masco Cabinetry. "On the fipside, an equal number of Millennials are strapped for cash, thanks to college debt that far exceeds every generation that pre- cedes them. "Either way, Millennials value quality," she adds. They appreciate good design and good food and are particularly open to international in- fuences. Being the frst generation to grow up with the Internet, they have been connected to global information and entertainment their entire lives. Amazon is their corner store and Slumdog Millionaire their Rocky. Reep describes Millennials as optimistic, despite setbacks like the Great Recession that slowed their careers, earning potential and home buying plans. They're also egalitar- ian, having grown up with empowered mothers, gay rights, girls' sports and a demographically shifting country. "Millennials value good citizenship, sustainability and doing the right thing. They see it as both a personal and corporate responsibility," she notes. At the same time, Millennials can also be described as entitled – and often are. "Millennials are entitled be- cause this generation received ribbons or trophies for just showing up to a game. Everyone won even when they lost. This is still part of their DNA," Reep concludes. Earlier generations were raised to earn respect over time. Millennials frmly and politely expect it from the get go. SELLING TO MILLENNIALS First you have to fnd them, if they don't fnd you frst. While your ex - pectation may be that online and mobile are your best media options for reaching this demographic, you might be surprised. "When you ask them about sources they use for kitchen ideas, TV tops the list," notes RICKI's Gallagher. She points out that this is the generation that was brought up with their moms watching HGTV. It's worth noting that many of those HGTV shows featured designers as the experts and celebri- ties creating those transformations. That may contribute to Millennials' greater acceptance of designers and design services than older genera- tions, or perhaps it's their wanting an experience, not just a product. Reep emphasizes, "They want to work closely with someone who will take the time to get to know them. Millennials expect a designer to add value by creating a kitchen with them in mind, based on their style prefer- ences, interests and lifestyles." While this may take a bit more of your time, it's worth considering, given their increasing market power in the remodeling sphere. While some are still strapped with college loans and home equity challenges, time and wealth are on the Millennials' side, including gifts and inheritances. "Due to the Recession, Millennials will do their homework to understand What Millennials Want What Millennials Want Most in Their Homes Source: National Association of Home Builders Photo: KraftMaid Cabinetry Photo: KraftMaid Cabinetry A Millennials strongly desire kitchens that refect their personality. B Hotels inspire Millennial bath trends. A B

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