If you have been attending any of the NSAA shows over the past few years or have read any of the trade journals, you know that “Millennials” has become the new industry buzzword. The term used to describe the generation of anyone who was born in the 80s or 90s has risen to popularity as this generation has come of age and is now becoming the most important single purchasing demographic group.
The challenge with Millennials is that their motivations, desires and behaviors are unlike anything we’ve seen before them. Although they are highly interested in the idea of the outdoors and adventure, the realities of what these experiences mean to them is quite different from the adrenaline-fueled, aspirational natures of previous generations. A challenge the outdoor industry has been facing for more than decade now, and the reason that many traditional brands have struggled with reaching this generation. A topic recently highlighted in this recent article in Outside Magazine about how outdoor brands are adapting to face the Millennial Challenge.
The fact is if your brand is not already talking about, planning and doing things to change your messaging, marketing and product offerings to better cater to the desires and behaviors of this generation, you’re already behind the eight ball. The good news is we’re here to help. Over the past 5 years SNOW Operating has invested heavily into understanding what drives the Millennial generation as well as Generation Z that is following them. We bring these understandings to the table for our partner resorts and would love to share them with you. To learn more about our Conversion & Growth program drop us a line. We’d love to talk to you.