Boomers vs Millennials: Maybe They Aren't That Different

In this corner, the Baby Boomers: older, perhaps wiser, richer, and out for fun (Pub Happy Hours are huge). In the opposite corner, the Millennials: younger, more flexible and accepting, poorer. Hmmm, a marketing dilemma ?  No way. For a company, particularly in entertainment or hospitality, you have to go with the Boomers.

Why, because they play all the same games as their younger offspring and their grandchildren.  Social media has nothing over the Boomers. I don't buy into the notion that younger folks have all the tech savvy and "grew-up with computers and cells" making them better tech 'users' and, by extension, better and more informed 'consumers'. That advantage, if it ever existed, is now gone. Look at the Presidential race: all Boomers, their advisers, mainly Boomers, Boomers rule (for now).

In many instances the interests and needs of the Boomers and Millennials are polar opposites which only makes the job of a service provider, ie cinema operator, all the more difficult when it comes to both anticipating and satisfying their needs and wants. Knowing this, you began to understand the gravity of a cinema's undertaking and how difficult it is to improve a moviegoer's experience.

But, there are certain things that transcend the age-gap and are universal traits every single company dealing with the public must foster. One thing I have noticed and is irrefutable is that no matter what the generation, they all want to be well served and are growing increasingly unforgiving of service miscues. Take cleanliness. Having a clean establishment is not only a priority but a requisite.  But, cleanliness is more than just being clean.  A cinema's condition is also a component of cleanliness. A tear is an auditorium's soundfold, a cracked floor tile, dinged and marred wood work, worn fabrics and especially a worn carpet are all perceived by moviegoers to be an indication of cleanliness or a lack thereof.

Just as important as cleanliness is responsiveness to needs.  Every interaction with a patron requiring additional assistance or service of any kind must be time bound - and always under promised and over delivered.  The worst thing is to acknowledge a patron request and do nothing about it.

Are Boomers and Millennials very different in their wants and needs, yes! Are they the same, however, in many respects, yes! Get used to serving all of their needs and wants.

Best
Jim