Browsing Mikes Space ArticlesVIEW ALL

The changing needs of Millennials – and their impact on your business

POSTED ON July 6, 2021 @ 3:07 pm

Sometimes referred to as selfish, the “ME” generation, or Gen Y, is now moving on to a new, more selfless, phase in life.

Having now reached the formidable age of somewhere between 18 and 35, millennials are experiencing a new stage in their lives where self-absorption is secondary to the responsibility of children, careers and/or other life obligations. This is mirrored in their consumption habits.

The golf industry needs to be privy to these changes as millennials are soon to enter into ‘peak influence’ as golf consumers.

Marketing ‘influencers’

Millennials have arguably already been the most influential generation in terms of marketing of all times, and are now bread and butter for the golf industry, as the older generation is ageing out. And as millennials’ consumption preferences are likely to continue to dictate the golf industry’s services for a long time to come, we have to adapt to their new needs.

Well-known to many clubs by now is that the younger generation doesn’t always have time to play 18 holes on the course and has asked for a shorter, faster and more efficient ways to enjoy the game. Playing nine holes has never been more in demand and clubs that offer such events are reaping the rewards.

At the Clubhouse the millennials have also said their piece: Aware of health, nutrition and the environment, they are demanding healthier options for themselves and their kids than the standard chicken parmigiana or snitzel for lunch. And remember, they much rather drink locally brewed beer over some cheap, imported, full-of-preservatives sort.

Their needs are imperative in your marketing, too.

With an appetite for technology, as they’ve grown up valuing cooperative environments, millennials have also insisted on Wi-Fi connections to be established at every venue, and if you’re not posting on social media yet you’re doomed!

According to SocialMediaNews.com.au, Facebook is the most widely used online platform in Australia, now with 12 million Australians logging in every day. It’s therefore important for golf courses and clubs to get Facebook savvy to be able to reach out to all segments of their client group and in the most effective way.

A generation that is defined by instant gratification needs actionable information and it needs it now. If your venue or business is unable provide information that millennials want, how and when they want it, they will abandon you and Google another business that can service them in the ‘micro-moment’.

So clearly, you either comply with their demands or you will have no money in the till.

By understanding the new expectations, pressures and preferences on our ageing millennials, the golf industry will be better placed to meet their needs – and meet those needs profitably.

Need Help With a Social Media Strategy?

How are you communicating with your various target markets – including your local market of potential customers and your existing customers? We can help by suggesting ways to improve your communication methods and materials for your golf marketing campaign.

Click here to contact Mike Orloff or email mike@golfindustrycentral.com.au

Mike Orloff is a marketing strategist for the golf industry and a US and Australian PGA Member with more than 25 years of industry-wide experience, including 18 years working in senior roles for two of the biggest international golf management companies in Australia and the USA – American Golf Corporation and Clubcorp.

Comments are closed.


CLICK HERE TO Sign Up for the GIC Newsletter for all the latest Industry News.

Clublinks Appointed Minnippi Golf Course Operators in Landmark 25yr Contract

Brisbane City Council has confirmed the appointment of...

Golf Business Forum PGA Expo partners with SHANX

Australia’s most influential golf business event, Golf Business...

Husband/Wife Team Give Marsden Golf Driving Range A New Lease On Life

The Marsden Golf Driving Range, located in the...

NZ: Golfers cry foul over plans to open courses for more people, activities

Golfers are accusing Auckland Council of foul play over a plan to develop courses into more versatile public spaces. The council is...

Parts of Northcote public golf course set aside for community use

A section of Northcote’s public golf course will be freed for community use in a small win for residents, who have been...

Golf Matters 2022, NZ Golf Conference and Expo Key Speakers

The NZCIG is excited to be full steam ahead with Golf Matters 2022, NZ Golf Conference and Expo! Please have a look...

NZ: Thousands of homes proposed for Auckland's Formosa Golf Club

Thousands of homes and apartments are proposed for coastal land in south-east Auckland, with much of the development on the privately owned...

Registration is open for Women's Golf Day Palooza!

There’s less than a week to go until WGD Palooza – the now annual virtual celebration of golf with...

Jack Nicklaus is Being Sued By the Nicklaus Companies

Nicklaus, 82, is being sued for breach of contract with the Nicklaus Companies, as well as tortious interference and...

ASIA: Nine-Hole Putting Green Addition at Laguna National

Laguna National Golf Resort Club’s latest golfing offering is on track to be unveiled before the mid-way point of...

ASIA: David Rollo steps into Asian Tour Chief Operating Officer role

The Asian Tour is pleased to announce the appointment of David Rollo as Chief Operating Officer (COO). Rollo, who...

Peter O'Malley awarded PGA Life Membership

The back-up plan was to work as a greenkeeper at Bathurst Golf Club but such was Peter O’Malley’s talent...

Iona Investigates: Golf's health benefits in new video series

Golf’s widespread physical, mental and social health benefits have been brought to life in a new video series from...