By LORA KELLOGG, CFE
Most of us are aware that Millennials are the fastest-growing franchise owner demographic. For savvy franchisors seeking continued growth, making plans to attract Zillennials —the next generation of potential operators —is essential.
Who is this generation and how best to interest them in ownership?
First, let’s define Zillennials. According to The Future of Commerce, this microgeneration includes people born between 1992 and 2002. Having grown up with smartphones in their hands, they are digitally savvy and quality-conscious consumers. They have experienced real adversity in their short lifetimes and may seem risk-averse. Zillennials are eager to align themselves, and their wallets, with brands they believe in and can trust. They are fully employed with few bills and, after careful consideration, tend to be more entrepreneurial than Millennials.
Attracting Zillennials to your brand requires foresight and strategy, including possible upgrades to your existing franchise recruitment tools. For example, you may consider updating your franchise development website so it’s relevant, accurate and highlights your company values. Zillennials have grown up on smartphones so a top-notch website and digital materials are essential. They prefer to quickly glean the information they want and are thorough in their searching. Zillennials chat with each other constantly so you may even choose to keep it relatable by including testimonials and personal experiences.
Attracting Zillennials is a sound investment
Zillennials fill a gap that spans the cusp between Millennials and Gen Z. Ranging in age from 25 to 35, most Zillennials are part of the workforce, gaining experience and beginning to consider whether franchise ownership is the right path to take.
They value authenticity and ‘personal’ recommendations, whether from friends or social media influencers. They are careful to seek out brands with values that align closely with their own. They recognize that the brands they support can have a direct impact on their circle of influence – for better or for worse.
Digital is second nature – meet them where they thrive
Make sure your franchise development website provides a seamless user experience and contains tons of valuable content. Although their Millennial older siblings may feel overwhelmed when sifting through data, Zillennials can’t seem to get enough. They enjoy doing their own research and will go through your FAQs with a fine-tooth comb to seek answers to all their questions. Tech is essential for them, so be sure to highlight how a tech-forward stance makes your franchise stand out.
Don’t forget how your site looks and functions. Be sure to optimize for small screens and keep your materials simple. Use graphics and bullet points when possible and make sure downloads and chat interfaces are easy to use.
Zillennials love poring over financial data, too. Be sure to offer sufficient stats and numbers to satisfy their thirst for information.
Remember those personal recommendations they value so much? Make sure your website has plenty of testimonials from franchisees, consumers, business/community members and influencers. Consider using video to tell your best stories and make them easily sharable.
Be personal and authentic. Be real.
It will take more than ‘personalized’ mass emails to grab the attention of Zillennials. Your franchise development recruiters will need to follow-up individually with text messages, emails and direct messages on LinkedIn or other social platforms to connect. Consider upgrading your user tracking system to an AI-enhanced version that can give you greater insight into their preferences and online behaviors. While digital is their domain, Zillennials will appreciate a real connection with current franchisees to learn about brand experiences firsthand.
Take an active social media stance. Stay current with the latest apps and utilize them to illustrate your brand through curated content. Zillennials are likely to respond well to accessing brief articles and reels on personal investment, self-growth, proactive career development and the benefits of being your own boss. They will appreciate such information being forwarded to them by people they know, and similarly they will want to share information with their own friends and family members. Remember though, today’s TikTok is tomorrow’s Facebook.
Adversity Creates Consumer Savvy
Zillennials have lived through 9/11, wars in Afghanistan and Iraq, the pandemic, political upheaval and the Great Recession. At a glance, they are able to discern genuine authenticity versus made-up brands. Be sure to present content that accurately and honestly reflects your core values, corporate priorities and philanthropic causes. Zillennials likely already know where the skeletons are in your brand’s closet; how you communicate your values, vision, franchise structure and business philosophies is essential.
With some thoughtful updates to your website and the addition of relevant and valuable content, you can begin laying the groundwork to make Zillennials as the next generation of franchise owners for your brand. Lora Kellogg, CFE, is president and CEO of Curious Jane, a full-service agency creating breakthroughs for franchise brands. With more than 21 years’ experience and a portfolio of top brands, Curious Jane helps franchises with consumer marketing, franchise development and local store marketing.
