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To tap into some of the perspec- tives of this diverse consumer group, several were interviewed about their thoughts on the game, time and financial constraints and what attracts them to a golf experience.
Matt (24), Gen Z, Regular Golfer
“I don’t have a lot of money to spend on activities but I like golf. I play with a group of my friends. I like the way that golf courses are moving toward a more relaxed environment and away from the stuffier country club style.”
Hayley (27), Millennial, Occasional Golfer “I don’t have friends that are golfers, so it is hard for me to play more golf. I think that the marketing towards people my age needs to utilize humour and trends to stay more current and relevant to my friends and me.”
Nick (38) Millennial, Golf Club Member “I have been a member at a golf club since I was a junior but now my work and young children have me playing less than I did before. I love to get out and play with my buddies, but trying to get the four of us to coordinate our work and kids’ schedules is often a nightmare. If I get the opportunity to play, I don’t mind being paired up with another group, threesome or whatever.”
Notably, Millennials have a higher student debt than previous
generations, however, Canadian Millennials are the most educated gener- ation and the group accounts for $237 billion of wealth in Canada.2 Also noteworthy, is that the collective spending of Millennials is expected to rival, if not exceed, all other demographics.3
Despite some concerns about affordability, younger golfers have tremendous future spending power and they are savvy consumers. They favour authenticity and convenience over brand loyalty. They are socially and environmentally aware and support products and services that align with their views. Therefore, it is integral to future golf operations to build a connection between Millennials and the sport of golf.
CONNECTING WITH SOCIAL MEDIA
As of 2021, the number of social media users in Canada was 32.2 million,4 with individuals aged 25 to 34 accounting for 25.7% of all users and those 35 to 44 an additional 19.2%.5 Gen Z and younger Millennials rely on social media for connection and entertainment whereas older Millennials who are in their career building or parenting years are more brand loyal. They feel more connected to the products they buy and the services they use.
Hayley (27) “I use social media every day for both work and enter- tainment. TikTok and Instagram capture my attention. I don’t follow any golf related content on social media except for trick shots on TikTok. Usually, I am looking for content that is fast paced, relatable and humorous.”
Matt (24) “I’m on Facebook once a day and Instagram once every couple of days. I like seeing content about golf equipment, product reviews and insights into the technology behind the game. I’m not really following courses, or pros because they don’t tend to post things that are relevant to me.”
Nick (38) “When I have time for social media it is either YouTube or Instagram. I use both to watch fun golf content like competitions or trick shots, round highlights and I follow PGA players and golf brands to see what is new.”
Millennials are very media aware. They value honesty, integrity and accessibility. Showing both the good side and the not so glamorous, or ’un-staged’ side, of your business shows that your social media posts are genuine and transparent. This is important to Millennials.
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Golf Business Canada