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Are millennials a good target in the non traditional hair colour segment? Comparing gen X and Y
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Resumo(s)
This research examines if there are significant differences on the motivation to interact
with brands through social media between Generation X and Millennials (also called
Generation Y). Furthermore, this study intends to examine if there is a relevant difference in
their preference for non-traditional hair colour among these two generational cohorts. Results
indicated that Generation Y members consider their relationship with brands as more equal than
Generation X. They believe they have the capacity to help a brand succeed or fail especially
with their engagement online. Moreover, they are more likely to be active on the Web, and they
consider their offline and online worlds as intertwined. Finally, Gen Y is more motivated to
consider using non-traditional hair colour than the older cohort. This study fills the gap in the
literature by addressing how marketing professionals of the beauty market should market nontraditional
hair colour, especially online, based on customers’ generational cohort.
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Consumer behaviour Non-traditional hair colour Brand engagement Generational cohort