Written In Collaboration For: Dente Magazine, & Carl Demadema, BOHSc

Image c/o Olivia Rodrigo

“I have a complaint. You guys have a mini fridge full of plastic water bottles in the reception area. Can you not have a filtered water system with paper cups instead?” Enter real dialogue pulled straight from the dental chair. 

I’m not a practice owner or the primary decision-maker at a dental practice, but I am hyperaware when these conversations enter the dental op. And I’m taking notes! –Steph Nightingale, RDH & Stimmie Innovator.

When it comes to connecting with Gen Z, the rules of engagement are evolving. Born between 1997 and 2012, this tech-savvy, socially conscious generation expects more from the businesses they support — and that includes their dental offices. If your practice isn’t meeting their expectations, you might be turning them off without even realizing it.

Based on observations and conversations alone, it's no surprise the Gen Z's value efficiency and convenience as a top priority. They’re looking for practices that offer seamless, online self-booking systems that allow them to schedule and manage appointments with just a few clicks. The days of back-and-forth phone calls are over — if your booking system isn’t intuitive and fast, you’ll lose them to a practice that is.

To take this one step further, enter tech: Gen Z grew up surrounded by technology, and they expect it everywhere — including in your dental practice. This generation loves a tech-forward approach. Interactive visuals, like digital imaging or 3D scans of their teeth, give them a clear understanding of their oral health and make the experience more engaging.

Lastly, sustainability is key! According to Forbes, Gen Z is emerging as the sustainability generation. This generation is deeply aware of environmental issues and wants their spending to align with their values. This means that the sample-size satin floss being thrown into their goodie bag is only marginally smaller in plastic case size, with substantially less product inside. Meaning, the plastic case heads to our landfills faster than they’ll learn to spool the slippery string around their middle fingers and put the floss to good use.

Gen Z alongside the older and younger eco-conscious population are considerably turned off by wasteful practices and low-quality, throwaway products. They’re looking for sustainable, high-quality solutions that align with their eco-conscious mindset. 

Reusable tools, like Stimmie’s innovative gum stimulator, are exactly the kind of product that resonates with this audience. “Being high quality and reusable has been a huge driving factor for our end-user. When comparing the annual waste of a single use throw-away toothpicks in North America, compared to a toothpick that can be used up to 90 days, the numbers were significant. From an estimated 55.6 billion disposable toothpicks per year down to 610 million Stimmies, annually. These are the kind of changes this generation is after.”––says Nightingale.

Highlighting your sustainable practices as a part of a practice mission could most definitely be a smart marketing play for those looking to attract new patients. Other examples can be offering eco-friendly toothbrushes, or partnering with brands that share your commitment to sustainability. Make your efforts visible and transparent.

There's no doubt when Dr. Bridget Glazarov and Dr. Ellen Katz were building their Flatiron Maison Be, they had a Gen Z consumer in mind. 

We’re seeing more dental practices marry their marketing opportunities to these sustainability values, by providing patients with branded merch, versus supplying your practice with things that humans will likely never use and either get tucked away in a drawer or head straight to the trash.

If your goal is attracting new patients and building your practice, consider keeping Gen Z top of mind. Is it possible your dental practice needs to be more than just a place for cleanings and fillings? Our best guess is if you are efficient, tech-forward and environmentally conscious, you’ll not only capture the attention of this influential generation but also position yourself as a leader in modern, dental care. Just our $0.02.

Want more expert-backed oral hygiene advice and lifestyle content? Follow us at @itsstimmie for a daily dose.

The content provided in this article is for informational purposes only and should not be considered a substitute for professional advice and in-person consultation. It is provided with the understanding that STIM MIE INC. ("Stimmie") is not engaged in the provision or rendering of dental advice or services. Although monitored and written in collaboration with licensed dental professionals, the opinions and content included in these articles are general and not patient-specific. You understand and agree that Stimmie shall not be liable for any claim, loss, or damage arising out of the use of, or reliance upon, any content or information in our written materials.

©2024 STIM MIE, INC.