Understanding Millennials & How They Live
There’s been a lot of talk about Millennials in the design community. What trends do they follow? What are they buying? Are they interested in antique and heirloom pieces at all? The younger generation of up and coming buyers is often misunderstood, as is their love and affinity for antiques. We’d like to clear that up and reassure you the audience for antiques is here to stay.
Why Millennials & Antiques Are a Match
Generations of the past have often bought into the idea of being a “throw away culture,” which has led to a plethora of issues for our planet. Instead of looking for quality, buyers often sought out the latest trends moving on to whatever came next when their tastes changed. Millennials have seen the choices their older siblings and parents have made, and have decided to take a different route. Instead of following trends (which they largely don’t follow anyway), Millennials want to bring pieces with meaning into their homes.
Unique vintage, antique, or one-of-a-kind pieces are precisely what they’re looking for, not only because of the conversations they can launch, but also because of their sustainability. Younger, savvier buyers are often passionate about lowering their carbon footprint. What better way to express their personal style than with a beautiful piece of history which not only has a great story, but is also better for the environment?
This intention is what sets Millennial buyers apart from other generations. “In many ways, antiques represent the essence of intention surrounding consumer markets. This trend is driven by Millennial and Gen-Z individuals, who are looking to live and buy sustainably in every possible way,” says Kelly Maguire of Modern Antiquarian.
The Story Antiques Tell
It’s fair to say that Millennials love pieces which tell a story. Whether it was created by hand by a local artisan in a neighboring town, or curated from their great grandmother’s collection of heirlooms, or picked up along the way in their travels, Millennials are looking for things with interest and intrigue. “Instead of buying for the home at big box stores,” continues Maguire, ”I have a special budget set aside for travel. This allows me to bring home a small gem from new destinations … objects that feel like me. While I am buying on a very small scale right now, I know one day I will be able to invest in the pieces that I always turn to for inspiration!” They’re not looking to collect mere things … they’re looking for pieces which add value to their homes and their lives.
How to Meet Millennials Where They Are
So how do dealers reach their latest target market? Well … you meet them precisely where they are: online. This is a generation who has grown up with the internet close at hand. With the ability to research each piece and style, the romance of antiques has never been more compelling. Ronati gives antiques dealers the tools they need to reach an audience they had almost counted out by allowing them to upload their inventory to multiple marketplaces in just a few minutes.
The only barrier between dealers and Millennial buyers might be education, an easy barrier to cross. Your willingness to educate, while not making them feel like you’re trying to talk down to them, can empower them to become collectors rather than simply one time buyers. And that’s how you keep the love of antique and vintage pieces alive for generations to come.
