Is it leather? Writes on LinkedIn: Never before have generational segments of the population been so different in how they act, what they believe, how they learn, and what they stand for. Older generations, like Baby Boomers, are more likely to understand the value of real leather. They’ve lived through the rise of “polyester” in the 70s and 80s and aren’t afraid to look back and laugh at old photos of “Leisure Suits” and “Rayon” Disco fashions. They’ve been around long enough to know that polyester is not a fashion statement and that there is true value in genuine, durable materials.

But future always lies in the next generations – and for leather, it’s critical that we understand Millennials (born 1980-1994) and Gen Z (born 1996-2010):

• The good news is, these generations prioritize sustainability, transparency, and craftsmanship in their purchases – which all align with real leather.
• The bad news is, many have been misled into believing synthetic alternatives (like “vegan leather”) are more sustainable.

So our mission is to educate these generations on critical factors such as sustainability and value, that aligns real leather with their values much better than plastic alternatives. These generations respond very well to storytelling, digital engagement, and ethical sourcing.

Key Strategies to Win Over Young Consumers:

1. Create a Digital-First Brand Presence. Gone are the days of newspapers, magazines, and broadcast television with these generations. We need to shift our communication to match how they consume information.

a) Leverage Instagram, TikTok, and LinkedIn to share short-form educational videos.
b) Work with social media influencers in fashion, sustainability, and craftsmanship.

2. Tell the story of sustainability, transparency, AND disinformation. Everything for these generations must be short soundbites that are verifiable by “Googling it” as they are quick to verify information in real time.
a) Show how leather is a by-product that reduces waste.
b) Highlight the sustainability and durability of real leather vs. plastics
c) Make leather “cool” again

These new generations truly control the future of the real leather industry. We need to modernize how we communicate by respecting the ways they consume information. Activists know these generations very well and are actively manipulating them via social media away from leather. If we don’t effectively engage with these generations NOW, we will lose the opportunity to earn their loyalty and understanding – and our market will continue to disappear.