Generational divide has always existed, but recent years have spotlighted the widening differences between past and present, old and young. From the clashing ideologies of millennials and baby boomers to the rise of the technologically minded Gen Z, age has become one of the biggest demographic divides in the UK.[i]
The difference in age has also been reflected in the disadvantages that younger generations, such as millennials, potentially face. With notable disparities in income, education, employment opportunities and health, dental practices need to identify these differences and find solutions tailored to the needs of each generation.
Economic disparity
For millennials, the UK’s stagnating economy has led to a lack of pay growth. This has held back young workers and limited their future prospects. Between 2007 and 2022, real median weekly pay grew by just 2%.[ii] Comparatively, the USA had a 14% increase.[iii] This is one of the reasons why millennials are less likely to afford their own house, which was much easier for older generations to do at the same age.
Compared to previous generations, the life priorities of millennials are therefore more financially focused. The two leading goals are owning a home (51% of millennials seek this) and achieving financial stability (40%).[iv] These are both challenging; millennials are earning 8% less at age 30 than members of Gen X did at the same age.[v] Furthermore, university graduates have seen a larger drop in pay than non-graduates, attributed to the higher numbers of young people choosing to acquire degrees—58% of 25-34 years have had some form of tertiary education, compared to 25% in 1997.[vi] This has oversaturated the marketplace and led to a lack of demand. For many graduates not in graduate jobs, this can lead to a sense of professional unfulfillment and mental health complications.
Oral health neglect among millennials
It is estimated that 40% of millennials are afflicted with a mental health condition.[vii] Anxiety, depression and burnout can be common manifestations of this. The high prevalence is alarming for dental practitioners as mental health impacts oral health outcomes[viii]—one-third of millennials admit to only brushing their teeth once a day.[ix] Oral hygiene is commonly neglected by millennials, who are also more likely to feel uncomfortable going to the dentist than any other generation.[x]
Besides the shift in financial priorities between the different age demographics, younger generations have a greater focus on mental health over physical—and oral—health, with 65% of 18–34-year-olds knowing more about their mental health than their dental health.[xi] However, the same study also showed that 78% changed their attitudes towards oral health upon realising the impact it can have on their overall health. This shows how they are receptive to changing their habits through education.
Tailoring the practice to younger generations
As a dental practitioner, connecting with patients from different generations can be tricky. Patients may each have differing attitudes towards or experiences of oral health. Most importantly, there may be huge divides in the oral health education that patients have. Amending this with flyers, social media posts and in-person conversations during an appointment can help bridge the gap. Emphasising the link between poor oral hygiene and fewer career opportunities can also motivate millennials to keep regular appointments.[xii]
Differing age demographics may also have their own preferences on how the practice engages with them. A practice that favours digital communication with its patients may be more appealing to the proficient technology users of the younger generations. For instance, two-way texting, online scheduling and website chatbots can make accessible and enliven the dental appointment experience for those who are disengaged from regular appointments. Transparency over treatment costs may also appeal to a financially stretched millennial, with 54% of that generation avoiding treatment due to unpredictable cost.[xiii]
Digital connection
Connect with younger generations and steer their oral health back on track with Sensei Cloud, from the practice and patient management brand of Carestream Dental. This transformative cloud-based system can improve the practice business, with the recent Patient Bridge, a Sensei product, upgrade further optimising patient engagement. It makes 24/7 online bookings, recall messages, treatment plans and consent forms all readily available for the patient. The system also identifies the critical KPIs that can enhance the patient experience, and therefore the practice. With Sensei Cloud, dental practices can better help younger demographics with their oral health.
The differences that define each generation will always endure. For dental practices, helping overcome the gap that millennials face regarding their oral health is important. By doing so, overall health and quality of life can be improved.
For more information on Sensei Cloud visit https://gosensei.co.uk/
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[i] Curtice, J. and Ratti, V. (n.d.). Age differences A new generational divide? The age gap in British political attitudes. [online] Available at: https://natcen.ac.uk/sites/default/files/2023-09/BSA%2040%20Age%20differences.pdf.
[ii] Broome, M., Corlett, A., Hale, S., Mccurdy, C. and Pacitti, C. (2023). An intergenerational audit for the UK: 2023. [online] Available at: https://www.resolutionfoundation.org/app/uploads/2023/11/An-intergenerational-audit-for-the-UK-2023.pdf.
[iii] Broome, M., Corlett, A., Hale, S., Mccurdy, C. and Pacitti, C. (2023). An intergenerational audit for the UK: 2023. [online] Available at: https://www.resolutionfoundation.org/app/uploads/2023/11/An-intergenerational-audit-for-the-UK-2023.pdf.
[iv] Statista. (n.d.). Life goals of UK millennials in 2019. [online] Available at: https://www.statista.com/statistics/1033480/life-goals-of-uk-millennials/.
[v] Broome, M., Corlett, A., Hale, S., Mccurdy, C. and Pacitti, C. (2023). An intergenerational audit for the UK: 2023. [online] Available at: https://www.resolutionfoundation.org/app/uploads/2023/11/An-intergenerational-audit-for-the-UK-2023.pdf.
[vi] Broome, M., Corlett, A., Hale, S., Mccurdy, C. and Pacitti, C. (2023). An intergenerational audit for the UK: 2023. [online] Available at: https://www.resolutionfoundation.org/app/uploads/2023/11/An-intergenerational-audit-for-the-UK-2023.pdf.
[vii] Avenaim, J. (2022). Millennials and Mental Health. [online] Mental Health Foundation. Available at: https://mentalhealthfoundation.org/millennials-and-mental-health/.
[viii] Tiwari, T., Kelly, A., Randall, C.L., Tranby, E. and Franstve-Hawley, J. (2022). Association between mental health and oral health status and care utilization. Frontiers in Oral Health, [online] 2(732882). doi:https://doi.org/10.3389/froh.2021.732882.
[ix] Olesya Grishina (2019). how millennials do – or don’t – brush their teeth. [online] Hello-products.com. Available at: https://www.hello-products.com/blogs/news/how-millennials-do-or-don-t-brush-their-teeth [Accessed 18 Oct. 2024].
[x] Olesya Grishina (2019). how millennials do – or don’t – brush their teeth. [online] Hello-products.com. Available at: https://www.hello-products.com/blogs/news/how-millennials-do-or-don-t-brush-their-teeth [Accessed 18 Oct. 2024].
[xi] Galatai Ltd (2024). GEN Z AND MILLENNIALS ADMIT THEY KNOW MORE ABOUT MENTAL HEALTH THAN DENTAL HEALTH. [online] Healthmatters.org.uk. Available at: https://www.healthmatters.org.uk/BLOG/rndblog/blog1-a.php?pid=893&cat_id=0&p=&search= [Accessed 18 Oct. 2024].
[xii] Hembree, D. (2017). Why Some Millennials Aren’t Smiling: Bad Teeth Hinder 28% In Job Search. Forbes. [online] 28 Mar. Available at: https://www.forbes.com/sites/dianahembree/2017/03/28/why-some-millennials-arent-smiling-bad-teeth-hinder-28-in-job-search/#49dca04b59c6 [Accessed 18 Oct. 2024].
[xiii] Westerhoff, Z. (2024). 5 Ways to Attract More Millennial Dental Patients. [online] Teethtalkads.com. Available at: https://www.teethtalkads.com/blog/how-to-attract-millennial-dental-patients [Accessed 18 Oct. 2024].
