The classic imagery around a high-value customer for casinos is a man in a VIP room, dropping thousands of dollars on single hands of a card game and consuming cocktails. As time passes, that situation becomes more the stuff of a James Bond movie than reality.
Data show that younger consumers in the United States are prioritizing wellness in many forms. Valuing wellness is guiding their spending choices, including their entertainment consumption. Casinos in the US would do well to take note.
While members of Generation Z (people born between 1997 and 2012) might not yet represent the majority of the target demographic of brick-and-mortar casinos in the US, it won’t be long before that is the case.
