Branded: Why Companies are Targeting the Tattoo Generation

 

 

 

You’d never know that Adam is a commodities trader. Or at least not now, as he sits at the bar, his sleeves rolled up and revealing heavily inked, well-sculpted arms.

 

“I never worried about being able to get a job just because I have tattoos,” says Adam. “I mean, even my boss has tattoos, so who cares?”

 

Allowing one’s tattoo to show can be seen as an invitation for conversation, and an opportunity to proclaim one’s identity without saying anything at all.

He has a point. Where once tattoos were the calling card of the rebel, the biker, or the merchant seaman, it is now the norm for an entire generation. To see anyone who isn’t inked is unusual.

 

What some see as body mutilation others see as a lifestyle.

 

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Where once tattoos were the calling card of the rebel, the biker, or the merchant seaman, it is now the norm for an entire generation.

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Fine art tattoos – not your strip mall tramp-stamp – can cost hundreds and even thousands of dollars, and the more detailed and extravagant, the more they act as a signifier of upward mobility and coolness, especially in the world of tech and entertainment.

 

 

Luxury brands were perhaps the first in the mainstream to embrace tattoo culture, linking high-fashion goods with the energy of artists and street culture.

As a culture, tattoos also allow people to connect with each other. They are an ice-breaker, an opportunity to talk about yourself without directly talking about yourself. They can be better than a business card.

 

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In just the past year, the tattoo industry has raked in over $1.6 billion in revenue. Over the next decade, the industry is expected to surge to an annualized rate of 7.7% in growth.

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Where once, models hid tattoos in discreet places, now, an entire market has opened up for those who have tattoos front-and-center.

In just the past year, the tattoo industry has raked in over $1.6 billion in revenue. Over the next decade, the industry is expected to surge to an annualized rate of 7.7% in growth.

 

According to a 2015 Harris Poll, Millennials just can’t stop getting inked. About 47% of 18 to 35-year olds have at least one tattoo; 37% have at least two; and 15% have five or more (in comparison, 36% of Generation X and 13% of baby boomers are inked.)

 

So, it’s no wonder that even the most corporate of brands are building branded (no pun intended) experiences around tattoo culture. These tattoo-centric events and experiences allow them to create a veil of authenticity to their brand.

 

 

Moxy Hotels, a division of Marriott, has found success with making tattoo culture a central theme of their hotels. At their Times Square location, A-List tattoo artist JonBoy has a dedicated space just off the lobby.

Earlier this year, Moxy Hotels, a division of Marriott, partnered with tattoo superstar Megan Massacre to host events at their Washington D.C., Chattanooga TN, and Atlanta properties. The artist even created special Moxy tattoos. The hotel brand also offered “masterclasses” with Massacre and later, other artists.

 

For the hospitality brand’s Times Square location, they’ve given dedicated floor space to A-List tattoo artist JonBoy, who’s work can be seen on the bods of Justin Bieber, Kendall and Kylie Jenner, and Rihanna. His parlor, glowing in purple neon, is staged like a theatre, giving lobby guests a nice view of his operating table.

 

A selection of tattoos created exclusively for an Arby’s event. Some had no problem getting a burger tattooed on their arm.

When Whole Foods made the decision to shift its 365-brand’s focus to Millennials, they too considered installing tattoo parlors. Thankfully, they realized it not only made them look desperate, it called into question whether anyone wants tattoo needles so close to their food.

 

And then there are some companies that didn’t hesitate at all: earlier this year, Arby’s and Domino’s Pizza staged events where fast-food fans could get sandwich and pizza tattoos, along with the chance of winning a prize. Wouldn’t you, for “free pizza for life”?

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