The cover story of Fast Company’s November 2014 issue introduces readers to Generation Flux, a group of people who are “defined not by their chronological age but their willingness and ability to adapt. These are the people who are defining where business and culture are moving. And, purpose is at the heart of their actions.” Fast Company Editor Robert Safian goes on to say that Flux-friendly companies, like Apple, Chipotle, Google, Pepsico and Eileen Fisher, are motivated more by the pursuit of a larger societal purpose than by money. “The more they focus on something beyond money, the more money they make,” he writes.
This article was on my mind as I recently traveled to Eufora’s International Leadership Conference in Los Angeles, where I presented the 40 best ideas of STAMP (SALON TODAY’s Annual Marketing Program) to a room full of salon owners. The morning before the presentation I ran into Gayle Fulbright, the owner of Headlines The Salon in Encinitas, California, in the lobby of the hotel. Gayle would be sharing the classroom with me later that morning, with a presentation on event marketing, so we spent some time comparing notes.
I told Gayle about Generation Flux, and she immediately shared the value of creating a salon environment attractive to Fluxers. “One of my newest hires is only 23 and already knows she wants to be bigger than the career she can build behind the chair,” Gayle said. “She told me she was attracted to our salon because of the philanthropic work we do and because we frequently expand our team’s creativity through editorial photoshoots.”
In fact, that very week, Gayle’s team was hard at work preparing for an Art is Alive event. Partnering with a local magazine that does an art issue every October, they planned an event where the team took a local artist’s imagery and recreated the art on live models through hair and makeup. Proceeds from the event helped fund Headlines participation with Hello Gorgeous (hellogorgeous.org), a non-profit organization that provides complimentary, professional makeovers and cosmetic education to women battling cancer.
“I always hire right out of cosmetology school and grow my own talent—graduates used to be attracted to us because of the advanced education we provide,” said Gayle. “But now they want to be more than talented hairdressers, they want to spread their wings and have no ceiling on their careers.”
As for me, I plan to continue poking around this concept of Generation Flux, and would love to hear your thoughts on building a salon environment that is attractive to Fluxers. Email me firstname.lastname@example.org.