RKease Customer Segments: Millennials (Ages 28-34)

Rashidi Kabamba
May 20
4 min read

"In customer experience, the little things are the big things, pay attention to every detail." - Shep Kyen

"Customer validation, getting data insights, feeling so good, thinking so bright." - RKease Company

Peter Drucker a business management guru, once stated that the "purpose of a business is to create a customer." Now in order to have valuable insights to create this customer, you need to go through a process called the Lean-Start up Methodology. The Lean-Start up methodology was created by a man named Eric Ries, who is a software engineer, entrepreneur, blogger, and creator of the methodology. Basically, within the Lean-Start up methodology, you have to build, measure, receive feedback, then implement that feedback in a feedback loop so that you continue to get better every time you create more products and services as a founder. Now that's a whole blog on its own in terms of describing the methodology and how it works, but it's a great methodology to adopt as an artist-entrepreneur.

Even though the lean-start up methodology is predominately for technology entrepreneurs, any entrepreneur can learn from it in order to build revenue streams to build their brand and business. In order for me to learn who my target audience is, I went through a distributor by the name of Kamapro Music who partners with the Orchard Music a distribution service in New York to find the data that's necessary to build my fan base. Also, I have more insights on Spotify as well. Through searching their data, it gave me insights on who my target audience is and what age range I should be targeting to create more products and services for. Let's see that data, and understand more market research about this demographic of people.

Now when you look at my data insights from Spotify, Kamapro, and the Orchard, you see that approximately 70% of my fan base are coming from the ages 28-34. Therefore, as an artist-entrepreneur it's important to make products and services that are curated for this demographic. Now financially according to Statistics Canada , when you look at the dataset, you find out that the median salary, despite it going from the ages 25-34, while my stats are from ages 28-34 is about $45,000 dollars in 2023. This is pre-tax dollars, and when you have post-tax dollars you have about $35,000 post-tax dollars. Their spending habits are varied, and by researching on ChatGPT, I was able to define what spending habits are and research what they are for my target demographic. By definition, spending habits, "refer to the patterns and behaviours that individuals or groups consistently follow when it comes to using their money. These habits shape how, when, and why people spend, save, or invest their income." Now digging deeper into the spending habits, they have various, here's some insight from ChatGPT on their spending habits.

"Spending habits of people aged 25–34, often referred to as older Gen Z and younger Millennials, are shaped by a mix of financial pressures, digital habits, and lifestyle values. Here's a breakdown of their common spending behaviour

✅ Key Spending Habits of Ages 25–34:

1. Experience Over Ownership

Prioritize experiences like travel, concerts, and dining out over buying material things.
Spending on wellness, fitness classes, and events is often more appealing than buying luxury items.

2. Tech-Savvy Shopping

Prefer online shopping and mobile apps.
Use price comparison tools, digital coupons, and cashback rewards.
Comfortable using services like Buy Now, Pay Later (BNPL) (e.g., Afterpay, Klarna).

3. Subscription Services

High spending on recurring services like:
- Streaming platforms (Netflix, Spotify, etc.)
- Meal kits (HelloFresh, etc.)
- Gym/fitness subscriptions
- Software or productivity apps

4. High Housing Costs

A large portion of income goes to rent or mortgage.
Many live in urban areas with high living costs, delaying homeownership.

5. Debt & Student Loans

Many carry student loan debt, affecting how much they can save or invest.
Credit card usage is common, but there's growing awareness of credit scores and debt management.

6. Values-Driven Spending

More likely to support sustainable, ethical, or minority-owned brands.
Willing to pay extra for products that align with personal values (e.g., eco-friendly, cruelty-free).

7. Limited Savings & Investing

Some struggle with consistent saving due to high living expenses.
However, interest in investing (stocks, crypto, ETFs) is growing—especially through easy-to-use apps like Robinhood or Acorns.

8. Flexible Work & Gig Economy Impact

Many in this age group work freelance, gig jobs, or remote jobs, which can lead to variable income.
May not have access to traditional benefits like retirement plans, prompting a DIY approach to finances.

💡 Takeaway:

This age group is navigating early adulthood—a time of building careers, managing debt, and establishing financial independence. Their spending habits reflect a blend of tech convenience, lifestyle values, and the reality of economic challenges like inflation, housing costs, and debt."

My brand is composed of the values of rest, kindness, and ease, therefore it fits the mold of the spending habits of the demographics of ages 25-34, since they are value driven, conscious, digital, tech savvy, and value experiences over ownership. Therefore as this age group ages, I can be able to capture its attention with my brand since it has values, great music, and an overall great experience interacting with my brand.

By conducting a personal experiment, I was able to create a feedback form and through that validate that my target audience and majority of the people filling out my form are in my age demographic. Therefore, as a result it makes sense as to why this is my target audience and how I should keep looking to build products and services around this demographic of people. All in all, thanks for reading my blog, and I hope your day is full of rest, kindness, and ease, peace! :)