Gen Z Weighs In - Why Paper Won't Cut It Anymore

Gen Z on her phone

At 26 years old, I’ve lived most of my adult life in a paper optional society. When I go to the grocery store, they ask me if I’d like my receipt emailed. My bank statements are only available online. Even the DMV offered a digital version of my driver’s license.

So what happens when paper is the only option? Business cards end up wedged under the seat of the car, receipts end up as confetti in the dryer, and scribbled notes end up lost forever. All of it ends up forgotten, at least until it’s time to shove it all into a garbage can.

Unfortunately, this means a lot of frustration when I need to have that slip of paper. If I do manage to keep that slip of paper, it’s because I’ve stressed about keeping it in a safe place for days, weeks, or even months, only to have it scanned and thrown away immediately following my entry. If I lose it, extra time is spent verifying a purchase in the case of a return, or standing in line trying to get a voucher reissued (if it can be reissued—it’s hard not to feel cheated when a business makes an easy to lose slip of paper the only option when digital is such a readily available option in the industry). Ultimately, I’m left with a bitter experience with the company, regardless of how well previous interactions have gone.

Counter to this, my experience with digital is one of convenience. Instead of riffling through pockets and purses trying to find that old receipt, I keyword search my email and bring up the receipt in seconds. Instead of panicking that I forgot to print my theme park ticket, I just pull it up on my phone and scan it at the gate, hassle free.

Businesses that offer paper as the only option come off as old-fashioned (in a bad way). In the age of convenience, it’s not a good look to be sticking to the traditional voucher or receipt.

So what’s keeping businesses from making the jump to digital?

1)      Old technology that hasn’t kept up with digital innovation: Maybe your system literally can’t produce a digital receipt or voucher. Many companies are still using software from the 90s, or worse, just spreadsheets to keep track of purchases and vouchers. Isn’t it time to ditch the dinosaurs?

2)      The all or nothing approach: Some businesses think that “going paperless” means all or nothing. Having a digital offering doesn’t mean abandoning paper altogether! Offer both a digital and physical option for those that like having a piece of paper in their hands. Why restrict yourself to one?

3)      If it ain’t broke, don’t fix it: Printed paper receipts and vouchers have been the standard in the industry for nearly as long as the timeshare industry has been around. If it’s worked so far, why fix it? The truth is, it’s not working for a great deal of the consumer base. While a Millennial might tolerate a piece of paper, Gen Z has little patience for it. Research by Nielsen and McKinsey indicates that brands with poor sustainability reputations are seeing declining sales.

4)      It’s a lot of work: Many businesses are kept from their digital initiatives by the scale of the project. “Going paperless” sounds like an awful lot of work. And truly, on the whole, the scale of a company-wide initiative to go paperless is a lot of work. But as my father has always said “How do you eat an elephant? One bite at a time.” Picking one avenue to start your paperless initiative is better than being paralyzed by the enormity of the project. Offering a digital option alongside paper receipts is an easy step toward that goal, and creates a tangible impact for your guests.

According to ARDA’s Owners Report, Millennials and Gen Z make up a combined majority of new buyers. We’re digital natives that demand modernization. Theme parks made the jump years ago. Concerts and plays accept e-tickets. If even the DMV has stepped up to the table and provided a driver’s license for your digital wallet, what’s stopping timeshare from keeping up? Standing still on the digital issue means getting left behind.

When will your business step up to the 21st century?