SlideShare a Scribd company logo
Sustainability in the Millennial and
Gen Z Era
@figorout
@sssourabh
Sourabh Sharma
sourabh @ figorout . com
black ants with white rice
wok fried heap of vegetables with
diced crickets and grasshoppers
black ants with white rice
wok fried heap of vegetables with
diced crickets and grasshoppers
linger, denver
its trending
seemingly trustworthy
and creates an experience
it’s 2020
consumers don’t believe in just
consuming foods
but in experiencing them
it’s 2020
who even are these
consumers?
the biggest population demographic
Gen Z,
25.9%
Millennials,
24.5%Gen X,
15.5%
Baby
Boomers,
23.6%
Maturists,
10.5%
Mashable 2018
millennial
• 1980 – 1995
• 65 million
• 9/11
• Crises (‘00/’08)
• Reality TV
• 1995 – present
• 80 million
• Justin Bieber’s arrest
• Trump’s presidency
• Cloud Computing
Ages
Population
Formative
Experiences
demographics
Vision Critical (2019)
gen Z
millennial
• Entrepreneurial
(‘quick rich schemes’)
• Discoverability
• Optimistic
• Prefer savvy products,
influenced by bargains
• Stable Careers
• Success
• Realistic
• Prefer products that
work and are trusted
Economics
Work For
Mindset
Shopping
psychographic
Vision Critical (2019) and Marketo (2019)
gen Z
millennial
• $600 billion
• 37% in 6 months
• 51% compare prices
• Share things
• $44 million
• 53% in 6 months
• 43% compare prices
• Create things
Spending Power
Mobile Purchases
Bargains
Equation with Brands
purchasing
Vision Critical (2019)
gen Z
millennial
• Choice overload
• Floppy disks
• 2
• 12 seconds
• Phone (separation)
anxiety
• Flip phones
• 5
• 8 seconds
gen Z
Stress Cause
Never Heard Of
“Screens” Used
Attention Span
behavioral
Vision Critical (2019) and Mashable (2019)
Sustainability in the Millennial and Gen Z Era
marketing strategies
Validate claims beyond ‘premium’
Operate with transparency
Explore packaging options
Create experiences
Embrace the world of ‘influence’
validate
claims:
‘premium’ is
a given61%
54%
46%
29%
GMO Free Ancient grains
Millennials Boomers
Do you expect these in your
foods?
Modern Restaurant Management 2018
Focus on other
elements to
differentiate food
products to create
a brand story and
experience.
validate
claims:
‘premium’ is
a given
Use these as
supplements to
your food
products, but
focus on other
claims in your
brand story.
transparency
Operate and disclose
information about:
• Ingredients
• Sources
• Production
• Informative food labels
transparency
Keep things simple in
communication
E.g. what farm the foods
are from, who they
support, etc.
Elmhurst 1925:
Clear labeling of only 2
ingredients!
be specific: what is healthy?
Older generations
Low-fat and high fiber.
Younger generations
Food is natural, organic,
locally sourced or
sustainable.
E.g. list which farm your
ingredient was grown on
38%
51%
73%
80%
81%
Say fair-trade is an important attribute
Check labels for environmental impact
Willing to pay more for sustainable
brands
Want to see the story 'behind the
scenes'
Want to know how food is produced
millennials and Gen Z are hungry for specific
information
Food Industry Executive 2018
packaging:
made for ‘snacking’
Grazers habits are more common than
large meals
• 54% eat snacks as replacement meals
• 58% eat out more than once a week
Focus on convenience driven packaging
• Bite sized
• Easy to close / open
• Reseal-able
• Portable
• Recyclable
experiences
Millennials love choices and are
open to trying:
• Cultural ingredients
• Superfoods
• Vegan/vegetarian options
• Alternative natural forms of
protein, dairy, etc.
• Customizable food/menu
options
experiences: what is key when buying food?
Older generations
Taste.
Younger generation
Convenience.
55% of millennials choose convenience,
which is why we have:
• Meal kits
• Grocery delivery services
• Food trucks
• Online ordering
Food and Health Survey (2019)
End food waste - one ugly banana at a
time. Barnana Bites, made from the
20% of upcycled bananas that would’ve
gone to waste.
experiences: brand
stories beyond just
labels
Preserve: tools and utensils made with recycled yogurt cups.
experiences:
keep on top of food
trends
experiences:
keep on top of food
trends
the world of social
media and
influence
• 69% take a photo or video
before a meal!
• 1% believe in ‘traditional’
advertising
• 94% believe in word of mouth
and friends
• 33% read blogs to review
products
• Over 90% believe in influencers
millennials are influence-able
“popular kid in school” + “followers” + “marketing”
marketing
Integrate experiential
marketing with
• Websites
• Social media
• Influencers / bloggers
… beware that this can
also escalate nutrition
and food myths
marketing with
education to build
trust
Use all marketing
efforts as an
opportunity to educate
and enlighten
customers
the educational marketing of a food experience
can foster trust
Validate claims beyond ‘premium’
Operate with transparency
Explore packaging options
Create experiences
Embrace the world of ‘influence’
Sustainability in the Millennial and
Gen Z Era
@figorout
@sssourabh
Sourabh Sharma
sourabh @ figorout . com

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Sustainability in the Millennial and Gen Z Era

  • 1. Sustainability in the Millennial and Gen Z Era @figorout @sssourabh Sourabh Sharma sourabh @ figorout . com
  • 2. black ants with white rice wok fried heap of vegetables with diced crickets and grasshoppers
  • 3. black ants with white rice wok fried heap of vegetables with diced crickets and grasshoppers linger, denver
  • 5. it’s 2020 consumers don’t believe in just consuming foods but in experiencing them
  • 6. it’s 2020 who even are these consumers?
  • 7. the biggest population demographic Gen Z, 25.9% Millennials, 24.5%Gen X, 15.5% Baby Boomers, 23.6% Maturists, 10.5% Mashable 2018
  • 8. millennial • 1980 – 1995 • 65 million • 9/11 • Crises (‘00/’08) • Reality TV • 1995 – present • 80 million • Justin Bieber’s arrest • Trump’s presidency • Cloud Computing Ages Population Formative Experiences demographics Vision Critical (2019) gen Z
  • 9. millennial • Entrepreneurial (‘quick rich schemes’) • Discoverability • Optimistic • Prefer savvy products, influenced by bargains • Stable Careers • Success • Realistic • Prefer products that work and are trusted Economics Work For Mindset Shopping psychographic Vision Critical (2019) and Marketo (2019) gen Z
  • 10. millennial • $600 billion • 37% in 6 months • 51% compare prices • Share things • $44 million • 53% in 6 months • 43% compare prices • Create things Spending Power Mobile Purchases Bargains Equation with Brands purchasing Vision Critical (2019) gen Z
  • 11. millennial • Choice overload • Floppy disks • 2 • 12 seconds • Phone (separation) anxiety • Flip phones • 5 • 8 seconds gen Z Stress Cause Never Heard Of “Screens” Used Attention Span behavioral Vision Critical (2019) and Mashable (2019)
  • 13. marketing strategies Validate claims beyond ‘premium’ Operate with transparency Explore packaging options Create experiences Embrace the world of ‘influence’
  • 14. validate claims: ‘premium’ is a given61% 54% 46% 29% GMO Free Ancient grains Millennials Boomers Do you expect these in your foods? Modern Restaurant Management 2018 Focus on other elements to differentiate food products to create a brand story and experience.
  • 15. validate claims: ‘premium’ is a given Use these as supplements to your food products, but focus on other claims in your brand story.
  • 16. transparency Operate and disclose information about: • Ingredients • Sources • Production • Informative food labels
  • 17. transparency Keep things simple in communication E.g. what farm the foods are from, who they support, etc. Elmhurst 1925: Clear labeling of only 2 ingredients!
  • 18. be specific: what is healthy? Older generations Low-fat and high fiber. Younger generations Food is natural, organic, locally sourced or sustainable. E.g. list which farm your ingredient was grown on
  • 19. 38% 51% 73% 80% 81% Say fair-trade is an important attribute Check labels for environmental impact Willing to pay more for sustainable brands Want to see the story 'behind the scenes' Want to know how food is produced millennials and Gen Z are hungry for specific information Food Industry Executive 2018
  • 20. packaging: made for ‘snacking’ Grazers habits are more common than large meals • 54% eat snacks as replacement meals • 58% eat out more than once a week Focus on convenience driven packaging • Bite sized • Easy to close / open • Reseal-able • Portable • Recyclable
  • 21. experiences Millennials love choices and are open to trying: • Cultural ingredients • Superfoods • Vegan/vegetarian options • Alternative natural forms of protein, dairy, etc. • Customizable food/menu options
  • 22. experiences: what is key when buying food? Older generations Taste. Younger generation Convenience. 55% of millennials choose convenience, which is why we have: • Meal kits • Grocery delivery services • Food trucks • Online ordering Food and Health Survey (2019)
  • 23. End food waste - one ugly banana at a time. Barnana Bites, made from the 20% of upcycled bananas that would’ve gone to waste. experiences: brand stories beyond just labels Preserve: tools and utensils made with recycled yogurt cups.
  • 24. experiences: keep on top of food trends
  • 25. experiences: keep on top of food trends
  • 26. the world of social media and influence • 69% take a photo or video before a meal! • 1% believe in ‘traditional’ advertising • 94% believe in word of mouth and friends • 33% read blogs to review products • Over 90% believe in influencers
  • 27. millennials are influence-able “popular kid in school” + “followers” + “marketing”
  • 28. marketing Integrate experiential marketing with • Websites • Social media • Influencers / bloggers … beware that this can also escalate nutrition and food myths
  • 29. marketing with education to build trust Use all marketing efforts as an opportunity to educate and enlighten customers
  • 30. the educational marketing of a food experience can foster trust Validate claims beyond ‘premium’ Operate with transparency Explore packaging options Create experiences Embrace the world of ‘influence’
  • 31. Sustainability in the Millennial and Gen Z Era @figorout @sssourabh Sourabh Sharma sourabh @ figorout . com