Sustainability in the Millennial and Gen Z Era
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Strategies for targeting food consumers, particularly in the younger Gen Z generation, when your marketing incorporates sustainability.
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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
- 4. its trending seemingly trustworthy and creates an experience
- 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