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)
12.
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.
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.
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
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