Marketing to Millennials

Vox Pop: The truth about Millennials, revealed by Millennials

By Adi Menayang & Mary Ellen Shoup

- Last updated on GMT

Serial snackers, addicted to new products and ‘emotionally connected’ to coffee? Marketers are obsessed with Millennials—generally defined as adults between the age of 18 to 34—so we thought it would be fun to head into the streets of Chicago and find out what real-life Millennials think about food.

An analysis by the Pew Research Center on data​ by the U.S. Census Bureau published in April 2016 announced that this year, Millennials overtook Baby Boomers as America’s largest generation.

“Millennials, whom we define as those ages 18-34 in 2015, now number 75.4 million, surpassing the 74.9 million Baby Boomers (ages 51-69). And Generation X (ages 35-50 in 2015) is projected to pass the Boomers in population by 2028,” ​Pew’s Richard Fry wrote.

This means members of the cohort can be lucrative customers for many food and beverage companies, and market analysts have studied trends to better understand them and meet their demands.

Pulling random sentences from various reports, one can infer that Millennials are keen to try new products​, prefer snacking over eating meals​, and have an “emotional connection” to coffee​.

Of course, most of the tidbits in these market reports on Millennials are painted in broad strokes, but nonetheless helpful for marketers. As shown in the video above, however, the Millennials are a diverse group of people, and their preferences can vary as much as comparisons across age groups.

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