Should we expect fireworks if Millennials and Boomers were to meet for a bite? Some shin scarring kicks beneath the table perhaps?
Surprisingly enough, individual personalities aside, there are a lot of things these very age divergent generations would find they have in common. Particularly about their attitudes to the food they eat and the environment they eat it in.
For a design company like us, who produces catalogues for kitchen appliance,
While there may appear much that unites these generations, it is important to note that their motivations are quite different. And the communications style required to press each of their buttons, also differs greatly.
Millennials and Boomers share a love of good food.
In a review of the trends impacting the USA's "biggest eaters" Mediapost.com reports that, together, these two demographics make up more than half of that country's population and spending power. Millennials share a love of good food with Boomers as well as a growing interest in health, culinary adventure and ethical eating. Boomers, on the other hand, are a generation of people "determined not to age, are watching and adopting Millennial behaviour - in part to stay young in both spirit and body."
For Millennials, food is rooted in self-expression, while Boomers are motivated more by staying relevant.
Both are label readers. For different reasons.
These days Boomers are a lot more interested in what they're eating. They seek functional foods that contribute to health: specifically brain, bone, skin, joints and eyes.
Millennials however, are less likely to count calories or seek specific nutrients, but are more interested in the provenance, integrity and quality of ingredients.
While Millennials are most likely to seek organic, (30% eat organic foods compared to 15% of Boomers), interest in organic among Boomers is growing, with more than half saying they buy more today than previously.
Both generations vote with their wallets.
Millennials in particular expect brands to "do good" so they in turn can feel good about theirpurchase, and themselves. According to the survey, they'll actively seek "story". We made a mental note of this observation, as we are great advocates of including engaging, rich content in our catalogue design.
A shared concern for societal welfare also bonds the two generations. And both are prepared to vote with their wallets to prompt change.
"Surprise me!"
We're sensitive to the fact that this is a US study and that their food culture and experience varies significantly from ours.
That said, this observation "Whether eating out or dining in, food is a source of entertainment and engagement for Millennials; it's the arbiter of cool." does ring true to us. The study goes on to suggest they want unexpected flavor combinations, exotic ingredients, heat and spice.They want to be surprised.
Executive Summary
The original article (see URL below) ends with a summary of the common denominators that marketers should be aware of.
The original article referred to here first appeared under the headline
Millennials Seek Story, Boomers The Fountain Of Youth
by Jennifer Maxwell-Muir, February 2, 2015
Image credit: Jen Causey, via Pinterest