The first of my three part series on marketing food to Millennials – hope you enjoy the read!
Everyone in the food and agriculture sectors keeps hearing about Millennials, generally defined as people aged 18 – 35 and now the largest consumer segment. Unfortunately, many of the senior management in these industries aren’t Millennials themselves.
They don’t really understand them. And sometimes they may even resent them for “upsetting the apple cart” and demanding changes to established food and agricultural brands and practices.
Not surprisingly then, many of the strategic plans made by these senior leaders aren’t as successful as they would have hoped. Some major food brands try to sidestep this issue by buying and retaining small young brands that do “get” Millennials.