Resonating with The Next Generation of Shoppers
Millennials get blamed for a great many things. They’re responsible for “killing” everything from chain restaurants to straws. They have high expectations, yet these expectations don’t align with previous norms. Coming of age during a staggering recession, their commitments and preferences are much different than the boomers before them. Millennials are very much a generation who vote with their dollar. Research has shown they prefer companies that give to charity. And, while they are money-conscious, they are certainly willing to spend money on a brand that gives back, be it via charitable donations or a buy-one-give-one model. This generation expects brands to be actively engaged in giving back and has no problem earnestly avoiding brands that misstep. Brands don’t have to adjust to millennial preferences alone. They can work with grocery brokers to quickly adapt and change to inspire the next wave of shoppers to commit. While the proces...