Understanding Millennials for Better Connections: Part 2

Our latest piece of consumer research, Understanding Millennials for Better Connections, is a study that will help your brand better communicate and interact with Millennials (people aged 22-30). We looked at their needs, the emerging themes in their lives, product choices, and behavioural patterns. The research showed that Millennials are collecting and talking about food and drink experiences the same way previous generations talked about travel, a great fashion purchase, or a new album. Food at festivals is being talked about almost as much as the music. We've taken inspiration from this and suggested that to better connect with Millennials food and drink brands need to 'get festival ready'. We've identified 10 rules to help you get festival ready, in previous weeks we covered rules 1-3, below, rules 4-6 are discussed.

Rule #4: Be a Fajita
Millennials love getting together.
They talk about "living for the weekend" because that's the time they have their important shared experiences with the people who matter most to them. Whether it's nights in with the girls, a night out with the lads, football games, poker nights, birthdays or reunions, these occasions are all central to the life of a Millennial. Food is more often than not a central part of these shared experiences. Give them easy and tasty food and drink experiences, something they can sit around and share with some good conversation and laughs.

Rule #5: Be Beautiful
Help Millennials tell their stories – they like their lives to look like a glossy mag.
Millennials are engulfed by a massive visual culture. From the selfie craze, constant Facebook updates, Snapchat, to the sepia-toned Instagram shots infiltrating Twitter feeds. Millennials want to capture and share both their significant and insignificant food and drink moments. Food is used to add to their "storyful" living in the same way that they might share pictures of new clothing purchases, new friends, or a festival they're at. Food is fashion which is there to be mused over, to titillate, to be glamorised and Millennials are lapping it up.

Rule #6: Be Revealing
Millennials are becoming more interested in understanding what exactly they're eating and drinking.
They're beginning to pay more attention to product sourcing and product manufacture. They're keen to make more informed choices and get behind the scenes a little. They are looking for the workings of the food industry to be little bit more demystified. As MiIllennials start asking more questions, they're putting more emphasis on brands which appear to be more open and act with greater transparency. Brands that are willing to share what they know to help their customers make smarter decisions will reap the benefits.

The Full Report is available to download here.
The Infographic is available in PDF form here.

If you have any questions, please email info@bordbia.ie for more information.

Source: BordBia - Understanding Millennials for Better Connections: Part 2