Jeff Fromm

It’s no secret that the dominance of “food culture” has shifted the way consumers perceive, research and make even the most mundane food choices. With no demographic is this clearer than millennial parents. Of the 78 million Millennials in the U.S., 31 million are now parents. This group is dominating social media with photos, articles and general musings about food in ways no other generation has.

This Generation Has Ideals and Now Children, and Both Factors Will Play in the Marketplace

With so much written about millennials, it’s difficult to see how reams of data about this generation could apply to an individual brand’s goals. Some basic guidelines can help. First, accept that not all Millennial trends will be applicable to every brand. Second, understand that millennials aren’t necessarily who you think they are. Our organization has published information about the six unique segments of this cohort. Our most recent research focuses on the fact that millennials have grown… Show more

With so much written about millennials, it’s difficult to see how reams of data about this generation could apply to an individual brand’s goals. Some basic guidelines can help. First, accept that not all Millennial trends will be applicable to every brand. Second, understand that millennials aren’t necessarily who you think they are. Our organization has published information about the six unique segments of this cohort. Our most recent research focuses on the fact that millennials have grown up, while the world erroneously views them as young and unattached. Many now have children. Show less

This new research highlights a new wave of research from Barkley that looks at the influential millennial generation. This new data focuses specifically on Millennials 25 to 34 who have become new parents. There are 10,800,000+ consumers in this segment and it’s a logical target for many major brands reviewing their consumer target plans. In fact, Millennials’ direct influence on total US consumer spending is roughly 21% of discretionary purchases. This impact varies from category to… Show more

This new research highlights a new wave of research from Barkley that looks at the influential millennial generation. This new data focuses specifically on Millennials 25 to 34 who have become new parents. There are 10,800,000+ consumers in this segment and it’s a logical target for many major brands reviewing their consumer target plans. In fact, Millennials’ direct influence on total US consumer spending is roughly 21% of discretionary purchases. This impact varies from category to category – greater in some and less in others. Further, Millennials’ indirect purchasing influence is far greater and their ability to amplify their voice is well documented. Show less

The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening.
Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original… Show more

The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool" to their advertising are due for a rude awakening.
Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials:
- Value social networking and aren't shy about sharing opinions
- Refuse to remain passive consumers--they expect to participate in product development and marketing
- Demand authenticity and transparency
- Are highly influential--swaying parents and peers
- Are not all alike--understanding key segments is invaluable
Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. Show less

To better understand Millennials as consumers, The Boston Consulting Group joined forces with Barkley and Service Management Group to survey 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the U.S. A key focus of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general.

To… Show more

To better understand Millennials as consumers, The Boston Consulting Group joined forces with Barkley and Service Management Group to survey 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the U.S. A key focus of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general.

To this end, we looked not just at age but also at household income, employment details, marital status, and the presence of children in the household. We took into account any significant differences related to gender as well as ethnicity and race. For example, we looked in particular at Hispanic Millennials because of that group’s rapid growth in terms of population size and discretionary spending.

As noted in an earlier report on the Millennial consumer, the members of this generation are entering their peak earning and spending years. Our findings put to rest one stereotype: that Millennials aren’t particularly interested in spending money. Moreover, their needs and preferences are often quite different from those of non-Millennials as well as those of one another. In this article, we explore U.S. Millennials in terms of their dining and apparel-shopping habits: two categories that rank high with this generation in terms of enjoyment, knowledge, and overall spending. Show less

To better understand this generation, The Boston Consulting Group, along with Service Management Group and Barkley, surveyed 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the United States. A key goal of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general. We extended the… Show more

To better understand this generation, The Boston Consulting Group, along with Service Management Group and Barkley, surveyed 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the United States. A key goal of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general. We extended the broadly accepted definition of “Millennial” a few years beyond the upper end of the age range in order to capture the pivotal years during which Millennials transition to the next stage of life. This allowed us to gain greater insights into which of their attitudes and behaviors might change later in life and how.

The first of several reports, this overview of Millennial consumers explores who they are today and what they think of themselves and the world around them. We’ll also examine the six different segments of U.S. Millennials that our research revealed. In our second report, we delve deeper into the industry sectors and categories that the survey addressed, such as how the members of this generation shop for apparel and groceries, where they eat out, how they travel, and their favorite brands relative to non-Millennials.

Show less

To better understand this generation, The Boston Consulting Group, along with Service Management Group and Barkley, surveyed 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the United States. A key goal of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general. We extended the… Show more

To better understand this generation, The Boston Consulting Group, along with Service Management Group and Barkley, surveyed 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74) in the United States. A key goal of this research was to identify how behaviors and attitudes differ between the two groups and determine which of those differences are truly generational characteristics of Millennials—and not merely qualities associated with youth in general. We extended the broadly accepted definition of “Millennial” a few years beyond the upper end of the age range in order to capture the pivotal years during which Millennials transition to the next stage of life. This allowed us to gain greater insights into which of their attitudes and behaviors might change later in life and how.

The first of several reports, this overview of Millennial consumers explores who they are today and what they think of themselves and the world around them. We’ll also examine the six different segments of U.S. Millennials that our research revealed. In our second report, we delve deeper into the industry sectors and categories that the survey addressed, such as how the members of this generation shop for apparel and groceries, where they eat out, how they travel, and their favorite brands relative to non-Millennials.

Show less

If you’re wondering what is up with Millennials, you’re in the right place. MillennialMarketing.com’s team of three contributors provides insight and commentary on the latest Millennial trends.

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