The Millennial Legacy

Emma Bio

Millennials Are Changing the Food and Beverage Industry

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Millennials, the young adults who were born between the early 1980s to the late 1990s, grew up in an age of information that’s become incessantly more global and more digital. Their tastes and preferences are markedly different from those of previous generations and they are not shy about it. They have been influencing industries in all walks of life, including the food and beverage industry.
A recent report by Ripples, the manufacturer of the Ripple Maker, an innovative printer for the beverage industry, examined the impact that Millennials have on the food and beverage industry and the trends that they set. Ripples 2020 food and beverage trends report found that Milleniials affect the way food and beverage products look, how they taste, what they contain and even how they are manufactured. Their impact on the industry, according to Ripples, is huge.
Let us also look at this generation, which is the focus of so many articles and see – are Millennials really setting the trends in the food and beverage industry?

So…. What Defines Millennials’ Preferences?

It’s nearly impossible to pinpoint any one particular feature that defines Millennials’ tastes. Admittedly, they are known for their love of certain trendy, so-called “hipster” foods like avocado toast and vegan sushi, as well as “insta-worthy” concoctions like rainbow grilled cheese and charcoal ice cream. But their preferences go far beyond the latest trends, extending to calls for both more sustainable, environmentally-conscious options and health-conscious products like plant-based dairy and meat alternatives, gluten free items, and products that are local, organic, and non-GMO.

Non-Traditional

Millennials aren’t afraid to be unconventional in their food preferences. After all, a major part of setting trend comes from being unique, non-traditional, and boundary-pushing. More than previous generations, Millennials have adapted their diets to far beyond what is considered “normal.” Ever heard of biohacking? Millennials are big on the concept, adapting their diets in unusual ways in an attempt to improve their overall health and alter the way their body functions. From intermittent fasting to juice cleanses to the ketogenic diet– it’s all part of an attempt to push the boundaries of what is possible for the human body. This concept of pushing boundaries is deeply intertwined with Millennials’ preferences. They aren’t content with the traditional food pyramid and convention of three square meals a day. They’re increasingly challenging conventional food wisdom, modifying their diets to fit their modern lifestyles, and spreading awareness online through social media and other means. For example, Millennials have championed several documentaries that have investigated the food industry. They’re not afraid to challenge the status quo.

Mixed Preferences

Millennials have spear-headed efforts to focus on locally-grown and even bruised or “ugly” produce, supporting local small businesses and local farmers’ markets rather than major chains. But it’s definitely not the case that they never do business with chains. You can find plenty of them shopping at trendy, high-end spots like Whole Foods and Trader Joe’s. And it’s definitely not the case that all of their choices are environmentally conscious or even health conscious. Take for example the millennial obsession with Starbucks, a major beverage chain which has expanded exponentially in the last decade thanks in large part to Millennials. Perhaps because Starbucks has quite adeptly responded to Millennial preferences and adapted to fit their tastes (e.g. serving almond, soy, and coconut milk as dairy alternatives and serving up trendy, insta-worthy items and seasonal favorites). From the classic soy latte to the “pink drink” and secret menu concoctions, Starbucks has been all the rage with Millennials.

Cultural Fusion

Millennials are connected globally in a way previous generations weren’t – thanks largely to the internet and social media. They’re generally more aware of global cultures and cuisines and as a result are really big on cuisine with all sorts of global influences. From matcha lattes being available at most standard coffee shops to bubble tea chains popping up all over North America to sushi and ramen spots as staples for lunch outings, the cultural crossover is huge. You can even get vegan sushi or a sushi burrito if you so desire.

Instagram-Worthy

The cultural crossover is both inspired by and perpetuated by social media. Millennials are pretty in-tune with the latest trends through social networking sites like Instagram, where food accounts are huge. If you take a look at Millennials’ Instagram accounts, you will find that many have pages comprised largely of food and beverage photos, or they might have a separate account solely dedicated to their culinary adventures. They love to find the trendiest new spots to visit through social media. They “check in” via apps like Yelp and then write reviews to let everyone know how the experience was. And food and beverage businesses have taken note. They’ve been increasingly investing in social media outreach, and put a special emphasis on creating “Insta-worthy” dishes and beverages.

Bad For Business?

It can be challenging to keep up with the ever-evolving trends and ethical concerns of this generation. Millennials’ unique and sometimes difficult-to-define preferences have been the subject of much scrutiny, perhaps because major food and beverage industry leaders have been having trouble keeping up with them, and Millennials’ preferences aren’t always good for big business. It’s a balancing act – keeping up with trends and at the same time having a firm understanding of evolving ethical concerns in order to stay competitive. There is no doubt that marketing to Millennials is a challenge.

What Does the Future Look Like?

As Millennials influence in the market continues to grow, industries will continue to adapt to their unique preferences and to an increasingly digital and global world. We can expect to see a plethora of sustainable, healthy, trendy, and niche options, which we are already seeing to a large extent as Millennials make their voices heard in the market.

Marketing to Millennials – How to do it Right

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Brands are constantly innovating in an effort to effectively target their marketing to millennials. This important demographic represents nearly a quarter of the population in America (80 million people in total). Because millennials have an annual buying power of 200 billion dollars, they are an exciting marketing prospect for many companies.

This compelling data means the companies have to look at their marketing strategies to make Generation Y a priority. They’re doing this by creating authentic tailored content, focusing on making the process of online shopping fun, and finding ways to stand out from the crowd.

Authentic, Tailored Content

Millennials spend an average of 27 hours online every week, and they’re interacting with authentic content that meets their needs. They are empowered by content-driven media in all its various forms including websites, blogs and social media. They also share what they learn – tweeting, sharing, liking, , pinning, forwarding and commenting on what they find. This curated approach then empowers their followers to make similar or related discoveries. And this is important because it comes down to trust. Millennials trust content that they feel is authentic, and they trust content that has been shared by others.

A customized approach to authentic content is a powerful way to reach Generation Y. They want to feel that brands are interested in them and are creating content with their best interests in mind, rather than being focused on the bottom line. This is moving brands towards creating educational content that doesn’t push sales, but rather seeks to inform, thereby building strong brand-consumer relationships. The focus is also on creating content that users will want to share with their followers.

Building Brand Awareness by Making the Process Fun

Gathering information online shouldn’t only be practical, but also enjoyable. For many millennials the process of researching, browsing and choosing a new purchase is more rewarding than the actual purchase. Put differently, online shopping and e-commerce are more than a means to an end; it’s a form of entertainment and an act of personal expression.
Platforms such as Pinterest enjoy huge success as they tap into this desire for a curated experience allowing users to save interests, make wish lists and browse shared collections. In order to successfully market to millennials, companies need to understand that consumers want an online experience that is fun and social.

Standing our from the Crowd

Getting your message across to millennials is getting more and more difficult, in the 1970’s consumers were exposed to around 500 ad messages per day, today its upwards of 5000. Ad blindness and social media saturation have made it so that companies are constantly looking for new ways to market to this important demographic of the population.
One of the options is to move away from the digital space, back into real life, and meet millennials where they’re at. Millennials consume 44 percent of coffee in the United States, making them the perfect target market for bev top media.

Bev top media is a new technology by Drink Ripples that allows for any image or message to be printed on a customer’s cup of coffee. The Ripples coffee printer is revolutionary because a millennial’s cup of coffee is the one place where they stop looking at their screens, even if only for a moment. But that moment is enough for a brand to leverage. Also referred to as the naked drink gap, this is an unexploited opportunity to get your message in front of your target market when they are relaxed and not being distracted by smartphones or laptops.

Marketing to millennials is a delicate balancing act; they are responsive to authenticity from brands, and a fun approach to gathering information online. But there is also the opportunity to appeal to them through new innovations such as a coffee printer which allow for access to this specific target market at a perfect time when they are not distracted by other adverts.

Increasing Cancer Risk Found in Millennials

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Obesity related cancer types are on the rise

New findings show that the risk for cancer has increased dramatically for young adults, particularly Millennials, with much of the latest researching covering those under the age of 50. The latest trends are seen as an indicator of what the future of the disease holds for this group, with previous studies showing an increase in colorectal cancer that is partially linked to the growing obesity epidemic in the United States. The study includes trends for more than 12 obesity-related cancers and serves as a template for understanding how exposure to carcinogenic factors can affect overall health.

In the time between 1995 and 2014, there were more than 14 million cases involving 30 types of cancer, with a dramatic increase in six, specifically related to obesity: multiple, myeloma, colorectal, gall bladder, uterine corpus, pancreatic, and kidney cancer. This sharp rise in these cancers in young adults aged between 25 to 49 years of age has led many to proclaim that more studies are necessary in order to better understand the correlation between body weight and other factors that pose a health risk. Being exposed to carcinogens early in life can affect developmental growth and increase cumulative mutagenic damage.

Obesity has become a huge problem for the last forty years and it has led to younger generations being more affected worldwide. Gastric non-cardia cancer and leukemia are two other types of cancer that have increased markedly in young adults a well, with breast cancer also rising among some ethnic groups while remaining stable in others. For all three subtypes of leukemia (acute myeloid leukemia, acute lymphoid leukemia, and chronic myeloid leukemia), the risk increased for those under the age of 50.

The future for the levels of these cancers affecting Millennials and other generations remains uncertain as reversing the progress of reducing mortality from cancer over the next few decades depends on studies that focus on those risk factors that can be modified in early life that are necessary for reducing exposure.

The Millennial Economy 2018: Improved Economic Situation, but Still Skeptic

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Millennials enjoy increased financial stability

Ernst & Young’s most recent survey of Millennials, conducted in June 2018, covers their statistics and views on a plethora of issues affecting their personal, local, and national lives, with dramatic changes recorded since the last survey conducted two years ago in 2016. The data solidifies the notion that Millennials are gaining traction in the journey through financial security that will determine their fate.

One of the biggest changes is the rate at which Millennials are graduating from universities, securing full-time employment, purchasing homes, and leaving the single life behind. The latest data shows Millennials feel better collectively about the economy, albeit with a fair amount of skepticism amid growing reports that another recession looms in the horizon. As the only American group to withstand three recessions so quickly in a lifetime, confidence among them remains somewhat strong despite massive student debt. Marriage is on the upswing too, although far less than previous generations. In the survey conducted two years ago in 2016, a third of Millennials asked still lived at home with their parents, with 40% of singles living at home. These stats dropped considerably in 2018 as the economy picked up, with only 16% living at home with their parents, and 24% of singles still living at home. Compared to 53% of Generation X women that had children at this age, Millennials are still behind when it comes to having kids.

The Great Recession is still fresh on the minds of Millennials as they still look to economic solace and rid themselves of the financial insecurity and uncertainty that plagued the era and impacts their drive to initiate their own business ventures. Despite being well-known for an entrepreneurial spirit, the main reason why most Millennials do not start their own businesses is because of the unpredictability in the past of the market. While nearly 60% of Millennials report the desire to start their own business, only 4% have actually done so, a smaller number than Gen Xers and Baby Boomers, and a drop from the previous survey taken in 2016. And despite being regarded as a group that is anti-establishment, most are still attracted to big businesses and almost 40% believe in corporations allowing them the growth, flexibility, and fair pay they desire. Hard work is the cornerstone of American business and Millennials have adopted this notion, with an overwhelming amount of them- at 86% – believing hard work is the backbone to success.

Why are nearly half of Millennials still insecure about the economy? Rampant student debt is the leading cost for many, and living the quintessential American dream of home and family still remains just that – a dream. Despite a somewhat healthier outlook than previous years, most are barely able to afford their expenses compared to a survey done in 2016, with 36% reporting little to no money in savings. They are just beginning to get back on their collective feet, attempting to redefine and change the political climate to garner improvement for their financial future.

Millennials and Teamwork

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The Millennial generation and team work go hand in hand, with many of them working in groups in a collaborative effort that stresses uniting rather than derision and division.

Millennials team work

Millennials look for reassurance and support from those within their demographic and are recognized as a highly social group. This concept of teamwork has been quite effective with Millennials and by most accounts, they believe a collective is far more effective for facing the challenges that lie ahead for the country.

This effective approach to teamwork has been instrumental in the strengthening of civil and political engagement in the country, with proof being President Obama’s ascension in 2008. Millennials are effective at raising awareness through social media and other avenues to effect policy change, with volunteerism seen as another way in which they have spearheaded movements within their own communities and the world at large towards an improved future.

Are Millennials Technologically Adept

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Millennials were born completely immersed in a digitized world

The shift in attitudes among Millennials compared to other American generations is substantial, contributing to a huge shift towards technology that has impacted their own group and society at large.

Generally regarded as the generation behind the speed at which technology-driven attitudes are accepted into the mainstream, Millennials have been the catalyst for change as they utilize the latest in innovative tools in the workplace and beyond. Their resilience has not only re-defined how companies do business and market their products and services to the general public, but also human interaction.

As the only group born completely immersed in a digitized world, Millennials’ attitudes towards technology are dramatically different, with most beginning to use computers by kindergarten and the vast majority using email at least once a day.

Social media has played an important component of their lives for many since they were toddlers and has only increased over time. Referred to as digital natives, their access to the internet and information has resulted in more expansive attention ranges, increased active learning, improved critical thinking skills, and more tolerance along social and political lines.

No matter which generation, the majority of people believe that the internet has personally benefited them and positively impacted society. Even baby Boomers and those from the Silent Generation generally agree that the internet has been an overall boon for the world. Recently, however, the average American has had slightly less positive views of the internet compared to only a few years ago. The most affected group under this are Gen Xers, with just under 70% positing that the internet has improved society at large. Even among the Silent Generation and Millennials, those that go online are slightly less optimistic compared to studies from only five years ago.

The fact remains that there must continue to be steps taken to stay competitive as innovation emerges. As the future leaders of the world, it rests on the shoulders of Millennials to ultimately decide how influential technology will be on their lives and the world. Although Millennials are comfortable using technology at home, in social settings, and in the workplace, other generational groups are still trying to make up the divide that currently exists between them and their younger counterparts.

Millennials Education in America by the Numbers

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The Millennials are the most educated generation to date

The value of education for Millennials cannot be underestimated, with the generation to date the most educated in American history, up nearly a quarter from the previous generation. Aside from being more educated, they are also more ethnically and racially diverse than their parents’ generation, with more people of color achieving college degrees than ever before. Nearly 50% of Millennials now have post-secondary degrees, with another 18% that have postsecondary education. As a generational group, Millennials are more educated across the board, yet there is a sizeable portion – nearly 40% – that begin college but dropout with no degree or only receive an associate’s degree. Another interesting caveat from the data is that Millennial women are more educated than their male counterparts, outpace men in their generation at a rate of 36% versus 29%, and even more dramatically when compared to their great-grandparents’ generation, when women were 6% less likely to have attained a college degree.

The data proves that Millennials possess more college degrees than other American generations, yet test scores confirm what many have been discussing for years – the math, literacy, and problem-solving skills they possess have significantly dwindled on average. These weaker skill sets and lower test scores indicate that America lags behind internationally, which will affect the competitive workforce in the future.

As the cost of education continues to soar in America, the subjects predominantly studied by Millennials has shifted as well, indicating that the technological advances of the last thirty years have made a tremendous impact on those decisions. Informational sciences, or IT, is at the forefront of that shift, a natural shift that takes into consideration how affected Millennials have been through the emergence of computers and smartphones. Architecture combines art and technology, and is also one of the more popular degrees pursued for Millennials that have a preference for art and numbers. Similarly, automotive and electronics technology are also high on the list, which can lead to more stable positions in the labor workforce. Social media has exploded as well, and fittingly, other popular majors currently are marketing and creative professions that blend writing, video, and technical skills. As the largest group of Americans now with more than 75 million, Millennials are changing the face and trajectory of America through their significantly different views from previous generations and their pursuit of higher education.

The Millennial Generation

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Millennials

As the world continues to debate the essence of what being a Millennial is, the Millennial generation, alternately known as ‘Generation Y’ or ‘Generation Net’, continues to confound those that study the demographic as they come into their own internationally.

Defined as those born between the early 80s to early 2000s, there have been many discussions and debates about the advantages of being a Millennial, and the perks associated with the group are considered to be quite substantial.

What are Millennials Known For?

Millennials are arguably the most technologically savvy of all demographic groups and are at the forefront of social media.

Embracing diversity is something that Millennials are quite well-known for. This is due in large part to them also being the most diversified group across socioeconomic platforms, from same-sex marriage to intercultural and interracial unions. As a diverse generation, they are more prone to accepting differences and embracing them instead of shying away like their predecessors have been more prone to do.

They are one of the first generations that was raised with the adage that ‘impossible is nothing’ via teachers, parents, and other adults in their lives. This no-nonsense approach has affected their overall behavior in tremendous ways, regarded as go-getters and free thinkers that are optimistic and determined to get what they want.

No matter the issue – from the environment to medical advancements, social consciousness, politics, and more, Millennials are known for stepping up and voicing their concerns to forge a new path that goes bolder than their parents’ and grandparents’ generations. The tendency to care more about those around them and the impact of their actions is a benefit that later generations will appreciate in the future.

Millennials consider themselves citizens of the world, so they are more likely to travel and feel comfortable any place around the globe. As global citizens, they care about helping the world not only in their own backyard, but across countries and time zones.

Their attitude of believing they can achieve anything is key to the entrepreneurial spirit that thrives in this group, with fewer looking towards a standard 9-to-5 job like their parents. They are more likely to work for start-ups and mid-sized companies than huge conglomerates.

Everyone seems to have an opinion one way or another about Millennials, but there is one thing that can be agreed upon – they are eager to impact their lives and the world at large.

Monopoly for Millennials: A Classic, Remixed

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Monopoly for Millennials

Millennials are the new grown kids on the block these days, and Hasbro, the company behind the classic Monopoly game launched a new version of this popular board game that speaks directly to the Millennial market, featuring special characteristics to differentiate it from its origins.

Monopoly for Millennials has been designed specifically for those born between 1981 and 2000, with slightly revised rules, a new cover, and plenty of the stereotypes that the generational group is known for.

The re-imagined box includes Mr. Monopoly himself posing for a selfie, complete with headphones over his head, a cup of coffee in his hand, and a participation medal in the other, with the tagline: ‘forget real estate, you can’t afford it anyway’. Instead of the traditional method of bankrupting your foes, this version asks that players collect experiences in lieu o property. Examples include visiting a friend and having a conversation on their couch, meeting for vegan bistro, or even a meditation sanctuary retreat. Experiences to be had by players of this version include spending time in the parent’s basement, bargain thrift shopping, and organic living at the farmers’ market. Other notable new entries include hashtags and crying emojis as the game pieces.

This is a very different version than GenX and Baby Boomer’s editions, which were all about the accumulation of wealth and real estate. Players are also nudged into finding the next best place for foodies to indulge in the latest entrees, shopping at exclusive locales, and community involvement.

The sticker price for this new revamped experience goes for just under $20, the perfect price point for Millennials to indulge in a game that has managed to survive across several generations with no signs of slowing down. And for traditionalists, the game still includes the classic ‘go to jail’ space for old time’s sake.

2016 Primary Recap – New Hampshire

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Clinton and Sanders
Clinton and Sanders

New Hampshire formally kicked off the primary season and while Donald Trump handily won the GOP primary there, Bernie Sanders ended up crushing frontwoman Hillary Clinton. It is possible that since Sanders and Trump are viewed as many to be outsiders, this could have worked in their favour, but Clinton and Sanders received more total votes, which is a sign about the bigger picture concerning the election.

In 2nd place was John Kasich, a surprise of sorts considering his mainstream appeal. On the DNC side, many didn’t think Clinton stood a chance up north, and in Iowa she merely squeaked by with a win by 1%. Clinton vowed to do better by Millennials that mainly support Sanders and are embracing socialism as a major platform. Millennials are staunchly in the Dems’ corner, and with Trump seen as a one-hit wonder, the rhetoric is what ultimately will decide fates.