Millennials Want Simplicity and Consistency, Watershed Data Reports

In News, Trends by Heather Brown0 Comments

This Lempert Report video breaks down research findings from the Watershed Group on what communicates authenticity in food to a millennial consumer generation.

Millennials, the video reports, are “highly engaged and always questioning” consumers. They make up their minds about brands quickly, and 100% of those surveyed report frequently buying foods that are billed as “authentic.”

Based on their research, Watershed identifies six pillars for building an authentic food brand:

  • Compassion
  • Community
  • Customization
  • Co-creation
  • Consistency
  • Conviction

According to the data, the millennial appeal of authenticity has more to do with simplicity and consistency than with a company’s size or location.


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