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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