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.
