Millennial Americans, those born between 1981 and 1996, are now the consumer demographic with the greatest spending power. They are a generation that grew up surrounded by rapid technological advancement and came of age at the start of the social media era. They are more likely than previous generations to be multicultural, tech-savvy, and socially engaged. Now, their preferences are shaping how brands market to and communicate with their target audiences.
Perhaps this shift is most obvious when it comes to food. Most millennials grew up eating processed foods and were children at the height of fast food’s prominence, gleefully collecting Happy Meal toys and making friends at the adjacent indoor PlayPlace. However, as young adults, they were the recipients (and sometimes engineers) of the changing trends toward organic, local, unprocessed food. Today, the primary value that millennials prize when eating is transparency.