A new audience is emerging. Food brands are taking notice.
By now, you’ve probably formed opinions on millennials as a consumer group. (As you may know, it’s one of the most researched consumer groups in history.) I won’t attempt to guess what those opinions might be, but I wonder when they were last updated?
Maybe it’s time. Because, like all of us, millennials are aging. And evolving. Their priorities are shifting. Their long-term values are being shaped. And they’re making purchase decisions for reasons that may surprise you.
Millennial dads are a case in point. Let’s stop right there. Millennial dads? When you think of millennials, do you think of them being parents? I didn’t, until recently. As a reminder, the millennial demographic is defined as people born between 1981 and 1997. That means the oldest millennials are in their mid to late 30s. So, yes, they are becoming parents. And as anyone with children will tell you, becoming a parent changes everything. That’s proving especially true with millennial dads.
One thing we’re learning about millennial dads is they are not content with being on the sidelines. They want to be actively involved with all aspects of their child’s life. That includes food shopping. And they’re not simply gathering items on a list that was handed to them. They’re doing their homework and making their own well-informed purchase decisions.
Here’s where this gets even more interesting. Research indicates millennial dads are more concerned with quality than savings. From their perspective, choosing quality over price is part of being a good father. So, they’re willing to spend more to feel good about the food they bring home for their families.
They want healthy ingredients in everything they buy. They seek out products that are organic or, at the very least, all-natural. To this group of consumers, it’s about more than grocery shopping. It’s about validating their role as an involved and caring parent. This quest for quality represents a remarkable messaging opportunity for food brands with a quality story to tell.
When Hart was tasked with telling the story behind the Certified Angus Beef® brand, we began by developing personas; one was a 30-year-old male named Michael with a passion for quality. Millennials like Michael were not the only people we were trying to reach with our message, but they certainly were part of the equation.
You can see the TV spot from the Rare Moments, Done Well campaign here. The essence of the Certified Angus Beef® brand is quality. In fact, the brand is based on the exacting standards that must be met to achieve Certified Angus Beef® brand status. The brand is about measuring quality – an ideal message for millennial dads.
More than dads from any other generation, millennial dads are going to be a force within the aisles of your local supermarket. Consider the numbers: There are more than 100 million millennials in North America. They will soon overtake boomers as the largest living generation.
Food brands can no longer be content with reaching moms. Because the latest generation of dads is now a significant part of the equation.
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