Why We Can Finally Understand What Millennials Want
The largest generation of consumers is also the most complicated. More diverse than previous generations,1 they also span an age range defined by perpetual change; while some millennials are students who still depend on their parents, others are accomplished professionals already raising children of their own.
Marketing to millennials means marketing to a generation of individuals; yet, until now, marketers in the food and beverage (F&B) and restaurant industries have been forced to make do with a surface-level understanding of this dominant age group. The word “millennial” itself is ubiquitous—you can’t open an industry newsletter without seeing it splashed across several headlines—but, as long as researchers treat millennials as a monolith, we fail to gain insights specific enough to be truly actionable.
That’s all about to change.
Enter GenerationWhy, an unprecedented consumer research study that dives deeper into millennials’ attitudes and behaviors than any other resource available. GenerationWhy is a custom study commissioned by the Corn Refiners Association. Respondents for the quantitative survey phase of the study were provided by Ipsos. Millennial participants in the qualitative phase were sourced through BuzzFeed.