It's time to Do more to Un­Der­stanD mil­len­ni­als, get Proac­tive

Onboard Hospitality - - In Conversation With... -

Ari­ane van Man­cius, of agency NowNewNext, on why you need to pri­ori­tise the mil­len­nial mar­ket.

Seven years from now, today's mil­len­ni­als - Gen­er­a­tion Y - will be the most crit­i­cal con­sumers you have and it’s about time you be­gan un­der­stand­ing how they eat.

They are in­ter­ested in food, very in­ter­ested. It's a sig­nif­i­cant part of their lifestyle and their iden­tity and they have a keen eye, and an al­most pal­pa­bly dif­fer­ent ap­proach to baby-boomers and Gen­er­a­tion X. They are forg­ing a sort of counter-revo­lu­tion to the food revo­lu­tion fo­cused on local pro­duce, health and sus­tain­abil­ity.

So­cial ne­ces­si­ties

They want ap­peal­ing, at­trac­tive and pho­to­genic food as so­cial me­dia plays a key role in their world. Shar­ing on Face­book, In­sta­gram and Pin­ter­est has fu­elled this neo-food move­ment en­sur­ing rapid growth by cre­at­ing a move­ment that cuts across class and na­tion­al­ity and be­longs to all, high and low, rich or poor.

Re­think your pri­or­i­ties

Far too many food com­pa­nies fo­cus only on ca­pac­ity but the in­dus­try needs to think dif­fer­ently and to truly see what's hap­pen­ing in the mar­ket, what the con­sumer is look­ing for and the un­der­ly­ing drivers in­flu­enc­ing change.

If you only look at what's hap­pen­ing now, you are by def­i­ni­tion in a re­ac­tive po­si­tion and with this way of think­ing you're al­ready too late. To be ahead of the pack you need knowl­edge of and clear in­sight into the mo­ti­va­tors of Gen­er­a­tion Y and you need to act proac­tively.

Spot the con­nec­tions

I'm work­ing closely with mil­len­nial fash­ion and lifestyle spe­cial­ists Kult&Ace and we’ve dis­cov­ered some fas­ci­nat­ing cross overs be­tween what they see and my own food, bev­er­age and pack­ag­ing area. We've iden­ti­fied 10 fac­tors im­por­tant to mil­len­ni­als in­clud­ing 3D de­sign, hospi­tal­ity con­cepts, food, flavour, bev­er­age, pack­ag­ing and air­line food.

When you see trends emerge - such as the pop­u­lar­ity of pink food, salad bowls or de­mand for eco table­ware, the es­sen­tial ques­tion should be: why? Fol­lowed by: how will this de­velop? As an in­dus­try we have to see the mech­a­nisms be­hind con­sumer be­hav­iour and re­spond with strate­gic prod­uct in­no­va­tions which trans­late in­sights into con­crete prod­ucts and pack­ag­ing. In my vi­sion, prod­uct and pack­ag­ing form a sin­gle, to­tal con­cept. It’s now time to do more than sim­ply de­sign a new box around an ex­ist­ing prod­uct.

Ari­ane has part­nered with Me­lanie Bosveld and the team at Kult&Ace to de­velop new in­sights and in­no­va­tion for the mil­len­nial mar­ket

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