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Dunkin’ is going after Gen Z and Millennials one limited-edition drop at a time.

Sep 15 2021

Dunkin’ is going after Gen Z and Millennials one limited-edition drop at a time. Since moving away from its donut-focused identity, Dunkin’ has landed successful partnerships with influencers (hi Charli D’Amelio) and introduced several lifestyle offerings with personalized and branded merch. Along the way, Dunkin’ has bolstered credibility with Gen Z and Millennials and established itself as a go-to coffee joint for young people (in 2015 and 2017, a Dunkin’ consumer was more likely to be over 55 than under 30 according to research from Nielsen, and now the coffee chain skews younger). And while Dunkin’ may have previously been “just another coffee chain,” the brand has become a fandom. YPulse’s Clicking on Community trend research found that 72% of young consumers who are part of a brand community have purchased something (clothing, products, food, etc.) because of that community, and Dunkin’s ability to tap into the cultural trends young people are leading is helping it stay relevant. (GQ)