4 Millennial Food Pioneers: Insight from Millennial 20/20

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

These Millennial culinary innovators could change how their generation eats, are sparking major trends, and shaping the future of food…

This month, we’re sharing insights we learned while on the first two days of March, which we spent hanging with the movers and shakers of the youth marketing scene at the Millennial 20/20 conference in New York. We heard players across industries talking about how Millennials are changing the way that we all do business—including some Millennial pioneers of the food industry, who are using their unique personal histories and perspectives to innovate, disrupt and redesign what we eat and how it’s made.

As we stated a year ago in our coverage of the Food+Tech Connect event: “the Millennial vision of the food industry can be best described as a total rejection of the consumer packaged goods industry as we currently know it.” At Millennial 20/20, we caught up with a few of the food industry innovators that we met last year, and discovered some exciting new players radically reshaping what we eat. Riding a wave of Millennial consumer demand, these companies are rising to the challenge, creating healthy and sustainable food options. Here’s what we heard from Impossible Foods, Imperfect Produce, Exo, and Back to the Roots at the NYC Millennial 20/20 summit:

The Name Says It All: Impossible Foods

Chief Strategy Officer Nick Halla has been with Impossible Foods from the outset, and told the brands’ story to a packed audience at the conference. The company began over five years ago, when Stanford University medical researcher Dr. Pat Brown took a sabbatical to contemplate how he could have the greatest impact on the world for the remainder of his career. He formed Impossible Foods to answer the question: “how do we feed the world today, given the scaling…

 
 

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The Newsfeed

Quote of the Day: “I like following Jeffree Star on social media because he creates high-quality makeup while also being entertaining.”

—Female, 21, FL

Millennials are more likely to talk politics at work than their parents. A new study from Peakon has revealed that despite the highly-tense political climate, most Americans are actually comfortable discussing politics at work. Millennials are the most comfortable, with 68% stating they feel “no discomfort” talking about the topic, compared to 62% of 55-64-year-olds. According to Peakon, the internet has encouraged Millennials to “shar[e] their opinions everywhere—on Twitter, Facebook, Instagram, blogs, etc.,” and their desire for a “more transparent” workplace is also likely driving the trend. (Elite Daily

Honest Company is taking their diapers to the Major Leagues. In a partnership with MLB, the company is launching a “Born a Fan” collection in Target that will offer personal care products, household cleaners, and diapers with logos from six teams: the Red Sox, Yankees, Cubs, Giants, Cardinals, and Dodgers. The brand hopes to tap into “hardcore” baseball fans with the venture, but according to one expert, it may end up being more of a novelty: “It[’ll be] fun to do once in a while. But ultimately parents know diaper performance, and they buy the best.” (Adweek

Aspiring musicians have found a home—and a lot of money—on emerging live streaming spaces. Not only do live stream apps, like YouNow and Live.ly, give up-and-coming music acts the chance to build up large fan bases, but the addition of virtual tip jars has become a lucrative channel of revenue for some, even eliminating the need to do IRL performances or sell recordings. Brent Morgan, a 29-year-old musician, is finding his way into the industry by broadcasting twice a day on YouNow, where he’s making between $15,000-$20,000 a month. (The Wall Street Journal

Asian-Pacific kids would choose internet over TV if they had to pick. TotallyAwesome’s APAC Kids Market Insights report found that 77% of six-14-year-olds in the Asia-Pacific region would prefer to use the internet exclusively versus just TV—an 11% increase from the year before. In five out of the seven countries surveyed, children are more likely to have access to smartphones than TV, but both TV and smartphones are the most popular devices used daily, with 60% using them multiple times a day, versus 44% who use tablets daily. (Kidscreen

Virtual reality is getting a “first-of-its-kind” animated family series. Raising a Rukus, created by Virtual Reality Company, follows the story “of two siblings and their mischievous pet dog Ruckus, who are traveling to different worlds and have magical adventures together.” VRC describes the experience as “watching a Pixar short—except that you are immersed in it.” The series will be available through headsets and in theaters, first in Canada and then North America later this summer. (Variety

Quote of the Day: “My favorite brand to follow on social media is Urban Outfitters because not only do they post about items I am interested in, but I also get inspired by the artistic photos that they post.”—Female, 16, CA

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