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

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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