The Millennial Meal Plan

Today's post comes from Ypulse team member Gwen Radsch.

The Millennial Meal Plan

Food ArticleAs the US Census has frequently reported, the Millennial generation is extremely diverse. With this diversity comes an exposure to many different cultures, including traditional, and not-so-traditional, cuisine. International is becoming local and the flavors of every country have never been so easy to find as they are today. For example, in our Lifeline Report on Food and Beverage habits among Millennials conducted earlier this year, we found that 33% consume rice, almond, or soy milk at least occasionally. These types of milks were pretty rare not too long ago, but now a full third of Millennials consider them a standard part of their diet.

Millennials are approaching food and meals in a very different way; it is less about just grabbing a bite and more about creating a memory. A quick look at Instagram, Pinterest, or the many Tumblrs devoted to food will show you that this generation doesn’t just expect a meal at the dinner table, but rather to have an influential experience. Fully 1 in 5 (21%) Millennials report that they have attended a food festival which shows how food has evolved into more than just calories, but instead evokes a communal experience that was once reserved for music and Star Trek.

Recently, much has been made of the fact that Millennials are less brand loyal than Boomers when it comes to food purchases. It is possible that the economy is impacting whether this generation is willing to pay extra for a brand name, but given that they are in a highly experimental time in their lives, many of them cooking for themselves for the first time, it is more likely they haven’t figured out which aisle in the supermarket fits them best. The critical question, however, is do they even…

 
 

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The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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