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 eat whenever I need to...I don’t follow the conventional breakfast, lunch, dinner setup.”

—Male, 29 VA

Over half of Millennials believe “money can buy happiness.” Fifty-three percent of 22-39-year-olds believe the more money you have, the happier you are, compared to 38% of Americans overall, according to Mintel. The research also shows Millennials are optimists: a little over half are confident in their financial futures, although nearly a third consider paying off credit card bills their greatest financial challenge. Considering the Ypulse financial tracker shows 59% of 18-34-year-olds have debt, we’re not surprised. (MediaPost)

Mickey Mouse Club is coming back for a new generation, and they know just where to find them: social media. Disney announced at Vidcon that the new rendition of the variety show will be released in snackable snippets on social media only. The show will search for future stars with little to no social followings, but big, undiscovered talents, such as choreography and songwriting. Disney is winning out with Millennials and this nostalgic hit should be right on brand; you can see it at the end of August on the Oh My Disney Facebook channel. (THR)

Summer camp costs more than ever before, and some parents are paying big bucks for their children to rough it. Sleepaway camps cost an average of $768 a week, up from $397 in 2005, for often less-than-luxe accommodations. Affluent parents who want their kids to “just be normal” are sending them to camps that can cost $20,000 for basic room and board that “smells a little mildewy,” where kids do their own laundry, clean their rooms, have roommates, and engage in typical camp activities—macaroni art, anyone? (MarketWatch)

Taco Bell has built brand love and a loyal fan following across digital. Their record-breaking giant taco head Snapchat lenswas just the beginning of their successful social marketing strategy, which involves treating each platform differently. The latest example is their YouTube series, Taco Tales, which includes 40 pieces of long-form content catered to their fans. They’ve accrued 10.5 million Facebook fans, 1.85 million Twitter followers, and 60,000 YouTube subscribers with their “wacky,” authentic brand voice in an effort to not just people-please, but to be themselves—which may be why they’re one of young adults’ favorite fast food restaurants.

(The Drum)

More evidence that Millennials still love analog books: They’re the most likely generation to use public libraries, according to a Pew Research Report. More than half of 18-35-year-olds have frequented a public library in the last twelve months, compared to 45% of Gen X, 43% of Boomers, and 36% of Silents. University libraries were specifically not counted, so being college-aged isn’t giving them any advantage, either. The finding goes hand in hand with Ypulse data that shows reading is 13-34-year-olds’ biggest hobby. 

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

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