As we discussed in our blog about millennial food brands, millennials do more volunteer work than any other generation. They value their ability to make a difference, and they support brands that share these values. If you want your product to be successful, it’s crucial to capture this huge market. So, what causes are important to millennials? What are the millennial brand values you should be trying to convey? HSR Associates will be answering these questions and more in this week’s blog!
Millennials Want Value-Driven Products
The sales don’t lie. Millennials support brands that share their values. These brands try to be good corporate citizens – and they make sure millennials know it.
Environmentalism
Millennials are leading the global charge in going green. Protecting resources, habitats, and clean air and water are very important millennial brand values.
- Clif Bar & Co. is reducing their environmental footprint with sustainable sourcing and waste reduction. According to them, “zero waste, clean energy, green design, conservation, climate action – these ingredients go into every bar.” Their marketing creates a brand that feels both adventurous and ethical. Millennials are more outdoorsy than ever, and they want their snacks to reflect their concerns about climate change and the environment.
Animal Rights
Millennials lead other age groups in veganism and vegetarianism. They support humane, sustainable farming and the protection of endangered species.
- Organic Valley has built a brand around regenerative agriculture without the use of pesticides or fertilizers. They emphasize that their cows are raised in exceptionally humane conditions. “Our farms are pastoral, low-stress environments where animals have ample room to roam, weather-permitting.” The market for humane meat products, not to mention meat alternatives, is growing steadily.
Social Justice and Income Equality
Supporting charitable causes is great for the world, and a great PR strategy as well. Millennials are vocal about their opinions on social justice issues like poverty, education, and equal rights.
- Ben & Jerry’s has a “Values” tab on their homepage, with sections that include racial justice, democracy, fairtrade, and LGBTQ rights. Ben & Jerry’s remains one of the top 3 most popular ice cream brands in the US, in no small part due to their large and highly publicized contributions and campaigns. If you’re just starting out, contributing millions to charity probably isn’t an option. That doesn’t mean you can’t find creative ways to convey your values through marketing.
Learn More About Millennial Brand Values at HSR Associates
If want your food product to appeal to millennials, you need them to associate your brand with the values they hold dear. Want to learn how? The food marketing consultants at HSR ASSOCIATES specialize in developing new food products and bringing them to market. We provide all the services necessary, from Kitchen To Marketplace. Contact us today at steve@hsrassociates.net.
More great ideas to come from our food product development experts! Stay tuned…………..