Meat Must Be Marketed Differently To Every Generation
Just as each generation has its own music, movies and worldview shaped by the times, each generation also has its own attitudes about food. They must be marketed to using different methods, according to author Neil Howe, speaking at the Annual Meat Conference.
Howe advocates marketing meat according to each generation’s attitudes toward food. More specifically:
The Silent Generation: Those currently between 66 and 83 years old, who witnessed an explosion in processed food production. But this was also a generation of fine diners with a cosmopolitan palate. This group likes to cook, with social eating also being important.
Baby Boomers: Ages 48 to 65, boomers believe in individualism and have a strong values orientation. To sell to this audience, businesses should appeal to their causes and their values and sell them on experience.
Generation X: Ages 27 to 47, this group is interested in convenience, efficiency, and cost. Casual restaurants and multicultural urban palates are in with this group and business should appeal to their need and keep it real.
Millenials: Ages 26 and younger. This generation is family- and team-oriented and wants a balanced life. This group embraces technology and uses it to stay connected to others. Relevant food themes include obesity, fitness and a global palate. They provide a market for products based on a balanced, healthy, lifestyle.