successfully marketing to millennials marketing...millennials, those born roughly between 1982 and...
TRANSCRIPT
Successfully Marketing to Millennials
Debbie Hamrick
NC Farm Bureau Federation
NC’s Population is Growing 9.9 million in 2014
Charlanta
Brookings Institution • US annual population growth has
dropped to 0.7%—the lowest rate since since 1937;
• Immigration is the main reason the US population is growing at all.
Raleigh larger than: • Miami• Minneapolis• Cleveland• New Orleans
Charlotte larger than:• Detroit• Seattle• Denver
Boston
By 2020 the 50 smallest counties: 13% population
Rebecca Tippett Carolina Demography, UNC CH Carolina Population Center
Net 60,000 people move to NC annually; 60% our growth is migration growth migration
Lost about 100,000 acres/year
2000 2030
In 60 years we went from 2/3s of our land in farms to
less than 1/3: Just one lifetime
Pop. 3.5 million
We can’t do what we’ve always done expecting to get what we’ve always got.
Generation Y will change everything…just like the Baby Boomers did
Population Millions
Millennials (roughly 1981-2000)
Baby Boomers
1946-1994
• By 2020 50% of US retail spending• Connect to something bigger than they are• VERY educated, YEMMie (young educated millennial mothers)
• Amenity rich locations (urban areas/cities)• Income/spending surge that Boomers had?
• Lifestyle preservation • Continue to be force for 10+ years • Drove fitness craze, now food=health &
longevity• Environment, Community, Local • YEEPIEs (youthful energetic elderly people into everything)
In 1900 1 million people=271K homes; 2000 1 million people=386K homes
Until 2030 single HH will drive housing demand
How Gen Y will behave in terms of “Consumer Lifestyle” is unknown.
• …redefining the American Dream …significant trends among demographics that demonstrate the shift to live with less and live more meaningfully --John Zogby @FMI
NEW PARADIGM
40%40% Young Farmers in Metro Counties
• Farmers Markets sales >$1 billion
• All US food sales about $1.9 trillion
• Where the city meets the country
• 10x more conversations than
k t
Sales of fruit and vegetables, meat and seafood, and prepared deli foods have risen from $257bn (£206bn) in 2009 to a forecasted $315bn in 2016, according to a report from London-based market research firm Mintel.
The shift is taking place because consumers are changing so much, and fast, says John Stanton, professor of food marketing at Saint Joseph’s University in Philadelphia. And it’s not just any consumer –millennials, those born roughly between 1982 and 2004, are driving the growth. They favour fresh, minimally processed food that is easy to prepare, says Stanton.
Information and Story
Major shifts in NC for LOCAL
Restaurants with flair
CelebritiesVivian Howard
Ashley Christiansen
Andrea Reusing
Food Tourism
In 60 seconds online in 2013Fast Company
Facebook 250 Billion photographs
It’s affecting how we cook• 1/3 online cooks use their
smartphones for recipes• All Recipe, 15 billion recipes
“I want a billion dollars in the hands of the social innovators in the next five years (and I think we can do it)...” Eileen Gordon
It’s affecting how some farmers get financing
It’s affecting companies
306,890
It’s affecting how/what/where we eat
Four Square
Outside in BlogosphereYvette D’Entremont
Vani Hari
It’s affecting how we farm
MARKET DISRUPTION
Line from Amazon commercial:
“What was wildly impractical is now completely normal. And normal just begs to be messed with.” --Bezos
The discussion widens
India1.2
billion17%
China 1.3
billion 18%
