Do you shop for groceries online? Are you a Millennial?

My neighborhood used to have a 24/7 Korean deli on every corner.  Most of them are gone now.

My local supermarket, formally a Food Emporium, is now a Morton-Williams store.  They have remade the store entirely and in the process have narrowed the aisles so much that one cart barely makes it through, never mind two.  And even with just a basket, I find it uncomfortable and claustrophobic to shop there.  So I surmised that people probably aren't actually shopping there.

Therefore I was less surprised then I might have been when I saw that a new study from Clavis Insight found that 90% of Millennials shop for groceries online.  The figure drops to 84% for Gen Xers; still high enough to take note.  (Berk, 2017)

In fact, it brings a whole new meaning to the familiar phrase - "Who Moved My Cheese?"  Time for grocery stores to beef up their online/mobile game. 

Berk, B. (2017, February 17)  Study: A majority of millennials shop online for groceries.  chainstoreage.com.  Retrieved February 23, 2017, from

http://www.chainstoreage.com/article/study-majority-millennials-shop-online-groceries

What TV shows do you like? It depends what type of Gen Y you are.

A new study from Horizon Media and Fizziology has identified four different segments within the Gen Y demographic and has identified tv media habits for each.

The largest group, at 32%, is the “Confident Connecteds.”   They are knowledgeable, sociable and hardworking.  They like to watch Dateline, Ellen, American Idol and CSI.

Next we have the Indie Dreamers (25%) who are ambitious, creative and individualistic.  They like to watch Glee and Big Bang Theory.

The “Creatures of Comfort” (also 25%) want the simple life, are unmotivated, and easygoing.  They watch Vampire Diaries and Downton Abbey.

That leaves the “Youthful Pursuits,” (18%) who are image-seekers, live for now and embrace youth.  They like Pretty Little Liars, and Vampire Diaries too.

So what about you?  Do you fit into one of these four segments?  Do you watch the same tv shows the others do?

Friedman, W.  (2013, July 8)  Millennial Groups Favor Specific TV Shows.  mediapost.com.  Retrieved July 10, 2013, from  http://www.mediapost.com/publications/article/204015/millennial-groups-favor-specific-tv.html?edition=61991#axzz2YeOzhXba

Will a 2-D character named Wit Oddoski convince you to try grass-flavored Vodka?

We already know that Gen Y craves variety in their alcoholic beverages and that companies are responding by creating all sorts of interesting flavored options.  Here’s a blog from last May about MillerCoors introduction of Coco Breve for Gen Y women.

http://pjlehrer.blogspot.com/2012/05/millercoors-takes-another-shot-at-gen-y.html#comment-form

But as someone who has been struggling with allergies for several weeks now I can’t help wonder if Pernod Richard missed their mark with this one.  In addition to the fresh cut grass flavor, the line includes apple pie, salty caramel popcorn, wasabi and electricity.  No, I don’t know what electricity tastes like.  But according to the company it tickles the taste buds.

The campaign for the new line called Oddka, which features a 2-D character named Wit Oddoski is scheduled to run on Facebook and Twitter and includes an iTune app that has something to do with growing a virtual mustache. (Schultz, 2012)

So what do you think?  Will you try it? 

Schultz, E. (2012, October 24)  Pernod’s New Vodka Brand Includes ‘Fresh Cut Grass’ Spirits Industry Pushing Flavor Boundaries All the Way to Front Lawn.  adage.com.  Retrieved October 25, 2012, from

http://adage.com/article/adages/pernod-s-vodka-brand-includes-fresh-cut-grass/237942/

Will launching Cherry Noir vodka using Pinterest and Instagram be successful?

Last week an article ran in mediapost.com discussing the fact that 61% of advertising and marketing execs are not interested in using Pinterest. (Loechner, 2012)  That doesn’t surprise me at all.  Taking risks on new media is scary, particularly when marketers are still struggling to find the formula for success on Facebook.

So kudos to Grey Goose for giving it a shot.  Based on its name -- Cherry Noir --  I would guess that the new brand is targeted to experimental Gen Y’s.  So, the use of Pinterest and Instagram seems appropriate from a media perspective.   

The heart of the campaign is the weekly release of a two-minute imagery heavy “Hotel Noir” video.  Instagram photographers were commissioned to release photos inspired by the video theme, and it appears that the accompanying Pinterest board will also be populated by professionals.  But, users are being encouraged to participate as well.  (Lukovitz, 2012)

That makes this a very trendy launch.  But will it be successful? 

 

Loechner, J. (2012, August 31)  Pinterest Interest.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/181596/pinterest-interest.html

Lukovitz, K. (2012, September 6) Grey Goose Employs Instagram, Pinterest For Launch.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/182483/grey-goose-employs-instagram-pinterest-for-launch.html

Will Gen Y buy Coconut-Curry Chicken soup for $2.99?

Campbell’s Soup has announced plans to introduce a new line called “Go Soup” aimed at Gen Y foodies, who have a taste for culinary adventure and variety.  Interestingly, many of the announced varieties such as Chorizo and Pulled Chicken with Black Beans seem to have an ethnic skew perhaps reflecting the fact that the U.S. is well on its way to becoming a majority non-white country. (Forbes, 2012)

The new line also taps into the target’s desire for convenience, with fuchsia and white pouches replacing old style cans.  But at least one consultant fears that the $2.99 selling point, approximately three times that of condensed soups, may scare off under and un-employed prospects.  (Welch, 2012)

What do you think?  Is $2.99 too much for a home cooked meal?

Forbes, T. (2012, July 25).  Campbell Looking To Bowl Over Millennials.  mediapost.com.  Retrieved July 25, 2012, from

http://www.mediapost.com/publications/article/179517/campbell-looking-to-bowl-over-millennials.html?edition=49388

Welch, D. (2012, July 24)  Campbell Chases Millennials With Lentils Madras Curry: Retail.  Bloomberg.com.  Retrieved July 25, 2012, from

http://www.bloomberg.com/news/2012-07-24/campbell-chases-millennials-with-lentils-madras-curry-retail.html

MillerCoors takes another shot at Gen Y women, will this approach work?

In March MillerCoors announced that they were rebranding MGD64, their low cal beer for woman.  The renamed product – Miller 64, is now being marketed to both sexes using a lifestyle approach.

http://pjlehrer.blogspot.com/search?updated-max=2012-04-05T09:52:00-04:00&max-results=7

Now comes word that in June they will try a different tactic, this time focusing on flavored products.  Specifically they are introducing Coco Breve, a coconut water-infused clear malt beverage that comes in flavors like Kiwi Lime and Mango Citrus.

There’s no doubt that coconut water is the latest beverage fad.  But perhaps more important is the fact that their research shows that Gen Y ladies seek variety in their beverages unlike previous generations who tended to be more loyal. (Schultz, 2012)

So what do you think?  Does Gen Y crave variety?  Will Coco Breve appeal to them?  Does it appeal to you?  Personally I prefer Guinness. 

Schultz, EJ. (2012, May 21)  MillerCoors Aims For Mercurial Millennials With New Fruity Brands.  adage.com. Retrieved May 23, 2012, from

http://adage.com/article/news/millercoors-aims-millennials-fruity-brands/234865/

Segmenting Gen Y- do you know this Millennial?

One of the first steps in identifying a target is to establish age range.  But there are still many different types of people within each generation.  A recent study by Boston Consulting Group has identified six distinct groups within Gen Y.  They are:

1. Hip-ennials (29%): cautious consumers, hungry for information, students and homemakers, predominately female.

2. Millennial Moms (22%): older, most affluent, online intensive, committed to working out, traveling, and pampering their children.

3. Anti-Millennials (16%): conservative, won’t spend more for green products, and are too busy worrying about themselves to care about anyone else.

4. Gadget Gurus (13%): affluent, single, wired, and mostly male.

5. Clean and Mean Millennials (10%): cause-driven, green, younger, most likely to contribute content, more likely to be male or Hispanic.

6. Old School Millennials (10%): less tech involved, read the most, older, confident, optimistic, would rather meet friends for coffee than on Facebook.

(Mahoney, 2012)

What surprises you most about these findings?  Is it how few Gen Yers are actually green?  Or the fact that any of them like to read?


Mahoney, S. (2121, April 16) Gen Y Dissected: Six Types Of Millennials.  mediapost.com  Retrieved April 19, 2012, from

http://www.mediapost.com/publications/article/172435/gen-y-dissected-six-types-of-millennials.html

What do you use the internet for? How old are you?

First we discovered that device preferences vary by age.  (See “What’s Your Favorite Gadget?” posted 8/4/11.)

http://pjlehrer.blogspot.com/2011_08_01_archive.html

Now we are discovering that internet behavior varies by age as well.  According to a recent study about women by Scarborough Research here’s how the different groups behave…

Gen Y (18-32) listens to music, watches movies, and plays games

Gen X (33-47) visits auction and coupon sites, gets financial information, pays bills and reads news

Baby Boomers (48-66) get medical information, make travel reservations, and play casino games
(Adweek, 2012)

That’s particularly interesting in view of the research that has been done lately about how much we are driven by habit and how difficult it is for marketers to change those habits. (Duhigg, 2012)

But what do you think?  Are your habits consistent with your demographic?  And what about the guys?  Are your patterns entirely different?

(2012, February 29) Data points: Women by the Ages.  adweek.com.  Retrieved February 29, 2012, from

http://www.adweek.com/news/advertising-branding/data-points-women-ages-138372

Duhigg, C. (2012, February 16)  How Companies Learn Your Secrets.  nytimes.com.  Retrieved February 29, 2012, from

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all

Do Gen Y women only care about smelling good?

This week Burt’s Bees launched a new line called Gud targeted to Women 18-24.  While their existing products are bought primarily by Gen X women who are avoiding parabens and worrying about the environment and their wrinkles, this new line will go in a totally different direction and focus on Gen Y’s desire for indulgent fragrances. (Mahoney, 2012)

They’re going to hedge their bets by keeping the Burt’s Bees name on the products, but with fragrances like Floral Cherrynova, it’s pretty clear that they are looking for younger consumers.  While that certainly makes sense in terms of demographics, I can’t help wondering if such a departure from their core competency is a good idea.

What do you think?  Are Women 18-24 totally focused on indulgence and products that appeal to their senses?  Will the presence of the Burt’s Bees name hurt or help the new line to add Gen Y’s to their customer base?  Will these new customers migrate to the basic product line as they age?  Are you going to try Gud?

Mahoney, S. (2012, February 14).  Burt’s Bees Launches Gud, Aimed At Gen Y.  mediapost.com.  Retrieved February 15, 2012, from

http://www.mediapost.com/publications/article/167720/burts-bees-launches-gud-aimed-at-gen-y.html?edition=43394

How can we persuade Gen Y to put their money where their mouth is?

10/28/10

While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.

Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)

So, how to we get them to buy green?

Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. mediapost.com. Retrieved October 27, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=138098&nid=119954

Everything old is new again.

3/31/10

This just in – Iconoculture, a trendspotting firm, that tracks online chatter says that many Gen Y consumers are “home artisans”, and are embracing hobbies ranging from gardening to sewing. How retro!

What about you? Do you know anyone born between 1977 and 1994 who knits?

Mahoney, S. (2010, March 30). Spring Cleaning: Gen Y Dirties Its Hands. mediapost.com. Retrived March 31, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125201&nid=112770