Millennials are being accused of killing everything from pet food to alcohol. This less than scientific claim is based on the volume of tweets calling for said staples of our modern lives to be banned.
- The pet food one is based on environmental concerns about the amount of methane produced by farm animals, plus the fact that as they are treating their pets as first borns, the usual products are just not good enough. Millennials are opting to buy more expensive pet food, and it’s causing problems for some of the industry’s household names.
- According to a recent report by The Wall Street Journal, pet-food brands such as Mars’ Pedigree, Nestle’s Purina, and Smucker’s Gravy Train and Kibbles ‘n Bits are suffering because of this shift in spending behavior.
- The average price of pet food increased from $1.71 a pound in 2011 to $2.55 a pound by the end of 2017.
I would scoff all this as not based on proper data, if I had not had to spend a tedious couple of hours in the pub while water-drinking millennial colleagues showed me pictures of their cats in various cat like poses – and I was supposed to go weak in admiration! This never happened when I was of millennial age. It was ‘last to be drunk is a sissy and has anyone got a cigarette left?
OK, enough of the confessions, let’s examine the rest of the list.
Millennials prefer paper towels to linen napkins as they take less energy to process. Dairy is out for health reasons, and so is mayonnaise.
Also don’t buy your partner a diamond – this is not PC, and don’t even consider sex in the park. According to New York police, it has dramatically decreased. Restaurants are apparently going out of favour (we are not sure quite why on this one:ED) then there is home ownership – especially on golf course, (golt being also out of fashion), canned goods and cable TV.
Heartening, is the fact that they are believed to be killing incorrect beliefs about racism, and actively fighting discrimination and prejudice.
So here is the list based on volume of words alongside “millennials are killing” in tweets | Data gathered using Brandwatch Analytics (Jan 12 – May 12 2019)
|2. Pet food industry|
|3. Beer industry|
|4. The value of baby boomers’ houses (on/near golf courses)|
|5. Views of older generations on race and social mobility|
|6. Restaurant industry|
|7. Sex in parks|
|8. Napkin industry|
|10. Diamond industry|
Right now, #millennials killing capitalism is doing well, and so is #millennials killing the church, funerals, malls, marmalade, cornflakes, the lottery industry.
While all of this is quite amusing, there is a really serious side to this, because Millennials are the people we are trying desperately to sell to. If we don’t understand them, we don’t stand a chance. It is also worth pointing out that other research is reporting that Generation Z (the one coming along well and now nearly out of university) are the hardest working generation ever – a little anxious, but confident about their future (the little darlings!)
So replace the sexy part of your marketing for a picture of a cute dog or cat. Forget about inviting that Millennial client to a round of golf and consider the new vegan eco-restaurant that has just opened, rather than the pub lunch. And for goodness sake get rid of plastic at every opportunity. It might not be on the US list yet, but it sure will soon, now Greta Thunberg has arrived.
And if you want to discuss the research, the data, the ideas and the solutions in detail, come along to The Loyalty Surgery conference, October 16th and 17th in London.