How Strategic Alliances MOVE Today’s Female Millennial Shoppers
The landscape of the food industry – and how brands and consumers interact – has changed drastically. Consider how shoppers are making decisions. Who do they trust? Which marketing campaigns deliver maximum engagement from a distracted generation of shoppers?
According to a new report from SmarterHQ, 72 percent of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. This desire for personalization is key for food brands determining how to move forward in capturing the attention of their shoppers. They want to know that the brands they are supporting in the checkout lane understand their wants and needs.
Think about it…
America’s savvy brands began targeting Millennials back in 2012. That would have put the upper Millennial at the ripe age of 15. Today, the Millennial consumers range from 23-38 years of age. Major lifestyle changes happen within those ages. At 16, female Millennials were preoccupied with lifestyle brands that supported their personal aspirational needs. Today, they have families of their own and focus on filling their family’s meal and snack appetites.
That lifestyle change also means today’s Millennial shopper is considering labels more. She is buying for varying appetites and brand preferences. Mostly, however, it means her level of trust has changed. She trusts her friends, her family and her coworkers more than ever – in short, her circle of influence.
The moral of the story: if you’re targeting Millennials the same way you were when your brand first started focusing on them, you may be speaking to an audience that has lost interest. This is where strategic alliances and partnerships can play a critical role within the food industry. When well-orchestrated, co-branded alliances can propel organic word of mouth and do an excellent job of promoting trial.