Millenials have been driving advertisers crazy. We don’t respond to ads like other generations have. Instead, we respond to how well a company embraces our values: sustainability, advancing social issues, knowing where our food and products come from, etc. This suggests that instead of brands driving consumer tastes, Millenials are pushing brands to make smarter decisions and better choices.
In a 2012 study of American and British adults, 8 in 10 millennials said they appreciated “behind the scenes” commercials for their food, like Whole Foods Market’s Values Matter campaign, which links back to a page where the readers can verify the company’s sustainability claims personally. By comparison, only 6.5 in 10 baby boomers indicated that they wanted more information about their food from brands.