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5 Ways to Produce Millennial Loyalty in Your Brand
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5 Ways to Produce Millennial Loyalty in Your Brand


Today, millennials have an enormous amount of purchasing power, representing about a fourth of the entire population. Collectively, they’re expected to spend more than $10 trillion in their lifetimes. And it’s good to know that they’re using some of that purchasing power toward a healthier lifestyle. Millennials consume more vegetables than any other generation. So how can stores and brands keep this generation coming back to their produce section? Here are 5 ways to captivate the millennial consumer:
  1. Make it personal While there are many factors that contribute to a millennial’s buying behavior, they are more likely to make a purchase when they share values with that specific brand or store. Whether it be sustainability, fair trade, locally sourced, or organic, millennials are socially conscious and to win them over, it’s essential to make the shopping experience personal and impactful. According to the National Marketing Institute, 70% of millennials are more likely to purchase items from companies that support their favorite causes.
  2. Make it interesting When it comes to produce and millennials, the more interesting and inviting, the better. According to The Power of Produce 2015 study by 210 Analytics, LLC, 35% of millennials said that new produce varieties were important to them versus 17% of those ages 50 and older. Whether you’re selling traditional or unique produce items like dragon fruit, kumquats, or paw paws, be sure to include tips on different ways to prepare the item, as well as recipe ideas and storage tips. Make it interesting!
  3. Make it social It’s no surprise that millennials rely heavily on technology and social media, and it’s no different when it comes to their shopping experience. To engage millennials, provide a digital resource, whether it’s a store app; digital coupon; or a social profile with recipes, cooking inspirations, and meal plans. Millennials don’t want to just purchase a brand’s products, they want to engage with and help define that brand. According to Forbes, 62% of millennials are more likely to become a loyal customer if a brand engages with them on social networks. Check out how California Avocados ignites conversation with its patrons through custom recipes and relevant content.
  4. Make it convenient Millennials are eating smaller, more irregularly scheduled meals, driving a demand for healthy eating on the go. These days, it seems like time is increasingly limited with busy schedules, which is why innovations like destination displays and on-the-go packaging are a hit with millennials and young families. There’s nothing better than innovative packaging to fuel this generation’s interest in consuming produce.
  5. Make it fun In the end, it is all about the experience. According to Forbes, 61% of millennial females and 60% of millennial males enjoy cooking, and 40% of them consider food an adventure, seeking out more ethnic foods than previous generations. Don’t be afraid to break a few rules in conventional marketing as a way to stand out among the millennial crowd and drive brand advocacy.
The sooner you build a relationship with your millennial audience, the more connected and loyal they will be. By aligning and allowing your brand to connect to their values and behaviors, you’ll be more likely to earn their business time after time. If you’re a millennial, I’m curious if I missed anything in my top five perspective. If I did, I’d love you to comment and add your additional thoughts to my post. To read more on this topic, check out our blog post: “How to Retain and Capture the Modern Day Produce Shopper.

5 Ways to Produce Millennial Loyalty in Your Brand

Mark Derks

Mark Derks - Director of Global Marketing, C.H. Robinson

Mark Derks is currently director of global marketing for C.H. Robinson where he leads their marketing communications and brand management initiatives. His leadership responsibilities include marketing strategy, execution, and operations oversight for North America, South America, Europe, Asia, India and Australia. He has over 20 years of involvement in supply chain logistics and transportation.
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6 Comments

  1. Very insightful, and very true. I might add “make it authentic.” In the age of social media, millennials are constantly exposed to product promotions and endorsements on social media, whether it’s celebrities or various influencers or experts. The downside is it’s sometimes hard to tell the difference between someone promoting a product because they really believe in it versus those who are being paid to do so. Authentic messaging that speaks directly to the consumer and putting their best interests first could go a long way in building brand trust and loyalty.

  2. All very insightful. As a millennial, a couple really stick out to me. The first is the sharing values piece. Millennials are more and more wanting to feel like decisions and purchases they make are impactful, and go towards something bigger than themselves. This can make a big difference with repetitive purchases, and in some cases can be a “justification” for certain purchases. The second is having a digital resource. I think of Cartwheel by Target as a great example of this. To facilitate the experience and offer deals to boot, all in the palm of their hands, millennials can better relate to the experience and feel in their element.

  3. Make it interesting with quick tips on how-to-prepare hit the nail right on the head for me. I’d easily follow a brand’s social media page to learn more on healthy recipes!

  4. Great read, Mark. “Make It Personal” is so important. Millennials care about where their products come from and the practices used to procure the produce. Looking forward to the next Freshspective article.

  5. This was a very interesting read! I definitely agree with the point made about alignment to the values of your target audience such as sustainability and fair trade which I am very concerned about. You want to ensure that what you are eating is not only good for you but also for the environment! I am also very big into innovation and convenience. On-the-go healthy snacks is definitely a big part of my life. Pair that with a digital recipe and you are sorted!
    It might be challenging to ensure that you are differentiated from the competition however by building your brand strategy around these 5 points, I feel you will not only achieve this but also make for very loyal customers.

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