While Baby Boomers have the largest spending power of all generations – in the trillions of dollars, as opposed to Gen X’s $125 billion, millennials’ $200 billion and Gen Z’s $43 billion – Millennials are slowly increasing their spending power.
A new campaign in the USA is playing the nostalgia card to get Millennials to eat more meat. “Beef. It’s what’s for dinner.” was an iconic campaign first launched in 1992, when most Millennials were children. The new campaign focuses on the story of beef, from farm to table.
“There are people out there in public dialogue that have an agenda” and attempt to “make the case that people shouldn’t be eating meat,” said US Beef Association marketing vice president Alisa Harrison. “People were misrepresenting how beef is produced.”
Providing sustainable meat options on the menu will appeal particularly to Millennials, who are the most environmentally conscious generation, and are drawn to provenance over price. A story can sell meat, especially to this generation, and it is an opportunity being leveraged by meat industries worldwide.
