Use your ethical practices as a shortcut to connecting with younger customers
In the report, the 18 to 34 demographic values ethical eating choices much higher than any other demographic. While 50 percent of general consumers agreed organic foods tasted better, 60 percent of consumers under 35 equated organic foods with better flavor. When foodservice operators establish connections with farms and ethical manufacturers, they can also connect with their guests more fully.
Communicate your efforts
But you can’t connect if you don’t first communicate. Marketing makes a big difference in letting the millennial market know you’re on trend. “From vegan food options to composting onsite, ethical efforts are the new cool ‘it’ factor for millennial consumers who have to navigate more dining options,” according to the report. 76 percent of consumers studied said ethical efforts made by restaurants are trendy.
Focus on grab and go
Don’t make millennials choose between their love of quick, easy, on-the-go eats and making a statement and taking a stand for social justice. Millennials see a deficiency in ethical snacks, the study found: Compared to 57 percent of the general public, 64 percent of millennial consumers said there’s a shortage of ethical grab-and-go options.
It’s worth it to them
Consumers under 35 are willing to pay extra to eat more ethically while they’re on the go, according to the study. 67 percent said they’d be willing to pay more for ethically produced food they can grab on the go, compared to 55 percent of general consumers. “This fact creates an exciting opportunity for foodservice operators to expand their menu offerings and tap into young consumers’ desire for ethical snacks and grab-and-go foods.”
Consumers do still love meat, but many are also looking to get more plants into their diets. This study found that 88 percent of millennials were making plant-based foods a priority in their lives. This means eating better while feeling better about ethically sourced snacks can go hand in hand.