CPG Marketing Trends: Changing Paradigms

If you’re not yet thinking about Millennials, you should be. Millennials represent more than $200 billion in spending, they’re over 80 million strong, roughly 25% of the U.S. population, and they are your current and future consumers.

The reality is, many CPG brands think of Millennials as kids, still in elementary school. The fact is, Millennials range from 16 to 34 years old and are already in the core target for many CPG brands.

Effectively reaching and engaging Millennial Primary Grocery Shoppers requires a paradigm shift. The old marketing models assumed that consumers are passive and, therefore, tolerate messaging full of big promises. Today’s active Millennial consumer craves a conversation on a very personal level in which both parties—the brand and consumer—work together to create the value they seek.

Marketing paradigm shift

How are you re-thinking how you plan communications for the Millennial audience?

*Insights from research conducted as part of a joint partnership between Barkley, Service Management Group and The Boston Consulting Group.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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