Wednesday, October 22, 2014

Live from #TMRE14: Food Futures: A Portrait of the Food Connected Generation

Being a prolific foodie, which I learned was a word with negative connotations, I was pleased to attend the Food Network and Cooking Channel VP talk about millennials from Gabe Gordon.

Talking about an interesting juxtaposition of millennials, who don't inherently watched TV, connect with shows, celebrities and reality television. The joy of cooking is an analog and senatorial experience in the digital world for the younger generation. The joy of cooking has grown exponentially over time, as well as just the need to consume more interesting food.

In terms of drivers, Facebook remains the key driver of conversations on food, as does Pinterest for repeat sharing, ideas and inspiration. Suprisingly, a social media addict's favorite Instagram falls to the bottom of the pack.

Some interesting factoids include
  • Consumers are hungrier - 70% of people are finding food more important than 4 years ago!
  • Roughly half of food connectors are millennials, and half of those are me. Men have a deeper relationship with food than millennial women
  • 90% of women think a man that cooks is a turn on. 77% of men find cooking makes them feel good about themselves.
Probably one of the most disturbing thoughts was that millennials like their parents and GenX don't, which is why the family phenomenon and the learning from parents is coming back as a saving behavior via food.

Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.

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