Not too much to ask, right? As the first generation that grew up alongside rather than ahead of the internet, millennials learned at a young age that any information we want is information we can get as long as we enter the right search terms. Our ability to instantly verify any claim an advertisement makes is why only 1% of millennials report being swayed by traditional marketing strategies. We rely instead on what we can trust: ourselves.
This is having a positive effect on the food industry because it means companies are becoming more transparent about their products to gain the trust of millennial consumers.
In a 2012 study of American and British adults, 8 in 10 millennials said they appreciated "behind the scenes" commercials for their food, like Whole Foods Market's Values Matter campaign, which links back to a page where the readers can verify the company's sustainability claims personally. By comparison, only 6.5 in 10 baby boomers indicated that they wanted more information about their food from brands.
