Target old and young with different offers

摘要

MARKETERS might struggle to target young and old consumers with the same campaigns, warns PR firm Ingredient Communications, which found a huge gulf between Generation Z and Baby Boomers Gen Z consumers are more concerned about the sustainability credentials of food and beverage products than Boomers and find vegetarian and vegan products more appealing. Ingredient Communications surveyed 1,000 adults in the USA and UK. A third of those aged 18-25 (34%) said they consider it Very important' that a product is made sustainably, compared with 18% of those aged 65 and over.