Our target group
In general, everyone living on the earth is affected by our cause since each person can consume food in a more or less sustainable manner. That is also why we can only effectively ensure a sustainable consumption and production pattern if every consumer changes something in their habits.Â
However, appealing to various interest groups and changing everyone’s habits regarding food consumption is extremely complex and unrealistic. That is why we can not target the whole world’s population all at once. Â
Nevertheless, we can already make a step forward by addressing at least a part of our society as already small changes can mean a lot. Moreover, appealing solely to a smaller segment can make our marketing campaign even more effective as we can adjust the content and way of communication to a specific target audience and their needs.
Millennials and Gen Z as our target group:
During our research, we realized that especially Millennials and Gen Z stand for our environment and actively follow more sustainable consumption habits. Moreover, their sense of responsibility for our environment increases their willingness to stand up for our world and change the way of living to be more environmentally friendly.
In fact, a survey depicted in 27 countries revealed that 59% of Gen Z and 55% of millennials believe that being more environmentally friendly is extremely important. That is why both generations together are also called Generation Green.
Gen Z describes people born between 1997 and 2012, so people that are currently between 9 and 24 years old. The generation is the first one that grew up with mobile phones as most of them received their first own phone when they were 10 years old and some of them even played with their parent’s technical devices before. Therefore, they prefer to communicate and get information through their smartphones.
​
Millennials or Generation Y defines the group of people born between 1981 and 1996.
Regarding media, millennials tend to have several social media accounts and they use their phones for almost everything, however, when it comes to purchasing items 32% still prefer to use their laptop.
Millennials are currently the wealthiest generation which they also show in their buying behavior as in 2020 they were the generation that spent the most money.
When it comes to shopping 53% of the generation prefers a sustainable product over a branded item.
​
Although both generations are seen as the wealthiest they always consider their purchases and tend to research the company behind the products.
Especially when it comes to sustainability, both generations tend to buy the option which is more friendly to our environment. Furthermore, the figure below illustrates the fact that Gen Z and millennials are more active in helping our environment than older generations:
