News

Report: how to succeed with millennials

1 Sep 2016

Anderson Partners Food Ingredient Marketing has published a paper designed to help ingredient manufacturers work with a new generation of customers - so-called millennials.

Anderson Partners Food Ingredient Marketing has published a paper designed to help ingredient manufacturers work with a new generation of customers. Titled “The Next Generation of B2B Customers”, and outlining what the company believes are appropriate strategies for food ingredients suppliers to engage with millennial customers, the report looks at what Anderson describes as the changing customer landscape.

“In our work with ingredient suppliers, we have heard the same thing many times: that the customers you have done business with and had relationships with for many years have moved on or retired and have been replaced with a new customer, often a millennial,” says the report. . There is a disconnect between you and them, due mainly to differing communication styles. We have done a great deal of research to try and find the answer and have found plenty of articles on millennials—ranging in content from their traits, values and how to retain them as employees. What we didn’t find was any information on millennials as a customer/client. So we decided to create this meta-study by doing in-depth research, discovering correlations and deducing answers and solutions to this looming problem.”

“This study is meant to be used as a tool by our food ingredient clients to help them better understand, communicate and build relationships with their millennial customers,” the report continues. “It is important to know millennials’ values and attributes in order to understand them as business clients. Many of their personal beliefs and characteristics transfer to their demeanour in the workplace. Within this study, we will share with you our findings; how this translates to your relationship with your millennial customer; and how to use this information to communicate and grow these relationships.”

The report can be downloaded from the Anderson Partners web site.