The Secrets to Engaging Millennial Employees and Consumers that only the Smartest Brands Know - We First Branding
The marketing world is understandably enamored with Millennials, the generation born between the 1980’s and mid-2000’s. Their buying power and fluency with social media has made them critical to a brand’s bottom line and to leveraging today’s fast changing social technologies to amplify awareness, loyalty and sales. What few brands understand, however, is what makes Millennials so fundamentally different to Gen X and the Baby Boomers before them, and how this requires a fundamental shift in how they see their role in society.
The marketing world is awash with research into Millennials – their values, purchasing preferences and shopping behaviors. Too often, however, insights provided by such research is interpreted as characteristics, traits or preferences of this generation, as opposed to fundamentally different mindset that determines what they look for in a brand as an employee and consumer.
Millennials approach today’s world with the intent of creating their own future rather than inheriting their parent’s past. Thanks to the web, social media and smartphones, they are acutely aware of the social crises we face and look to see if brands are part of the problem or part of the solution. They have grown up with connective and intuitive technology that allows them to align with brands and peers on the basis of shared values, and they are committed to using it to make a positive difference in the world individually and collectively. In short, their expectation that brands have a positive social impact is more than a wish, preference or desire that informs purchasing decisions. It is an extension of who they are and how they want to be in the world.
Brands that understand this simple but critical distinction – including the likes of Unilever, Patagonia, Chipotle, Panera Bread and Tesla – have a huge competitive advantage over their peers. It has allowed them to pivot more aggressively and ensure purpose assumes a central role in their company behavior, product development and brand marketing. Here’s why it gives them such an advantage.
PwC’s, ‘Millennials at Work Survey’ in 2014 revealed that 60% of Millennials seek an employer whose corporate responsibility behavior reflects their own values. This means the purpose of a brand and how it comes to life in their supply chain, product development, employee engagement, marketing and CSR work is a key factor in their ability to attract top talent.
The social purpose of a brand plays an equally important role in building employee satisfaction, retention and productivity, all of which offer significant bottom line benefits to a brand. 69% of Millennials surveyed said a strong sense of purpose determined whether a company performed well financially, 57% believed it impacted whether a company has a high level of employee satisfaction, and 63% said it determined whether a lot of people had joined the company in the last year.
Millennial Consumers Buy Trust: A new study by the Havas Media Group done in collaboration with GSK and Ipsos found that there was serious money to be made if a brand was seen as trustworthy, or if it was seen as drastically improving a customer’s quality of life. The study asked 300,000 respondents how they felt about each of the 1,000 of the world’s biggest brands (by market value) when it came to its effect on quality of life. The study found that few brands actually matter — in fact most people just wouldn’t care if 74% of the brands in the world around them disappeared — a “disconnection” that is now a constant challenge to all brands.
Trust is a major part of the problem. Havas found that about 50 percent of brands are “trusted” globally — but in North America, that number drops to 22 percent. Havas’ team also explored a number called “Share of Wallet,” a metric that measured the percentage spent with a brand versus the total annual expenditure within that brand’s category. A brand’s share of wallet was 46 percent higher if the brand scored on the drivers of trust and attraction. Further, if found that brands that score high on trust and usefulness also outperform the stock market by nearly seven times.
Millennials Give As Good As They Get: Contrary to popular perceptions that characterize Millennials as self-absorbed or entitled, donating to charities and volunteering are an important part of their identity. According to the 2015 Millennial Impact Report, eighty-four percent of the 1,584 millennial workers surveyed made a charitable donation last year. In addition, while peer influence, competition and incentives to volunteer or donate can boost their participation, Millennials are most engaged in company giving when they are personally passionate about the cause or issue. These insights show how it is in company’s favor to shape their culture in a way that caters to Millennials’ good intentions, especially since the millennial generation now represents the majority of the U.S. workforce.
As employees and consumers, Millennials are reshaping corporate cultures, brand marketing and online giving as they as seek to work and live in what that make a real difference and adds meaning to their lives. As such, their power in driving business growth and social impact cannot be overstated. As the Millennial Impact Report’s lead researcher, Derrick Feldmann, states, “From their buying power to their handle on the limitless potential of social media, Millennials can address issues and be a voice for causes like no other generation before them.”
For brands to capitalize on this opportunity, they must recognize that a company’s mission, employee culture and cause marketing must reflect an authentic commitment to social impact if they are to align with how Millennials view their world. When a brand’s way of being truly aligns with that of its Millennial stakeholders, a company can unlock the power of a generation that will define the marketplace and who leads it for years to come.
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Amazing product for health-conscious individuals who like to dabble in the kitchen. This program one-ups the typical famous chef’s cookbook by including a nutrition and health emphasis on the dishes; on top of the taste and presentation.
Cookbook, nutrition manual, and shopping guide wrapped into one neat package; all in the name of cleaning out your pantry free of unhealthy ingredients and replacing them with foods that can only be good for your body.
Covers each dish category ranging from breakfast to main courses; even recipes for dressings and sauces are included.
Allergy-friendly dishes; with each dish properly labeled for easy reference (i.e. gluten free, dairy free, egg free, vegan, soy free, nut free, and grain free). Just look at the neat symbols and you’ll immediately know what dishes you can or can’t have.
Author is an accomplished health practitioner who holds a rare combination of expertise including being a nurse, a personal trainer, and a nutritionist – all certified by their respective governing bodies.
Accommodating and decent customer support response. We received a response on our inquiry after 2 days. The help does get there, but you might have to wait for it a bit.
Basic kitchen skills are a requirement, just like any cookbook. Your skills don’t really need to be at a pro-chef level but, at the very least, you have to know your way around the kitchen (i.e. use a knife, operate a food processor, etc.).
Expect a significant overhaul of your pantry and grocery list, which tends to be expensive. Higher cost is just the necessary evil of moving from unhealthy to healthy food choices.
Flavilicious Cooking is a weight loss cookbook combined with a food and nutrition guide. It provides the delectable and mouthwatering dish recipes you would normally see from popular chef cookbooks, while adding the expertise on health and nutrition you would have to pay dietitians and nutritionists top dollar for. This harmonious combination gives birth to a fun and unique weight loss cookbook that is truly “good for the heart,” and everywhere else too for that matter.
Flavilicious Cooking is authored by renowned fitness expert Flavia Del Monte (thus “Flavilicious”). Flavia is known for her several female workout systems, most of which received media attention through the likes of popular magazines such as Oxygen and Women’s Health. On the more formal front, Flavia is a Registered Nurse, Certified Fitness Trainer, and Certified Nutritionist. Those are impressive accolades that establish the credibility of the author and, by extension, this product.
Moving on to the main program, Flavia starts you off with the “Introduction” section that contains the bulk of the “food and nutrition guide” component of Flavilicious Cooking. Flavia orients you with what ingredients and foods don’t belong in a healthy pantry, what names and terms to watch out for (and avoid) when looking at food labels, and some healthy alternatives to sugar.
Once you’ve cleaned out your kitchen of unhealthy foods, Flavia then provides a list of healthy food ingredients you should stock your refrigerator with. She also does a small section that primarily discusses fruits and vegetables, more specifically their pesticide content.
When your pantry is finally stocked with exclusively healthy foods, it’s time to equip your kitchen with the proper tools as Flavia shares her essential kitchen tools in the next section. This is followed by Flavia’s expert kitchen skills and “hacks” which she learned by hiring a professional chef. Tips on how to store fresh herbs, proper storage and usage of ginger and garlic, and expert grilling tips are all included in this section.
Of course, the meat of any cookbook is, and will always be, the dish recipes. After a brief introduction on the “dietary restrictions labeling system” (i.e. gluten free, dairy free, egg free, vegan, soy free, nut free, and grain free), you’ll only be served delicious and healthy dish recipes from that point on.
The list of dishes covers a broad spectrum of food categories that include breakfasts, dressings & sauces, appetizers & sides, soups & salads, mains, desserts, and shakes. Each recipe, in turn, includes vital “preparation information” typically seen in cookbooks like prep time, cook time, yield, a list of ingredients, and a step-by-step cooking procedure. On top of those, each recipe in this program also contains essential “health information” like number of calories, fat content, carb content, and protein content.
Flavilicious Cooking is a considerably good cookbook – adequate relative to the other cookbooks authored by your favorite chefs. The unique emphasis on weight loss and health, as well as the built-in nutrition guide, does make Flavilicious Cooking stand out from the pack. Every nutritionist knows and every fitness trainer preaches that overall health and proper weight loss starts with what you eat; and Flavilicious Cooking can definitely set you on that healthy track. With no major shortcomings, we give this unique and fun cookbook a perfect 5 out of 5 stars rating.
Lots of great recipes, helpful kitchen and pantry tips, and an amazing author already make Flavilicious Cooking a high-value product. Top it all off with a very affordable price tag and this cookbook is virtually risk-free. With the sheer amount of quality content packed within this package, you’ll definitely get your money’s worth.
On the flip side, prepare yourself for a massive and expensive pantry overhaul. It’s a sad and unfortunate truth that real foods are more expensive than food-like products; and investing on real foods is the price to pay if you want to live healthy and allow your diet to help you lose weight. Therefore, carefully consider if you’re willing to commit to investing only on real foods from here on in before you purchase this healthy cookbook (or any other health program, for that matter).
In the end, if you’re decided on eating and cooking healthy, Flavilicious Cooking offers an informative and simply gorgeous cookbook experience that could get you there. You’ll definitely have fun with this product and it’s no surprise that we are giving it nothing less than a “absolutely buy” recommendation.