Curiosity may have killed the cat. But it’s doing the exact opposite for some of today’s most successful food and beverage brands. Curiosity is creating new stories and companies that speak to millennials’ desire to know more about the products they buy. Providing information and building engagement is what brings in millennials and holds their attention.
More than other generations, knowledge-hungry millennials feel their moral compass activated when they make purchases. They’re willing to pay more for sustainably sourced products and services. And they’re largely responsible for the clean-label trend, which puts the onus on brands to show the origins of their materials and ingredients. Sharing this information deepens brands’ connection and differentiation with millennials. Their behavior rewards brands for owning and telling their stories as only they can.