ISSUES POLICY
What Is a Millennial? And why do they matter?
By Carmen Fenton, TSCRA director of public affairs and busy mother of 2 children
M
ILLENNIALS. I’VE HEARD THAT WORD TOSSED AROUND a lot, but I had no idea what it meant until I Googled it.
Millennials are people born from the early 1980s to
the early 2000s. The Millennial generation outnumbers baby boomers by about 10 million. They’re described as entitled, liberal multitaskers
who are less religious, more arrogant, and who tend to be momma’s boys and daddy’s girls long after they’ve reached adulthood. They want to be rich yet are among the most un-
employed group of people in our country. Those with careers tend to bounce around because reality doesn’t meet their unrealistic expectations of their career. They don’t read books, newspapers, magazines or
anything that requires holding something because that’s too much work. Millennials rely on the Internet for answers and those answers had better be easy to fi nd, because Millennials are too busy socializing with their iPhones to search for anything too long. What a terrible group of people these Millennials
must be. I am one, by the way. I was born in 1982. Not only
am I part of this generation, I helped start it. Great. I have lots of Millennial friends and they don’t match
the description. They are loving parents, great friends and determined, hard-working colleagues. They are smart. We grew up with computers. We send
emails instead of letters because it’s more effi cient. We are informed and we juggle different roles at once. We’re talkers — we engage with each other on all platforms.
88 The Cattleman April 2014 Being a Millennial is great, but exhausting. We are
bombarded with information, requiring us to make a million decisions a day. We don’t always make those decisions with confi dence because the information is overwhelming and contradicting. As a Millennial mother, my most important daily
decisions involve food — 3 meals and 2 snacks. We eat a lot of beef because I’m from a ranching family and I know lean beef truly is one of the best foods I can feed my family. But not every Millennial mother knows that, which
is why the beef checkoff is pouring resources into com- municating with this generation. Health is the No. 1 reason Millennials are limit-
ing their beef intake. Research indicates Millennials’ knowledge about beef nutrition is the missing link. Forty-fi ve percent of Millennial decision-makers say they would be “very” or “extremely” likely to add more beef to their plates if they knew that beef is nutrient- rich, lean and compares favorably to chicken. Your beef checkoff program is working to connect
with these consumers to share the positive, science- based story about beef nutrition and production. Your dollar is going to where the consumers and infl uencers are and is helping shape the conversation about beef. This year checkoff advertising will convert to an all- digital platform, seeking decision-making consumers in the online world. We have to reach these impatient, entitled, super-
smart multitaskers where they are, which is exactly what your dollar is doing.
thecattlemanmagazine.com
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