BXP - Vol 4 No 6 August/September 2020 - 23

T H E C O N V E R S AT I O N

23

} What are the challenges
marketing to these new
family dynamics?

about this passion of hers every day. She wants
to push folks to think beyond nutritious cereal
options for $8 a bag and less nutritious options

From a marketing and design lens, the

for those who can't afford the $8 cereal.

challenge is knowing who is spending the

Millennials will find these options if brands
provide them. I am amazed when I'm doing

money and who is influencing the spend. This

research with millennial team members. They

differs from the way it's ever been before, and

are so good at uncovering and processing

not just because of the pandemic. The rise of

information. So are the generations younger

the aware child and the dialed-in 20-something

than millennials.

is changing the conversation.
Some marketers and brand leaders might

I come home to a 13-year-old and a 10-yearold. My children ask me about my work because

say neither Gen Z or millennials are power

they are already researching so much every

spenders, but I argue that the younger cohorts

day. The data flowing through my children daily

are the people who influence what is considered

astounds me, and I'm a researcher.

cool. These are the generations that shape

For example, when I started forming

Marketers need to

to speak up about racial inequality issues such
as those spotlighted by what happened to

understand that

they pointed out some overlooked details

families are more

facts and finding more information by clicking

than two parental

important fact or share an insight.
It's been humbling to see how Gen Z and
Gen C, the young kids still in school, are not

units, who decide,
children, a dog

are not taking content from social media such
as Facebook or Instagram wholesale. They are

and what is on-trend in fashion.
households. Retail Voodoo did a project at the
end of 2019 that found the older generations
retirement money-to contribute to causes and
support the brands valued by the millennial,
Gen Z and Gen Alpha family members.
We also need to remember that millennials
are coming into their own spending power, and

content to get news from algorithms that will
only feed them certain perspectives. These kids

beverage, which activities are considered sports

were using their funds-sometimes, their

on links. I can't tell you how often they would
say, "Actually, dad ..." and then point out some

generations such as Gen Z and millennials are

This is especially true in multi-generational

because my kids were watching news videos 15
times over while going back and forth, checking

source of funding for these ideologies, younger
determining what's the better for you food or

George Floyd, I knew to check in with my kids
to make sure I had no blind spots. Sure enough,

today's ideologies and movements. Even when
older generations such as Gen X are the prime

opinions and thinking about how brands need

and a backyard.

some of the millennial heads of households
already wield considerable spending power.
This influence has been even greater since

going back to the sources of the information,

the pandemic started. Although I do think that

poking holes through biases, and not taking any

people are making most of their own shopping

single source as "the answer."

decisions regardless of generation, people with

Living through this pandemic is a very

parents or grandparents who are immune-

humbling journey. I wake up every day and say,

compromised in some way are influencing the

"Oh my gosh, I can't believe how much I didn't

trial of new brands and products. Sometimes,

know yesterday because I've learned so much

it's a millennial shopping from a grandparent's

today."

list and making a substitution because the
grandparent's favorite brand is not available.

BXPMAGAZINE.COM


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BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
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