BXP - Vol 4 No 6 August/September 2020 - 24

24

T H E c o n v e r s at i o n

barbecue gatherings, visiting at a friend's house,
going away for summer camp or even simply
playing with somebody else's dog are gone.
The lack of distractions also is making
everyone more anxious, including children. Add
to this the fact that most kids haven't been in
in-person classes for a while now, and you have
a lot of children operating with some level of
Other times, it's a millennial adding a new
product to the grocery bag and explaining that
this new product is similar to what they usually
buy but has better nutritional benefits. Some

depression.
This pandemic is the defining moment for
this generation of children.
How kids are interacting with the world

older shoppers, who have always defaulted to

has changed so much. I'm most familiar with

big brands are finding their horizons widened

the Seattle Public School System, and it's my

by the younger members of their families.

not-scientific-at-all opinion that children in this

Sometimes, it's not even the act of doing

system spent close to six hours on screens daily

the physical shopping for the older generation

when virtual learning was in session. How did I

that's prompting these explorations. Linda,

get to this number? Let's take the average of two

when you shared how you were walking your

hours a day that most kids do for entertainment

parents through placing Walmart.com orders

and interest. Then these kids are doing an

and helping them with their FaceTime calls, I

average of three hours of screen time related to

was smiling so huge because I've played that

their schooling, plus whatever homework that

wanting brands

game, and it's prompted conversations about

may or may not include the screen.

to be part of the

being influenced. Anecdotally, I've seen multi-

people smoking cigarettes through face masks.

generational conversations over FaceTime,

Others are mainlining Cheetos, and then on

where the grandparents or parents are asking

a dime, flipping back and saying, "I want my

the young family members about what they

adaptogenic coconut water drink now."

Millennials and
their children are

food ingredients and better brands.
Even technology-savvy grandparents are

solution to food

were eating during the call. I was a fly on the

availability and
stability for all.

The pandemic has also highlighted the
complexity within all generations. There are

One thing we have seen clearly in the

wall during a conversation that started with,

younger generation is that the importance

"What are you eating today?" The questions

of social justice is paramount. It's not that

continued to include, "Why is that?" "What is

protesters don't care about spreading

that?" and "Wait, there's no sugar in that! How,

COVID-19; they just know this is their moment

because it looks like Captain Crunch?" However,

to make a change by speaking up and feel

I also have noticed during this pandemic that

compelled to take that moment.

some people's attitude is, "I'm just going to eat
whatever I can, and I enjoy going back to my
comfort foods."
Even when the conversation is about going

 What are some of the
opportunities?

back to what feels comfortable and familiar, it's

Brands can do things more rapidly, iteratively

deliberate. The distractions that served as great

and work with an audience cohort who wants

woven blankets for families such as beer-and-

to be involved in what you're doing; this is a

a u g u s t/ s e p t e m b e r 2 0 2 0 | B r a n d E x p e r i e n c e


http://www.Walmart.com

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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