Urban Eclectics, Demystified

Jo Ann and Joseph

Jo Ann with her son Joseph, her favorite Urban Eclectic

I have raised an Urban Eclectic. I am not exactly sure how it happened: one day I was doling out Cheerios to an infant in a high chair and the next I was sitting across from a 23-year-old eating kimchi for breakfast.

If you’re not familiar with Midan’s recent Meat Consumer Segmentation research yet, Urban Eclectics are one of six distinct meat consumer groups. Each consumer segment is unique with its own way of thinking about and eating meat. Urban Eclectics tend to be younger, urban, upscale and have families with children. Forty-one percent of them are Millennials (21-34 years old) and slightly more than half are male. You can also define Urban Eclectics by what they care about: novelty, variety, convenience, healthiness and animal welfare.

Based on these characteristics, it didn’t take long for me to realize that my son is likely an Urban Eclectic, although he’s on the younger end of the spectrum and doesn’t have any children. He just finished his first year of law school.

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