Point of View: Millennials

By Rebecca Riddle, Jr. Art Director


I am a Millennial. One of 80 million. The generation born between 1980-2000, Millennials compose the largest generation in American history. Yes, we are larger than the Baby Boomers. In three years, we’re forecasted to outspend them. We may not be your target audience now, but soon, we might be your bread and butter. Are you making an effort to reach us?

We look very different from previous generations. Only 60% of us are white. For many older Americans, this statistic is uncomfortable, but for Millennials, this diversity is normal. Race isn’t a big issue for us. A fellow Millennial Jess Rainer describes this view in his book The Millennials, “We know racism still exists. We know injustices still take place. But our world is so different from the world of the Baby Boomers. When I read about the racism and the Civil Rights Movement, particularly in the 1960s, it seems so distant.” He continues, “For us ethnic diversity is normative… [We] rarely describe someone first by their skin color or by their ethnic origin.”

We are a diverse group within ourselves. No stereotypical Millennial exists. However, common themes have impacted large segments of us. One such theme is the idea of making a difference. Jess and Thom Rainer’s research found that “nine out of 10 Millennials believe it is their responsibility to make a difference in the world.” Whereas Baby Boomers were “self-absorbed and narcissistic…three out of four Millennials believe it is their role in life to serve others.” The idea of “paying it forward” has made impact on us. We want to live great lives, not in terms of wealth, fame or power, but in terms of making a great difference. As the largest generation in American history, we have the power to do so.

The grocery store will soon feel our impact. Jefferies and Alix Partners has a study called “Trouble in Aisle 5” that signals the challenges and opportunities grocers will face as their main audience transitions to Millennials.  One transition point is the appreciation of diversity in food. Millennials are “much more willing to try different types of cuisines.” Since most Millennials consider ethnic diversity as normal, our willingness to try different ethnic foods is a natural expression of ourselves.

A lot of research is being done to accurately understand Millennials. Get to know us. What you find may surprise you!

If you’d like to learn more from “Trouble in Aisle 5,” the entire report is posted here.

If you’d like to read more from Jess and Thom Rainer’s book, you can find it here.

Rebecca Riddle, Jr. Art Director
For over a year, Rebecca has been helping to make Midan and its client look good.  She lends her graphic design skills to a range of print, online advertising and digital marketing projects. 

Consumers: What They Really Think about Antibiotics + Livestock

Danette Amstein, Principal, blogs about her presentation to the American Meat Institute’s Antibiotics Workshop at the 2014 IPPE conference in Atlanta.  Watch to find out how you can positively impact consumer perceptions about antibiotic use in livestock. 

Download the IPPE presentation.

The Importance of Timelines and Due Dates

By Molly Wethington

I worked on a daily schedule before coming to Midan.  I had a daily routine and planned out a week in advance at most.  I think very differently now.  Being in a marketing agency is very fast-paced. There are many different projects going on all the time.  This is why I have learned that project management, timelines and due dates are vital in this industry.

My job requires me to do many different steps of many different projects. These projects can be on a loose time line. Many times I am told no rush, just whenever I get the time. This creates a problem for me.  In order to prioritize and do it correctly, I need to have due dates for things.  I’ve gotten in the habit of always asking for a due date and even though it may be an arbitrary date, it will ensure that the task does not continue to get pushed to the bottom of the to-do list.

Project planning has been a big learning curve for me, but is crucial to a successful, complete project. I want to get my timeline laid out as soon as possible when I have a project coming.  This way there will be no rush and confusion when I start working on the project. It is also important for me to remember that I am not usually the only one working on a project.  My steps are contingent on other steps and other team members’ steps are contingent on mine.  Sometimes our timelines are tight. It is important to look ahead and know what tasks are coming that I am responsible for. That way I get them completed in a timely fashion.  Ultimately, the client’s expectations are to have a successful project completed on time.  In the end, we are trying to meet and exceed those expectations and meeting timelines is a key part in doing so.

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