Packaging For #Millennials: Capturing The Loyalty Of This Coveted Generation

By Alex Green, VP of Consumer Packaging, Georgia-Pacific

Millennials — typically identified as those between the ages of 18 and 37 — are the largest generation in U.S. history. Currently, this group represents almost 30 percent of the country’s population and, as they age, their purchasing power rises. By 2020, millennials’ spending is expected to reach $1.4 trillion — an increase of approximately 70 percent over the next six years. As millennials are one of the most important audiences for companies to target, brand owners can benefit from a deeper understanding of this group’s needs and preferences, particularly when it comes to product packaging.

Enhance The Brand Experience

Generally speaking, millennials gravitate towards products and packaging that provide a premium or exclusive experience. Brands that successfully provide this draw millennial consumers in, creating a generation of brand ambassadors.

The success of leveraging these trends can be seen across a range of verticals, including food, beverage, cosmetics, and wines and spirits. One of the best examples of a company using limited-edition packaging to sell products is Coca-Cola’s Share a Coke campaign. The company’s sales went up more than 2 percent after the brand began labeling Coke, Diet Coke, and Coke Zero with names and terms of endearment, such as  “Mom,” “BFF,” and “Superstar.” The campaign has been so successful, that, for the first few months, it reversed a decade-long decline in U.S. Coke consumption. Furthermore, young adult consumption of soft drinks increased significantly — up by 7 percent — with the Share a Coke campaign.