Millennial Mania. In this NYTimes Article they discuss it but one big miss that’s touched upon in this section:
Last month, Whole Foods revealed that it would open a line of grocery stores “geared to millennial shoppers,” with a “curated selection,” “streamlined design” and “innovative technology.”
Not to mention lower prices.
The news media reported the development earnestly. But some people noted that better deals on quality produce might have a cross-generational appeal.
Robyn Bolton, a partner at Innosight, a consulting firm, responded in a post on the Harvard Business Review website questioning the generational theme.
Whole Foods, she wrote, appeared to be saying that “Gen X and baby boomer shoppers are fine with or even prefer old, cluttered stores that sell a confusing array of stuff at high prices.”
But they do! More-or-less… The fact is older generations have a much higher tolerance for apparent incompetence. Ultimately, it’s those who find efficiencies at doing “normal things” (from communicating, to sharing pictures, to shopping, to street travel) that are being successful.
Supermarkets with their mega-aisles and 22 different styles of tortilla (I kid you not, as I was trying to figure out which tortilla we needed… 22 different styles) are so annoying. Trader Joe’s wins my love for keeping it super simple.
Other markets, as Ms. Bolton notes, overwhelm with choice, price and what she calls clutter. This is an expectation of older generations. Somehow, they came up with ways to cope with the dizzying array that millennials find irksome.
It’s not a universal theme, especially because businesses like Trader Joe’s haven’t penetrated but when faced with a “life simplifier” we are going to seize it, even if there is a technological learning curve.
That growing up as “technology native” that the article speaks of is a big deal when creating a new channel by which you can interact with patrons, customers or other stakeholders and it’s turns millennials into a focus group of what other humans will like.
Put another way — millennials tend to have the ability to imagine and believe in simpler solutions that older generations have long since given up hope on. (We see this in politics too)