Perceptions of the Stereotypes of the Millennial Generation

Abstract

The purpose of this study was to assess the perceptions of stereotypes of the Millennial generation by other generation groups. This study evaluates Millennials’ self-perception and how other generations view them based on stereotypes to report any overlaps and/or disconnects. The differences in opinion and the popularity of visiting socially responsible food and drink establishments were assessed to gain an understanding of Millennials’ food purchasing motivations and decision processes. This subject may be of greater interest to companies and organizations in the food and agriculture industries.

This study was composed of parallel quantitative and a qualitative studies. A survey questionnaire was distributed using variations of the drop-off/pick-up method and traditional mail throughout the western United States to collect demographic data and perceptions of Millennial stereotypes among generation groups. Qualitative interviews with individuals, companies, and organizations related to the food-agriculture industry were conducted to provide detailed, in-depth descriptions of perceptions of Millennial stereotypes, as well as the decisions, motivations, and marketing strategies of socially responsible companies and organizations with large Millennial customer bases.

Statistically significant differences were found when comparing Millennials to other generation groups. Millennials view themselves and their generation differently than other generation groups view Millennials. Social responsibility is important to the Millennial generation; however, further research is needed to address social responsibility in their food purchasing decisions.