Healthy Food Marketing: Health-Concious Millennials Crave Community

Everyone in healthy food marketing knows that Millennials are health-obsessed and goal-oriented, and being part of a bigger fitness community keeps them inspired and on-track.

 Every day it seems that there are more and more ways to do that. The days of secret dieting and personal fitness plans are becoming a thing of the past.

The Whole 30 diet is just one of many examples when it comes to eating plans.

 Despite all the super-tough restrictions that are part of this plan, it has an incredible Millennial following. More evidence that they are serious when it comes to their health. Whole 30 has an active social community on Facebook, Twitter, Instagram and Pinterest. There’s even a hash tag, #Whole30, where you can see tons of photos of healthy meal inspiration. In addition to this strong social presence, there are Whole 30 events and meet ups, to help keep members focused and excited. And Whole 30 is only one of many food plan communities popular with Millennials. 

The world of fitness is another place where we see Millennials gathering to experience community and togetherness, both virtually and physically.

Millennials are much less likely to be found in the gym working out solo, but instead partaking in group fitness classes and clubs that make them feel like part of something bigger (there’s a theme here). Soul Cycle is one of the pioneer brands in creating fitness communities. The spin classes cost a hefty $34 but being connected emotionally and physically to something bigger appears to be worth the price. Millennials are also obsessed with virtual communities. FitBit and Nike Fuel bands are among the fitness trackers designed to track your every movement, and let you share it with your friends through social media. These communities, even though almost exclusively virtual, are hugely motivating to Millennials because they hold them accountable by making their commitment (or lack of it) very public.  Something healthy food marketing should take note of at this time. 

These food and fitness trends point to an overall lifestyle shift that Millennials are committed to creating and sustaining.

 They are quickly abandoning fad diets and short-lived exercise plans in favor of something more compelling. They are proud to promote and share brands that help them achieve their desired lifestyle goals and seem to need to be part of a productive, inspirational community. And when they love a brand, we all know how hard they will work to make others feel the same way. What does this mean for healthy food marketing? It’s just another reminder for brands to be about something more than what you are selling. Something that is at the foundation of what is important to this generation of consumers. Something that’s worth getting behind.